How Trump Leveraged Social Media to Win the 2016 Presidential Election

INTRODUCTION

Love him or hate him, President Donald J. Trump’s election victory in 2016 was a game-changer. With a meagre financial budget and no prior experience in politics, Trump unexpectedly secured 304 electoral votes against his Democrat rival, Hillary Clinton’s 227, to become the 45th President of the United States. Many credit his victory to the effective use of social media, primarily his Twitter account. In this article, we’ll investigate how Trump leveraged social media to win the 2016 presidential election.

THE POWER OF SOCIAL MEDIA

Social media played a significant role in the 2016 presidential election. The candidates recognized that millions of Americans use social media, particularly Twitter and Facebook, to share ideas and perspectives. They established their online presence, but Trump was the one who dominated social media, especially Twitter, over his more experienced opponent, Clinton. The success of his social media campaign was due to several factors.

INFLUENCE SPREAD THROUGH HIS TWEETS

Trump’s Twitter account was one of his most powerful weapons, and he knew it. He used it to unleash a string of direct attacks on Clinton, media, policies, and anything in-between. His approach was unfiltered, raw, and captivating. This communication style resonated with millions of Americans, who felt alienated by traditional politics and politicians. He effectively bypassed the media gatekeepers and spoke directly to millions of followers. The power of his tweets was evidenced by the huge engagement he generated, including retweets, comments, likes and followed by his rather modest 1.2 million followers at the time.

THE IMPACT OF HIS ONLINE PERSONA

Trump has always been a business-person, and he employed this mindset during his political campaign. He consistently crafted a distinctive brand that resonated with audiences across America, and he amplified it through his social media accounts. He presented himself as an outsider, a successful businessman who could fix the country’s problems using his tested business acumen. This style made a connection with his followers, and they embraced it. Trump’s tweets were filled with emotional appeals, grand promises, and simple solutions that appealed to his detractors. His ability to tap into negative emotions and amplify them through social media was a hallmark of his campaign.

HIS USE OF NETWORKS OF SUPPORTERS

Trump did not just rely on his social media accounts for his campaign but also depended on his network of supporters. He created an ever-growing circle of supporters through numerous Facebook pages, blogs, and Twitter accounts. The provocative content produced by these supporters was used by him to amplify his message. He would retweet or share these posts with his massive following—further multiplying the circuits and effectively creating a feedback loop.

CONCLUSION

Donald Trump’s success in winning the 2016 Presidential Election can be traced back to his active use of social media, primarily Twitter. His skillful use of Twitter generated enormous political engagement, helped him bypass the mainstream media’s traditional gatekeeping role, and allowed him to communicate directly with millions of voters. His online persona of a successful businessman who could “Make America Great Again” resonated with voters who had become alienated by traditional politicians. As social media continues to shape the political landscape, it’s evident that Trump’s online strategy will become a blueprint for future political campaigns.

The most significant takeaway from Trump’s social media approach is its ability to bypass the traditional channels of communication and appeal directly to the voters. The 2020 Presidential Election will undoubtedly see candidates adopt social media strategies with greater sophistication. Indeed, social media seems to be the trump card in political campaigns.