A new study of Twitter data from the 2010 elections found that in 404 out of 406 competitive U.S. House races, the candidate who attracted the most social media chatter -- with a few conditions taken into account -- subsequently went on to win. That suggests Twitter analytics could prove as important as opinion polling in coming election cycles, writes Indiana University's Fabio Rojas, co-author of the study. "If people must talk about you, even in negative ways, it is a signal that a candidate is on the verge of victory," Rojas writes.

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