Who is atop the polls for the 2016 presidential election? None other than “The Donald,” if you go by rankings on digital campaign proficiency by digital marketing software provider EPiServer.
EPiServer took the top eight candidates, based on aggregated national poll numbers from RealClearPolitics, and analyzed their digital efforts using a formula that incorporated:
- Organization of issues on their websites.
- Twitter followers.
- Number of tweets.
- Facebook likes.
- New Facebook likes.
- Facebook people talking about this.
- Breadth of social media vehicles.
- Website daily unique visitors.
- Website daily page views.
- Website daily page views per visitor.
The top eight candidates performed as follows:
- Donald Trump, 75. Pros: Highly effective use of Twitter and Facebook; most tweets, followers and page likes of any candidate; noteworthy tweets clearly visible on website. Cons: Immigration is only item identified in issues section of website; could use more social media vehicles; website content is sparse.
- Bernie Sanders, 64. Pros: Position on issues clearly visible on website; drawing the most daily visitors and page views of any candidate; one of the few candidates to link website to Tumblr page. Cons: Could increase activity on Twitter and Instagram; social media efforts not translating into media coverage.
- Ben Carson, 59. Pros: Position on issues clearly visible on website; most new page likes of any candidate; effective Facebook campaign prior to candidacy inviting followers to post pictures of their children as the future of the U.S. Cons: Infrequent use of Twitter in reaching 500,000 followers; low number of daily web page views and page views per visitor; website “menu” button forces users to click multiple times to find content.
- Hillary Clinton, 52. Pros: Largest Twitter following of any candidate; launched candidacy on Twitter with over 3 million views and 100,000 retweets in the first hour; strong presence on Instagram. Cons: Infrequent use of Twitter to reach over 4 million followers; website not attracting enough daily visitors for a front-runner; Facebook following is equal to or less than other GOP candidates polling lower.
- Marco Rubio, 49. Pros: Broad range of issues easily identifiable on website; strong breadth of social media using platforms including Twitter, Facebook, Flipboard, Tumblr, Google+, Pinterest, Vimeo, Flickr and Snapchat. Cons: Website lacks organization, causing visitors to endlessly scroll to find content; low volume of new page likes on Facebook; minimal daily unique visitors on website.
- Ted Cruz, 37. Pros: Rivals Trump in tweet volume; website visitors can email issues of concern directly through “What Matters to You Most” section; uses Periscope, allowing supporters to virtually attend events. Cons: Could not secure TedCruz.com; website has no clear issues section; very low website traffic.
- Carly Fiorina, 37. Pros: Voters can ask questions on her site and can view videos with responses to similar questions; has a solid and growing Twitter following; has emerged as the second-most-tweeted candidate and finished in the top four in a recent Thomson Reuters gauge of social sentiment after debates. Cons: There is some confusion between what website is hers and which one is for the PAC (www.carlyforpresident.com versus www.carlyforamerica.com); failed to register www.carlyfiornina.org, which someone is now using to show how many people she laid off as HP CEO; breadth of social media is limited to the basic four (Twitter, Facebook, YouTube, Instagram); tweet volume and Facebook new page likes are on the low end.
- Jeb Bush, 24. Pros: Integrated Twitter and Facebook functionality on website; fairly broad use of social media platforms; website allows easy sign up to volunteer or view locally tailored campaigns. Cons: No designated issues section on website; trails all candidates in Facebook popularity; low number of Twitter followers and lack of tweet activity.
Readers: How is your favorite candidate doing, according to EPiServer?
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