Did Social Media Predict the Presidential Election?
The results are in, the winner has been proclaimed, and ‘the people’ are taking to social media. Different opinions are flying around social media, as people exercise their First Amendment right in this time of historic change. But, if there’s one thing we can all agree on, we know both candidates used the power of social media to leverage their campaigns. Was the number of social media fans/followers each candidate had directly related to the results of the election? Let’s break it down.
On the day of the election, November 8th:
Donald: 12.3 M
Hillary: 8.3 M
Donald: 13.1 M
Hillary: 10.3 M
Donald: 2.9 M
Hillary: 3.1 M
While this may not be enough information in its entirety, it is evident that overall Trump had a larger following by 23%, considering all three platforms. Maybe social media was a better indicator than the polls after all…
Was this largely due to each candidate’s policies, principles, and values? We can all assume so. But could the candidate’s social media efforts have also played a major role in this? Regardless of your personal beliefs, maybe there is something to learn from Trump’s marketing campaign.
According to a study conducted by EzyInsights, Trump continuously outperformed Clinton when it came to Facebook engagement. In the month of October, Trump went on Facebook Live 33 times, while Clinton went Live 11 times. Videos currently triumph over all other content being posted to Facebook right now.
Trump not only harnessed the power of video, but he also became an expert on Twitter. He was extremely active in covering major events- voicing his opinion in real time. Although his opinions were often times controversial, they did, however, generate a lot of attention in the mainstream media.
It is interesting to dissect the difference in Trump vs. Clinton’s social media approach. While Clinton’s campaign, used images and text to tell a story and relate to others on an emotional level, Trump’s campaign used a much more honest and direct approach to spread his message far and wide. In total, his social media performance did, in fact, affect the election results. His high volume of activity and engagement got people talking; it was contagious.
At last, our goal, as business owners who continuously strive to better market our brands, is to make sense of what worked versus what didn’t work. Let’s learn from this election, grow as a country, and stand united as one nation under God.
-written by Angela Grieco at Social Ally