Why Donald Trump is the Surprising New Social Media Expert
On June 16 2015 someone, somewhere became the first person to utter the words ‘how has this happened?’ in response to learning that Donald Trump was to run for president. Since that day it’s been a thought as constant as the worry that he might just actually do it. These presidential elections have been less than inspiring in many ways but amidst all the finger-waggling and name-calling, the one reputation that can depart this election season unscathed is that of social media.
Before the elections begun, there was a premonition that social media would feature heavily throughout the campaign period due, in no small part, to the technological developments which have taken place since the last election and its ever increasing prominence in society. (Fun fact – at the time of the last presidential campaign in 2012, Snapchat had only been in existence a few months!) And indeed, both parties took to social media like fireworks on Independence Day with reports claiming that as of July 2016, 24% of American adults had turned to the social media accounts of Donald Trump or Hillary Clinton for news and information about the election, more than those who had turned to either of the candidates’ websites or emails combined.
Of the many, many words to describe Donald Trump, forward-thinking would not be top of the list. He is someone more concerned with the traditional over the modern, arguably more regressive than progressive, which is why it’s interesting to note the advanced approach he took towards his social media strategy and his belief that he is the ‘Ernest Hemingway of 140-characters.’ Back in September, had the election been based on social media numbers, America would doubtlessly have a President Trump on their hands. Remarkably, it’s not that difficult to see why. Choosing to have less field offices (a mere 88 compared to Clinton’s 291) and more focus on social media presence, not only has the 70-year old property mogul saved himself almost 2 billion dollars, but he’s also demonstrated huge efficacy when drawing support from the electorate via social media including those ever important millennials.
At 12 million, Trumps tweets have been retweeted almost twice as many times as Clinton’s. He’s also received three times as many likes on his Twitter activity than Clinton and averages almost 6 retweets per tweet sent. He sometimes even retweets his followers. However, it’s not just the electorate that the Trump campaign engages with over twitter. As soon as ‘Donald Trump is typing’ appears, as soon as the three bubbles pop up, the mass media is there waiting to pick up on anything he posts. Take for example his 15 second Instagram videos; short, snappy, succinct.
An 'extremely credible source' has called my office and told me that @BarackObama's birth certificate is a fraud.
— Donald J. Trump (@realDonaldTrump) August 6, 2012
I have never seen a thin person drinking Diet Coke.
— Donald J. Trump (@realDonaldTrump) October 14, 2012
Sorry losers and haters, but my I.Q. is one of the highest -and you all know it! Please don't feel so stupid or insecure,it's not your fault
— Donald J. Trump (@realDonaldTrump) May 9, 2013
What’s more, as the majority are filmed in Trumps offices or other unassuming locations with little to no production value, they cost absolutely nothing to create. Yet they are quickly picked up by media channels who then broadcast them across television and social networks which, needless to say, amounts to free advertising for Trump. Similarly, by dissecting one of Trumps recent posts, publishing articles provoked by a particular tweet, generating memes or embedding links to his social media accounts, the media have essentially done the legwork for the Trump campaign, saved him more money than you or I will ever need to concern ourselves with and kept him very much in the public eye.
As soon as ‘Donald Trump is typing’ appears, as soon as the three bubbles pop up, the mass media is there waiting to pick up on anything he posts. Take for example his 15 second Instagram videos; short, snappy, succinct. What’s more, as the majority are filmed in Trumps offices or other unassuming locations with little to no production value, they cost absolutely nothing to create. Yet they are quickly picked up by media channels who then broadcast them across television and social networks which, needless to say, amounts to free advertising for Trump. Similarly, by dissecting one of Trumps recent posts, publishing articles provoked by a particular tweet, generating memes or embedding links to his social media accounts, the media have essentially done the legwork for the Trump campaign, saved him more money than you or I will ever need to concern ourselves with and kept him very much in the public eye.
Mark Zuckerberg, eat your heart out.
By Aisling Lewis
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