Road to the White House: What Social Data Uncovers About Clinton Versus Trump

New infographic by Brandwatch reveals social DNA of presidential candidates’ supporters

NEW YORK, July 15, 2016 – As the race to the White House accelerates with the GOP convention, Brandwatch, the leading social intelligence company, today released an analysis of 100 million tweets to determine the key characteristics of the average supporters of presumptive presidential nominees, Hillary Clinton and Donald Trump. An infographic can be found here.

Highlights include:

Surprisingly, Dennis Rodman is the most influential celebrity in Trump’s Twitter conversation
Clinton’s social supporters are most interested in family/parenting, books and music
Clinton rakes in the female social supporters with 61.7 percent female, while Trump’s are an even split between male and female
Trump’s social supporters can be found in South Carolina, Montana, and Alabama

Brandwatch is leveraging its social listening and analytics technology to track how the 2016 presidential elections are playing out on social media. As we count down to November, Brandwatch will be continuously collecting key data and insights including sentiments around candidates, key moments, volume of mentions, trending topics, popular hashtags, important issues and more. Data around key events like conventions, vice presidential appointment announcements, final debates, and election day itself will be tracked in real time and available for media.

“Social is clearly the new polling station and we are interested in the impact it has on the election. Combine this excessively dramatic election season with a very vocal – and social – public, and the data might actually predict the outcome,” said Kellan Terry, data analyst at Brandwatch.

Social is a valuable measure of how exactly the campaigns are playing out in the eyes of the public and the insights derived from the data is riveting. Be sure to visit Brandwatch’s 2016 U.S. Presidential Election Data Visualization which paints a picture of the public’s online conversation around each presidential candidate every week with real-time data.

Infographic Methodology

Brandwatch analyzed nearly 100 million Twitter mentions between January 1, 2016 and June 15, 2016 to better understand the traits of social supporters of the two presumptive presidential nominees. Cross-layering each candidate’s conversation with pro-candidate speech and hashtags, and assuming the aforementioned speech aligns with the definition of a typical conservative/liberal from a third-party research center, allowed Brandwatch to extract the insights represented within the infographic.

About Brandwatch

Brandwatch is the world’s leading social intelligence company. Brandwatch Analytics and Vizia products fuel smarter decision making around the world.

The Brandwatch Analytics platform gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions. Vizia distributes visually-engaging insights to the physical places where the action happens.

The Brandwatch platform is used by over 1,200 brands and agencies, including Cisco, Whirlpool, British Airways, Heineken, Walmart and Dell. Brandwatch continues on its impressive business trajectory, recently named a global leader in enterprise social listening platforms by the latest reports from several independent research firms. Increasing its worldwide presence, the company has offices around the world including Brighton, New York, San Francisco, Berlin and Singapore.

Brandwatch. Now You Know.