On this point you are wrong. In 2008, Romney did try reaching out to the social conservatives and they still didn't "get on board" with his candidacy. So this time around he focused on what should have been the biggest issue of the day: the economy. Whenever asked about social issues, he was always solidly conservative, but he didn't let himself or his campaign get off message. They wanted to focus on the economy because that should have been Obama's major weakness. Little did we know that a majority of voters blamed Republicans for Obama's economy.