Facebook’s massive reach and emergence as a top source of news make it a critical component to any political campaign.

But even in 2014, with less than two weeks until Election Day, there are wide disparities how Democrats and Republicans are leveraging the platform to win on Nov. 4.

This week, Facebook made available a race-by-race dashboard that “shows how many people on Facebook are liking and discussing the candidates in races nationwide.” It tracks nearly 1,000 candidates and contains data on the 435 congressional districts, as well as the U.S. Senate races and gubernatorial contests.

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“More Americans get political news and information on Facebook than almost anywhere else,” a Facebook spokesman told The Daily Signal. “And, on Facebook, campaigns at every level can reach and mobilize precisely the group of voters they need to talk to with the exact right message—before and on Election Day.”

Here are nine of the most-watched Senate races in the country, as measured by Facebook.

Alaska

Alaska US Midterm Elections 2014

Arkansas

Arkansas US Midterm Elections 2014

Colorado

Colorado US Midterm Elections 2014

Georgia

Georgia US Midterm Elections 2014

Iowa

Iowa US Midterm Elections 2014

Kansas

Kansas US Midterm Elections 2014

Kentucky

Kentucky US Midterm Elections 2014

New Hampshire

New Hampshire US Midterm Elections 2014

North Carolina

North Carolina US Midterm Elections 2014

What can this Facebook data tell us about the outcome on Election Day? We asked some leading digital strategists to share their thoughts.

Patrick Ruffini, co-founder of Echelon Insights—a research, analytics and digital intelligence firm—and veteran of political campaigns and the Republican National Committee:

I look at the Facebook data with great interest. Ultimately, though, it begs a few questions. It’s very easy for candidates to advertise for likes on Facebook, so many of the disparities we see between different campaigns is a function of campaigns willing to spend money to grow their base of Facebook likes.

Facebook’s “Talking About” metric is potentially more valuable since it points to user engagement, but this may point to which candidate has the more prolific social media presence rather than underlying attitudes and opinions about a race.

This insight is in and of itself valuable, in that it can quantify which candidates are investing heavily in a social media presence, but it’s too susceptible to paid spending and disparities in how often and what people post to be useful as a measure of public opinion.

Micah Sifry, co-founder and editorial director of Personal Democracy Media, which produces the annual Personal Democracy Forum conference on the ways technology is changing politics:

Given that the vast majority of American adults are now on Facebook and many of them spend hours per week, if not per day, on the site, a candidate’s Facebook page can be a very effective platform for communicating with supporters as well as a means to reaching–through those supporters—other voters as well.

Vincent Harris, founder of Harris Media, a firm that handled three presidential campaigns and Senate contests for Mitch McConnell and Ted Cruz:

Facebook’s certainly the most important platform online when it comes to GOTV [get out the vote] grassroots mobilizing online. The bigger the number of supporters, theoretically the more reach a campaign will have on election day to encourage supporters and like minded individuals to get out to the polls.

Through custom, interactive graphics or promoted targeted posts to identifiable voters, a campaign with a larger presence will be able to reach and connect with more voters. Since the platform is “social” more=better, larger and casting a wider net in terms of audience.

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