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Donald Trump vs Hillary Clinton: a Comparison in Social Media Branding
- 2. 2 4. Executive Summary 5. Background (Donald Trump) 6. Background (Hillary Clinton) 7. Free Media Coverage 8. Twitter (Overview) 9. Twitter (Trump vs Clinton) 10. Twitter (Winner) 11. Facebook (Overview) 12. Facebook (Trump vs Clinton) 13. Facebook (Winner)
- 3. 3 14. Youtube (Overview) 15. Youtube (Trump vs Clinton) 16. Youtube (Winner) 17. Instagram (Overview) 18. Instagram (Trump vs Clinton) 19. Instagram (Winner) 20. Snapchat/LinkedIn (Winner) 21. Social Mention 22. Summary 23. Evaluation 24. The Overall Winner 25. Sources
- 4. 4 Executive Summary: Donald Trump’s election to become President of the United States in the Presidential Election of 2016 was completely shocking to the people of the United States of America and the rest of the world. Many polls estimated that Clinton would win the Electoral College and the election by a landslide. Below is a graph showing that the polls favored Clinton by 98.1% on November 7, 2016. Former President Barack Obama was probably one of the earliest Presidents to utilize social media to help propel his campaign. In the Presidential Election of 2016, we saw Trump and Clinton use social media like never before. My objective here is to evaluate both Trump’s and Clinton’s social media branding to consider who had a more effective campaign online.
- 5. 5 Background (Donald Trump): Donald J. Trump was a businessman and television personality prior to entering politics. He was the chairman and president of The Trump Organization from 1971 until January 2017. Trump’s campaign revolved around a blunt and straight forward approach. His campaign received lots of free media coverage, which has to do in part of his social media branding strategy and his tweets, which were sometimes seen as controversial.
- 6. 6 Background (Hillary Clinton): Hillary Clinton was the First Lady of the United States, a U.S. Senator and the 67th United States Secretary of State prior to her nomination by Democratic Party for the Presidential Election of 2016. Her campaign has revolved around using her star power to gain supporters. Furthermore, Clinton is known to have used a closeted campaign approach, which involved a more controlled media approach.
- 7. 7 Free Media Coverage: The infographic below shows that Trump had more than double the amount of free media coverage that Clinton had. This had to do with the difference in campaign approach. It is important to consider that Donald Trump had a very different campaigning approach to Hillary Clinton’s campaigning approach. So, it is important to keep that in mind when evaluating their two approaches.
- 8. 8 Twitter (Overview): Above shows the huge difference in the volume of tweets and followers between Donald Trump and Hillary Clinton. Trump began with roughly 3 million followers prior to the announcement of his candidacy, while Clinton began with roughly 3.5 million followers prior to the announcement of her candidacy, which is shown on the graph below.
- 9. 9 Twitter (Trump vs Clinton): Donald Trump Hillary Clinton Types out opinions Post pictures from rallies and quotes Retweets articles and commentators, which are often the center of controversy Retweet negative Trump coverage from CNN and CNBC “Stream of consciousness tweets” –DeMeers of Audience Bloom Took calculated risk not to use the same “stream of consciousness” approach that Trump had Referred to Hillary Clinton as “Crooked Hillary” Often ignored Trump’s twitter blasts… responded with “Delete your account” “No one has ever beaten or come close to Trump when it comes to Twitter” -Cornfield Utilized more visual elements in her tweets
- 10. 10 Twitter (Winner): Donald Trump is the clear winner because of his strategic way in which he utilized Twitter to receive free media coverage. His tweets and retweets were often the source of controversy. But, this controversy is what propelled the media to cover Trump to the extent that they did. He was also very strategic in the way he used Twitter to cater to his target audience. His target audience was looking for someone who was blunt and unafraid to say what was in mind. The one thing that Hillary Clinton did better with was utilizing visual elements more often and more effectively.
- 11. 11 Facebook (Overview): The numbers above show that Donald Trump doubled Hillary Clinton’s number of likes. The infographic below shows that Clinton had a much higher usage of photos, links and videos than Trump did.
- 12. 12 Facebook (Trump vs Clinton): Donald Trump Hillary Clinton More visual and graphics to support his views Reran quotes with picture from convention and rally speeches Released short videos of Trump talking directly to the camera Posted behind the scenes pictures and campaign ads Released complete texts of press release Re-posted Trump criticisms released by news sources such as ABC news
- 13. 13 Facebook (Winner): Donald Trump is the again the winner for Facebook. He received much more likes, comments and shares as shown in the infographic below. Clinton did have a friendlier multimedia approach, but Trump’s use definitely had a wider and more interactive reach. Trump’s direct messages to his target audience seemed to really hit the sweet spot for his audience. The target audience felt more connected with Trump because of his videos.
- 14. 14 Youtube (Overview): Below is an infographic that displays Trump’s Youtube metrics compared to Clinton’s metrics. Trump has over double the number of engagements than Clinton does.
- 15. 15 Youtube (Trump vs Clinton): Donald Trump Hillary Clinton Has complete speeches from rallies and attack ads on Clinton Wide variety of videos (Obama’s endorsement and Quick Question series) Directly talks to the camera to create a more personal feel Slicker videos because of campaign cash Most popular video is Trump introducing his running mate, Mike Pence Most popular video is “I’m running” to announce campaign
- 16. 16 Youtube (Winner): Hillary Clinton is the winner here because of her better produced videos, which has to do with her campaign funding. Both channels try to give a personal touch. Trump does this by talking directly to his audience. Clinton does this by answering questions and presenting herself as a loving grandmother. Trump did get more engagement, but Clinton was able to better utilize Youtube for its’ video functionalities.
- 17. 17 Instagram (Overview): The numbers above show that Donald Trump led Hillary Clinton by 500 thousand followers on Instagram. Both candidates post pictures and videos that have previously appeared on Twitter, Facebook or Youtube.
- 18. 18 Instagram (Trump vs Clinton): Donald Trump Hillary Clinton Reposted photos and videos from Twitter, Facebook and Youtube Reposted photos and videos from Twitter, Facebook and Youtube Used in hopes of gaining younger voters Used in hopes of gaining younger voters Posted many of his quotes on Instagram Had celebrities take over her account
- 19. 19 Instagram (Winner): Hillary Clinton is the winner for Instagram. Although Donald Trump was ahead with the number of followers, Clinton was able to effectively use her star power in Instagram. Different celebrities took over Clinton’s Instagram. Strategically, Clinton was very clever in using her clout to help her on Instagram. When evaluating both Trump and Clinton on Instagram, their accounts came neck and neck in all honesty.
- 20. 20 Snapchat/LinkedIn (Winner): Hillary Clinton is the winner for both Snapchat and LinkedIn because Trump didn’t have much of a presence on either social media channels. Clinton used Snapchat’s geofilter capabilities in her campaigns. On LinkedIn, Trump didn’t have an official presence.
- 21. 21 Social Mention: Below is the social mention values for Donald Trump and Hillary Clinton. We have to consider that these values are real time, so these different values won’t be as beneficial for us to analyze in great detail because we are analyzing both Trump and Hillary’s social media branding retrospectively. It is easy to see that Clinton has a much higher passion percentage than Trump does.
- 23. 23 Evaluation: The Presidential Election of 2016 truly changed the way future Presidential campaigns will be run in the future. In the summary, it is easy to assume that Clinton won in Social Media Branding. Yes, Clinton was better with utilizing the functionalities in Youtube and using her star power in Instagram. Clinton also won by default in Snapchat and LinkedIn because of Trump’s lack of presence in these social media channel. It may seem that Clinton won; however, based on interactions and impressions, Trump won in Social Media Branding by a landslide. Clinton may have utilized some of the channels more effectively, but Trump more efficiently reached a larger audience and created more opportunities for interaction. At the bottom of this page, there is a graph proving Trump had much more engagement in his social media channels.
- 24. 24 The Overall Winner: Donald Trump is the overall winner because he was able to get so much free press through his different social media channels. In a presidential election, the goal is to reach as many people and gain voters. Trump surely was able to accomplish both goals considering he won the Presidential election of 2016.