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BizReport : Social Marketing : July 27, 2016

2016 presidential race increasingly social

The Pew Research Center has released a study into the evolution of presidential candidates' news dissemination and found that this year their social media activity outpaces their websites and emails as a source of news.

by Helen Leggatt

More U.S. adults turn to posts made on social media by Hillary Clinton or Donald Trump than they do their campaign websites or emails, found Pew. While nearly a quarter (24%) turn to social media to keep up with the election news of their chosen candidate, just 10% turn to websites and 6% email.

But, even those who rely on campaign websites and email also turn to social. Nearly two-thirds of those who rely on websites also look at a candidate's social media posts, as do 68% of those who rely on email.

Unsurprisingly, younger U.S. adults are most likely to turn to a candidate's social media posts. While all age groups turn to social more than they do campaign websites or email, among those age 18-29 37% head to social media compared with 28% of 30-49 year olds and just 19% of those age 50 to 64.

The study revealed differences in the candidates' use of social. While Clinton's posts regularly included links back to her campaign website, none of Trump's did during the three week period of the study. Furthermore, not a single social media post by Trump was made in Spanish, yet 15% of Clinton's Facebook posts, and 6% of her Twitter posts, were.

Tags: presidential elections, social media

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