It's all about the Binders Full of Women.
Social media elevates the hilarious and the bizarre — Clint Eastwood's empty chair. Big Bird.
And now, Mitt Romney's rambling answer on gender equality.
As evidence of Romney's commitment to women, he said he accumulated "binders full of women" to ensure his cabinet wasn't all men.
The reaction was instant.
A Facebook group Binders Full of Women had 16,000 "likes" in just minutes, as the hashtag #binders fullofwomen trended on Twitter.
Indeed, it wasn't the best night for Romney on the Twitterverse, with its newly launched political index showing that President Obama enjoyed higher support.
The smack talk had already begun before the debate, with the Obama campaign tweeting: "If we can't trust Romney to tell the truth on the campaign trail, we can't trust him in the Oval Office."
Yet at Hofstra University last night, Commission on Presidential Debates co-chairs Mike McCurry and Frank Fahrenkopf were reading the audience the riot act on social media, telling them "no tweeting, no texting, no emails."
Not surprisingly, they were widely panned on the Web.
Prior to the debate, Romney's personal aide gave social media viewers a behind-the-scenes look at the former Bay State governor's pre-debate moments on Instagram. Actress Eva Longoria meanwhile waged a pro-Obama Twitter war with the hashtag #RealRomney.
Donald Trump, for one, was unmoved, tweeting: "Obama better than last time but again, @Mitt Romney wins. Good night."
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