Who Would Win the Social Media Presidency?

By: Caitlin Baker  | 03/09/2016


The 2008 election marked a major shift in the way a presidential campaign is run. Barack Obama starting utilizing and capitalizing on his network of social media sites to help organize his followers, raise money, and get his message out – without the mainstream media putting any twist or bias on it. This proved to be a game-changing feat.
 
Nowadays, simply having social accounts is not enough. Presidential candidates need to be communicating regularly and often with content that their followers are willing to engage with. Having a strong social presence with an involved group of followers allows for a wider audience at almost no cost. Social media gives candidates the opportunity to use their actual voice to instantly get their message out to voters. It’s one of the most important tools presidential hopefuls have in today’s real-time society.
 
So, if the election was decided today, based solely on a candidate’s social and digital presence, who would inherit the White House? Here at Hileman Group, we decided it would be fun to find out! 
 
First things first, how can we measure this? There were three things we looked at to determine who our next commander-in-chief will be:

  • The candidate’s Klout score
  • The amount followers they have on Facebook, Twitter, and Instagram
  • The domain authority of their website

The Competitors:

  1. Hillary Clinton
  2. Bernie Sanders
  3. Donald Trump
  4. Marco Rubio
  5. Ted Cruz                                                                                                                 

Round One: The Klout scores

A Klout score is a score that ranks users, on a scale of 1 to 100, their online social influence.  The closer to 100 a user is, the more influential they are considered. Klout measures the size of a user's social media network and correlates the content created to measure how other users interact with that content.  Results were:

  1. Hillary Clinton - 94
  2. Bernie Sanders - 83
  3. Donald Trump - 88
  4. Marco Rubio - 82
  5. Ted Cruz – 89

Winner: Clinton

Hillary takes this round with a score of 94. What does this exactly mean? It means that, of all the social media followers the candidates have, Hillary has the least amount of dead or spammy accounts following her.  She also gets the most unique mentions, and is quoted, shared, or retweeted by more influential users (i.e. other users with high Klout scores) compared to the other candidates.


Round Two:  Website Domain Authority

Domain authority is a measure of the power of a domain name and is based on many factors, including, but not limited to, backlinks, popularity, and size. Domain authority is one of the main factors that define how well your website will rank in search engines (think being on the first page of Google). A website’s domain authority is measured on a logarithmic scale of 1 to100. The closer to 100 a site is, the better its authority. But, it is easier for a site to jump from 20 to 30 than it would be for a site to jump from 70 to 80.  The results:

  1. Hillary Clinton – 68
  2. Bernie Sanders – 49
  3. Donald Trump – 53
  4. Marco Rubio – 51
  5. Ted Cruz – 57

Winner: Clinton

Hillary takes round two with a domain authority of 68. This means Hillary has the most authoritative site of all the candidates and ranks highest on Google when searching for candidates’ websites. It also means she has the most relevant content presented for users and has many other authoritative sites linking back to her site.


Round Three: Social Followers

In the final round, we compared the amount of followers across three social media platforms: Facebook, Twitter, and Instagram. The candidate that’s able to best use the power of social media are easily able to generate buzz and excitement surrounding their campaigns (when used properly, at least) and keep momentum going forward.  The results:

  1. Hillary Clinton – 9,080,883
    • Facebook: 2,636,883
    • Twitter:  5,556,000
    • Instagram: 888,000
  2. Bernie Sanders – 5,463,665
    • Facebook: 3,009,665
    • Twitter: 1,550,000
    • Instagram: 904,000
  3. Donald Trump – 13,592,518
    • Facebook: 6,032,581
    • Twitter: 6,560,000
    • Instagram: 1,000,000
  4. Marco Rubio – 2,737,071
    • Facebook: 1,363,071
    • Twitter: 1,270,000
    • Instagram: 104,000
  5. Ted Cruz – 2,878,889
    • Facebook: 1,966,789
    • Twitter: 873,000
    • Instagram: 39,100

Winner: Trump

Donald takes this round easily. His very pointed and direct commentary clearly resonates with, or at least catches the ear (or eye) of, a lot of people. There is never any question as to whether or not it’s Donald helming his accounts. Political correctness is thrown out the window and Donald types anything that comes to mind (i.e. Twitter bouts with other candidates, political figures, and even celebrities). People like watching Donald. Whether these follows and likes actually constitute votes is another question entirely.

So who gets the seat in the Oval Office? It would have to go to Hillary Clinton. At the end of the day, the higher Klout score and domain authority outweigh the massive social following Donald Trump has. Hillary’s win in the two other rounds show she’s conscientious about the content she’s putting out and is sure that her more influential followers and supporters are engaging with her and helping to spread her message. That’s key.

We’re excited to see if this exercise can actually predict the future President of the United States!

Tell us, which candidate do you think should win the social media war?  Sound off in the comments below! 


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