So what caused the breakdown and why didn’t it get fixed in time? Well according to sources who worked closely with the program, the blame is at the feet of consultants.
Specifically Targeted Victory, FLS Connect, and The Stevens and Schriefer Group. While the Romney campaign did work with other consultants, they were apparently not part of the problem.
They say that the truth is the consultants essentially used the Romney campaign as a money making scheme, forcing employees to spin false data as truth in order to paint a rosy picture of a successful campaign as a form of job security.
Zac Moffatt, Digital Director for the Romney campaign, was specifically named as having “built a nest egg for himself and co-founder of Targeted Victory, Mike Beach,” and that they “didn’t get social” media and ignored objections from other consultants and staffers in the campaign.