I asked my husband about this, and he said, "Boy, someone bought the sales pitch." You have to remember, in 2012 FB really wanted to show how important they could be to campaigns. They had teams working with BOTH Romney and Obama, doing what this woman described and more. FB wanted to prove their usefulness. FB has veered between being more than a social platform, to now returning to just a social platform. They grabbed the tiger by the tail. I don't know if it was more naïveté or cluelessness.
Obama's 2008 organization pioneered the use of social data. In 2012 it was like the Wild West, with everyone trying to test the limits. Data people were warning about this stuff then. Now it's escalated to a whole new level.