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发帖数: 10345 | 1 http://www.usatoday.com/story/tech/news/2016/08/04/trump-clinton-social-media-twitter-facobook-youtube-snapchat/87974630/
Trump vs. Clinton: how the rivals rank on Twitter, Facebook, more
LOS ANGELES — In the presidential campaign waged on social media, Donald
Trump already has the most votes.
That's probably of little surprise to people following Trump's frequent, off
-the-cuff Tweets from @therealdonaldtrump. But Democratic rival Hillary
Clinton has her own pockets of strength — notably YouTube, which showcases
highly produced campaign videos. And she's got a presence where Trump is
nearly absent, including Snapchat and LinkedIn.
Social media has made a bigger impact in this election cycle than any other
in history, both for breaking news and as a way for citizens to directly
connect to candidates. The nominees respond to each other on Twitter, pump
up followers on Facebook, and use YouTube to replay stump speeches and
showcase campaign ads. It all serves to amplify traditional campaign-trail
rallies and produce a huge source of material for the news cycle.
“Conflict sells,” says Michael Cornfield, an associate professor at George
Washington University, about why Trump’s tweet rants have been so covered
by the media.
Take Trump's recent spat with the parents of a soldier who died in combat.
It escalated on Twitter after the father, Khizr Khan, criticized Trump at
the Democratic National Convention.
The styles couldn't be more different. Trump has a brasher style and clearly
crafts most of his tweets. Clinton's posts tend to be soundbites from her
campaign, and many appear created by a social media team. He often uses the
platform to settle scores and blast people, while hers are less personalized
and more aspirational (though sometimes she takes a dig at Trump.)
“The media loves tweets,” says Jayson DeMeers, founder of Audience Bloom,
a firm that helps companies with their social media strategies. “They are
short, easy to talk about, and and simple to put up on a TV screen.”
In terms of shear numbers, Trump has 22.7 million likes and followers on
Facebook, Twitter and Instagram, to Clinton's combined 15 million. He's
noticed. "I'm head and shoulders above everyone else," on social media, he
told the Washington Post this week.
But Clinton is far ahead when it comes to YouTube, where her political ads
have drawn in 16.4 million views to Trump's 8.1 million.
With this huge social activity, it's tempting to think voters are more
engaged — and thus less likely to vote in November.
Not necessarily. Robert Hernandez, an associate professor at the University
of Southern California cautions that Twitter "does not necessarily equate or
reflect the U.S. electorate, or the general public."
A closer look at the candidates on social media:
Twitter: The numbers. Trump, who started the campaign with 4 million
followers, now has over 10.6 million, while Clinton, who began with about 1
million, now has 8.1 million. Trump has posted 32,800 tweets; Clinton has
just 7,260 tweets to her name.
The style. Trump types out opinions (“Obama will go down as the worst
president ever”) and re-tweets articles that he agrees with, some from
publications like the Washington Post or Daily Mail, and other times from
extreme right-wing publications that have included white supremacist
organizations.
He retweets comments from actor James Woods and conservative commentator Ann
Coulter. His retweets are sometimes a source of controversy. Trump, who
usually refers to the democratic candidate as "Crooked Hillary," deleted a
tweet after some complained about the use of a Jewish star in the image,
calling it anti-semitic, and noting the same image was used on a neo-Nazi
message board.
His tweets also directs folks to rallies and posts videos and photos from
the events.
“No one has ever beaten or come close to Trump when it comes to Twitter,”
Cornfield says.
Clinton uses her @hillaryclinton handle to post pictures from rallies,
retweet negative Trump coverage from CNN and CNBC, retweet critical stuff
about Trump (including a recent blast from Ohio governor John Kasich),
photos and videos from her rallies and bus trip across the mid-west, and
quotes from the candidate, which appear to be pulled from her stump speech.
To his constant blasts, Clinton often doesn't respond, but has urged him to
"Delete your account," Twitter speak for "Shut up."
Clinton has taken some ground by more often using visuals with her tweets,
however. Cornfield notes Clinton got more retweets of her message during
the Democratic convention than the Republicans did, by using tweets with
images and videos from the event. He published his findings on Medium.
Offering the personal touch has clearly helped Trump greatly grow his
audience. But what works for one candidate may not work for another.
“Stream of consciousness tweets appeal to a different type of voter, the
Trump voter,” says DeMeers of Audience Bloom. “She’s taking a calculated
risk to not go there.”
Facebook: The numbers.Trump has 10 million likes to Clinton's 5.2 million.
The style. Trump is more visual here than on Twitter, with graphics that
support his views, short videos talking directly to the camera, complete
texts of press releases, photos from rallies and the occasional rant. “CNN
will soon be the least trusted name in news if they continue to be the press
shop for Hillary Clinton!” said one post.
Clinton’s Facebook re-runs quotes (with photos) from convention and rally
speeches, re-postings of Trump gaffes from ABC News and others, behind the
scenes photos and campaign ads.
In this presidential cycle, it’s all about Twitter, despite Facebook having
a much larger audience (1.6 billion to just over 300 million for Twitter.)
Because the Facebook algorithm only reaches a portion of the audience at any
given time (mainly friends or followers), Twitter is seen as the way “to
reach the press, influencers and policy makers,” since it’s a public forum
that doesn’t require registration to read, says Alan Rosenblatt, a senior
vice-president of political communications firm Turner4D.
YouTube: The numbers. Clinton's YouTube channel has 16 million views and
64,000 subscribers, to Trump's 8 million and 45,000 subscribers.
Clinton offers 179 videos here, everything from president Barack Obama
endorsing her, tributes to Clinton’s mom and being a grandmother and a “
Quick Question” series with soft, human interest Q&As on topics like best
advice from her mother and what it was like moving her daughter to the
college dorm.
She also showcases clips from the convention, (the same ones seen on
Facebook) and campaign speech highlights. The most viewed video is the 2
minute “I’m running,” video she used to announce the campaign, with
nearly 5 million views.
Trump’s most viewed video is a short excerpt from him introducing vice-
presidential running mate Mike Pence at a press conference, with just over 2
million views. The 43 videos in total feature campaign ads, Trump talking
directly to the camera about issues, complete speeches from rallies and
short attack ads against Clinton.
Clinton has a stronger following on YouTube because “she posts more often,
” says Turner4D's Rosenblatt. And with more campaign cash at her disposal
and a larger staff, she has the resources to produce more slick videos,
which can be shared to Facebook, Instagram and other outlets.
Instagram: The candidates--2.2 million for Trump vs. 1.8 million for Clinton
, use this platform to post photos and videos, the same ones that have been
seen on Facebook, Twitter and YouTube. The difference is they are in the
square format of Instagram, and often have text graphics as well. Instagram,
which has 500 million daily users, is seen as a play for the youth vote for
the candidates.
Snapchat: Clinton has used Snapchat a bit, with the geofilter feature that
lets people in a specific area create augmented reality frames for a limited
amount of time. Snapchat's audience tends to be young, and very tech savvy.
LinkedIn Clinton has nearly 500,000 followers, while Trump doesn't appear to
have an official presence. On LinkedIn Clinton posts articles about such
topics as infrastructure and equal pay for women, first seen on her website,
as well as her resume.
Meanwhile, with more than 3 months to go until the fall election, Larry
Sabato, the founder of the University of Virginia's Center for Politics,
cautions to “keep it all in perspective"
Yes, the candidates have a large social following, but far more people voted
in the primaries, some 28 million (13 million for Trump, 15 million for
Clinton) and even more, 135 million, people traditionally vote in the fall
election, he notes. | C*******r
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