Last night was the ABC/Facebook debate. I’m sure the partnership was put together on the heels of the wildly successful CNN/YouTube debate.

So which media outlet won in the debate wars? CNN/YouTube hands down. Why? They won because CNN fully embraced the essence of YouTube and its user-generated content (UGC). The entire debate was driven by UGC. CNN’s role was simple — pick the appropriate UGC video questions to ensure a broad range of topics were covered, and then act as the facilitator to ensure that the presidential candidates answered – and I use that term loosely – the questions. In addition to its UGC, YouTube’s fun, anything-goes personality came through and was refreshing for the viewers.

Given Facebook’s 50,000,000+/- members, ABC had a huge opportunity to tap into some great UGC. Unfortunately, they didn’t. The debate was a typical ABC-driven, dull traditional media event. Aside from a Facebook logo and an occasional gratuitous survey generated by Facebook, the debate had absolutely no sign of UGC or Facebook. None. Zip.

As a Facebook addict, I watched the debate on TV while being logged onto Facebook. Since ABC chose not to have a live Facebook question thread I would have hoped at a minimum they would have used some of the interesting, eye-popping Facebook survey data being generated live on the site. Those of us logged on saw that immediately after the Republican debate Facebook asked its members: “Which Republican candidate appeared most “Presidential” during the debate?” Ron Paul won with 41% of the vote. Hello? Ron Paul? Does anyone else think that is a bit of eye-popping UGC? I do. Apparently ABC did not. That would be way too out there for the ABC brand. (For the record I am not a Ron Paul supporter).

When CNN allows a snowman to ask a question about global warming, they fully embrace the essence of user-generated content and run with it. When ABC lets Charles Gibson ask the questions and only puts a few safe Facebook survey questions up on the screen, they do not. It’s a shame. This was ABC’s opportunity to come out of the dark ages and leverage a white-hot brand like Facebook to help illuminate the ABC brand. They blew it.

Which media outlet do you think won the debate wars?