"Facebook and Twitter won't win elections — by themselves. The battle must be fought in all of the sources of information that voters refer to on the General Election, the candidates and issues. According to Echo Sonar, a division of Echo Research, this includes TV, word of mouth, family and friends, newspapers, radio, the Internet, social media, and the pub.
That's right, the pub. Now there's an information source that you won't see in America.
Based on my research as a student at the University of Edinburgh, the pub is a very social medium."