Social Media in the 2016 U.S. Presidential Election

Posted on by Rebecca Hansen

Social media is one of the best tools to engage with followers. For the upcoming presidential election, it is more important than ever to create these online relationships in order to become an informed nation. The 2016 U.S. presidential candidates use various social media channels such as Facebook and Twitter to communicate with potential voters. In particular, I believe if they utilize two specific practices, they will improve their campaign by curating messages.

First, as a means of gatekeeping, candidates can choose the messages that audiences see first. Using a “pinned” post on Facebook or a “pinned” tweet on Twitter allows a message to remain at the top of a user’s profile.

In the example above, Presidential Candidate Ben Carson pinned a post on Facebook to show that he polled higher than his competitor, Donald Trump. Carson pinned it to both Facebook and Twitter in the hopes that anyone browsing his page (follower or non-follower) would see the “facts” and develop a positive attitude toward him and/or his campaign.

Another way candidates can improve their social media endeavors is to post messages using campaign-centered hashtags. In the example below, Candidate Bernie Sanders uses #Bernie2016 to expose his campaign. Surprisingly, most candidates do not tweet their hashtag with every message they produce.

When adding hashtags to their messages, they not only redirect the message back to their campaign, but they produce specific agenda-setting messages that create awareness (rather than attitudinal or behavioral change.) Issues that matter most to politicians can be posted with other, general hashtags like #GenderEquality, #ClimateChange, or #Healthcare. These generalized hashtags can be specified to the candidate’s stance on the issue, prompting support from organizations tied to that cause.

Sometimes candidates (or rather the PR teams of each candidate) offset the hashtag with an external link to their campaign website. Although this can be effective in its own way, it does not create the “buzz” on the social media platform in which it was posted. Trending hashtags allow other users to search for the messages on the social media platform in order to get involved in the discussion.

Hashtags, although incredibly useful, can have their downsides. For example, Donald Trump took to Twitter with #AskTrump in September 2015. Social media users took advantage of the hashtag and used it to counter his proposed agenda.

Even months after the Q&A, users are still using the hashtag. If the use of a such a hashtag won’t stop, focusing on other campaign-focused hashtags like slogans might do the trick.

In the game of politics, exposure is key. These two social media practices are sure to create buzz. The trick to social media is trying to keep the buzz positive and in line with the agenda set forth by the candidates.

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