The last two presidential elections have proven how vital social media is to becoming President of the United States. So I thought it would be fun to compare the online presence of the two candidates currently vying for that job. Here are the stats I collected on August 5, 2016. (Of course, stats on the Web change by the second.)
Let’s start with searches, specifically Google. We know that when people want to learn about something – or someone – Google is by far the most popular search engine.
The total number of Google results returned when I typed in “Donald Trump” were 228 million. I received 145 million when I did the same for “Hillary Clinton.” Interesting, but what really matters is what the top three search results are, because the first three spots in a Google search garner the most clicks (“Roughly 60% of search engine visits go the top three results,” according to Business2Community).
Donald Trump’s top 3 search results are led by the site for his business interests:
His official campaign site shows up as the fifth entry.
Hillary Clinton’s official campaign site is the first of her top three search results:
- Hillary Clinton 2016 | Hillary for America
- Hillary Clinton (@HillaryClinton) – Twitter
- Hillary Clinton – Wikipedia entry
Klout is a website that uses social media analytics to rank the online social influence of its users, providing a score between 1 and 100. In other words, your Klout score represents your social influence.
Hillary Clinton’s Klout score is 95. And the topics she’s most often associated with are Activism, Barack Obama, Bill Clinton, Children, Donald Trump, Economics, Elections, Government, Hillary Clinton, History, Human Rights, Immigration, LGBT Issues, Politics, Republican Party, September 11th attacks, The White House, US First Ladies, US Senate, and Washington.
Donald Trump’s score is 6 points lower – 89 – and his topics are Affordable Care Act, Benghazi, Bill Clinton, Border Security, CNBC, CNN, Conservative Politics, Donald Trump, Federal Bureau of Investigation, Fox News, Government, Hillary Clinton, Immigration, Police, Politco, Politics, Republican Party, The White House, and Twitter.
Interestingly, both Mr. Trump and Mrs. Clinton are deemed experts by Klout on Bill Clinton, Hillary Clinton, immigration and the White House.
Donald Trump does not have a personal profile that I could find. There is a page with his name on it, but it seems to be an unauthorized spoof. Nor is there a company page for the Trump Organization. There is a Donald Trump for President group with 5,200 members.
Hillary Clinton is a LinkedIn Influencer. Her page has 465K followers. Her Summary reads like this: Wife, mother, grandmother, women and kids advocate, FLOTUS, FLOAR, Senator, Secretary of State, dog person, hair icon, pantsuit aficionado, 2016 presidential candidate.
We all know that Mr. Trump’s use of Twitter rivals the Kardashians’. He has amassed over 10.7 million followers and sent over 32K tweets. That’s 25% more followers than Hillary’s 8.1 million and more than four times her number of tweets. Both Mrs. Clinton and Mr. Trump are using their Twitter accounts to broadcast rather than to listen. Mrs. Clinton is following only 743 people and Mr. Trump is following just 45.
Hillary Clinton has received 5.4 million total page likes, which is slightly more than half of Donald Trump’s 10.2 million. But the level of engagement in their Facebook pages is similar. She has 3,317,442 “people talking about this,” and he has 3,158,144.
Despite the huge amount of video content both candidates have posted, it appears that neither Hillary Clinton nor Donald Trump has a YouTube channel. So I did a Google video search to determine the relative quantity of content: Hillary has 10.6 million entries, and Donald Trump has 14.9 million.
The candidates are closer when it comes to Instagram:
- Hillary Clinton: 1.8 million followers, 658 posts, following 74
- Donald Trump (realdonaldtrump): 2.2 million followers, 870 posts, following 15
Lastly, I looked at the candidates’ official campaign websites. Both prominently feature an opportunity to contribute from $10 to $100 to the campaign on the home page – not surprising. Mr. Trump’s site has an additional, bright-red button encouraging contributions of $150.
You can draw your own conclusions about what these statistics predict, but the number that really matters is voter turnout, especially in battleground states with a lot of electoral votes. Of course, that’s fueled by social media.