New Socialbakers research has found that Hillary Clinton's social media pages have fewer followers and less engagement than Donald Trump's pages. Even though Clinton's "convention bump" in the polls exceeded Trump's, that same effect was limited on social media. Are their teams focusing their social media strategies on the right platforms?
Why Fan Growth MattersSocialbakers has found that a politician's number of Total Fans is more important than it would be for a typical business on Facebook, especially since Facebook has retooled the News Feed algorithm to prioritize content shared by family and friends.
Like media publishers, politicians rely primarily on organic content to spread their messages on Facebook. Media publishers generally promote less than 5% of their Facebook content, and since both candidates promote very little as well, it is reasonable to consider their Pages more like media publishers rather than like celebrity or business Pages.
Trump Beating Clinton For Engagement On Each NetworkOur analysis also revealed that Trump's Facebook Page received 2.35x more engagement than Clinton's page this month, though her Page posted slightly more content than Trump’s. On Twitter, Clinton also saw less engagement despite tweeting much more frequently than Trump.
No matter what causes each spike in activity and engagement for either campaign, one thing is clear: the social media advantage that famously helped power President Obama's electoral victories now appears to be on Trump's side.
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