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He was recently published by The Hillwith an article explaining how social media may have had an impact on the outcome of the presidential election. The article reads as follows: Post-election, much of the OMG-how-did-Trump-win analysis has focused on old-school tactics, such as scheduling and polling.
Did pollsters give proper weight to various voter groups in random sampling? Overlooked amidst this tactical navel gazing is a clear, undebatable win-loss calculation: He mastered Twitter by embracing immediacy right nowtransparency unvarnished expressionand risk rather than caution.
To be clear, I am not claiming causation, that Trump won because he was better at social media. Twitter skill alone does not determine political outcomes.
But understanding social media certainly is helpful, if not essential, in assessing the presidential election. I am director of the social media analytics lab at the Scripps College of Communication at Ohio University. As scientists, we looked at trends and metrics: Overall, online interest in candidate Trump was three times higher than Clinton, according to Google trends analysis.
Trump was the most Googled candidate, and also most mentioned on Twitter and Facebook. Trump had 4 million more Twitter followers than Clinton. Nearly half of television viewers — 42 percent — do not bother to watch campaign commercials, according to research done by the University of California at Los Angeles UCLA and Stanford University.
Only one of four younger voters said they used TV ads as a source of political news, said a survey commissioned by a group allied with Republicans. In the context of widespread distrust of mass media while many voters tune out political TV advertising, social media engagement by candidates and campaigns rises to new prominence in politics.
Cynics like to revert to that over-used quote about showmanship: I specialize in metrics, not psychology, so I defer to others to discern P. However, based on what I know about metrics, I suggest a behavioral change in social media habits that I believe would benefit our Republic.
As social media consumers, we should resist limiting ourselves to an echo chamber of like-minded voices. Four of 10 social media users blocked or minimized content due to politics, according to Pew research. More than eight of 10 say they ignore political posts they disagreed with. In a pluralistic society, healthy social media engagement should be unafraid of competing views, even welcome them.Made possible thanks to a $, gift from P.
Kelly Tompkins. Cleveland attorney and business leader P. Kelly Tompkins has made a $, gift to his alma mater, Cleveland-Marshall College of Law at Cleveland State University, to establish a substantive leadership education program for law students.
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