"By combining Facebook's data with data from so-called data brokers they have everything," Wall Street Journal technology columnist Christopher Mims said on CNBC's "Squawk Alley" Monday morning.
That combination allows campaigns to uncover a person's current stance on the election, personal details including relationship status and even political leaning, Mims noted.
Facebook's impact has also influenced personnel decisions within the presidential campaigns.
"[Donald] Trump's (R) 'ground game' is really big on Facebook. He hired a team out of San Antonio Texas. They were traditionally just a digital ad team, and they have been doing quite a lot for his campaign. The head of that team is now his head of digital and data operations," Mims explained.
However, while Facebook can be an effective tool in the communication between campaigns and voters, Mims did caution that all news on the platform is not credible. Sometimes fake news headlines will appear to entice users to click on them, only to be fed miss-leading or inaccurate information.
Shares of Facebook opened higher on Monday.
(Facebook is held in Jim Cramer's charitable trust Action Alerts PLUS. See all of his holding with a free trial here.)
Separately, TheStreet Ratings objectively rated this stock according to its "risk-adjusted" total return prospect over a 12-month investment horizon. Not based on the news in any given day, the rating may differ from Jim Cramer's view or that of this articles's author.
TheStreet Ratings team rates Facebook as a Buy with a ratings score of A-. This is based on the convergence of positive investment measures, which should help this stock outperform the majority of stocks that the team rates.
You can view the full analysis from the report here: FB