I'd agree that Romney did not articulate a message on the social issues. In hindsight, perhaps that was an error. However, he wanted to focus everything on the economy. Many believed that was the best strategy because if the election was about the economy, Obama shouldn't have been reelected. All the things you mentioned are social issues. They don't explain how over half the country blame Bush for the past 4 years. Perhaps Romney should have hit the social issues more. Who knows?