Social media has been Donald Trump’s stomping ground since he was first nominated as the Republican candidate for the US Presidential Election.
With a loyal, vocal band of social media followers and clear, simple messages Trump has dominated the social media conversation - but over recent weeks, particularly since the start of the debates, the scales have begun to even out in Clinton's favor.
We’ve been tracking all the social media data surrounding the 2016 US election using our live social media election tracker and a closer look at the numbers shows that Clinton is actually outperforming her Republican rival in several key areas.
Trump is center of attention but Clinton’s driving the discussion
There's little doubt that Trump is still dominating the overall conversation when it comes to social media. He's mentioned around 4X more than Clinton, not only during debates but day-to-day. Overall, hashtags in support of Trump are used more than hashtags in support of Clinton and he's more active on social networks.
But when it comes to the actual nature of these discussions – particularly during the last two debates – Clinton has had much more success.
Consider the main topics of social media conversation from the last two debates:
In both cases, the main topics are things that Trump most likely wants the public to forget: his tax returns and his comments about women.
Trump has the volume but Clinton getting more bang for her buck
On their official social media accounts, Trump and Clinton have very different strategies. Trump talks to his audience like he’s having a conversation with them with few links or pictures to distract from his words. By and large, this has helped him during the campaign with Trump’s Twitter usage in particular capturing the attention of many.
Wow, @CNN got caught fixing their "focus group" in order to make Crooked Hillary look better. Really pathetic and totally dishonest!
— Donald J. Trump (@realDonaldTrump) October 10, 2016 Clinton by contrast uses social media in a more “traditional” way, crafting campaign sound bites, adding links and inserting images.
We counted all the times Donald Trump lied in last night’s debate so you didn’t have to. https://t.co/kHkzkVkfmv
— Hillary Clinton (@HillaryClinton) October 11, 2016 And while Trump is still getting more engagement overall on most social media channels, looking at interactions on a per post basis, Clinton more than holds her own.