The winning candidate was the one who dominated the new metrics: Hillary Clinton may have had 500 newspapers and magazine endorsements to Trump’s 27, and may have spent more than twice as much as the Republican nominee on television ads, but the ratio was reversed when it came to digital advertising, and perhaps most tellingly Trump crushed Clinton when it came to Facebook activity, with over 960 million likes, comments, shares & posts, as compared to Clinton’s 410 million.
Interestingly, there was one candidate who rivaled Trump on Facebook; according to FiveThirtyEight, as of April 18 Bernie Sanders had 25% of all Presidential ‘likes’, exceeding Trump’s 24%.
There are obviously caveats to this data, as FiveThirtyEight notes:
Be careful how you interpret these numbers: Facebook likes are not votes. According to the Pew Research Center, 58 percent of American adults use Facebook. But this share is not a representative sample of the country — Facebook users are disproportionately young (although not as young as users of other social media networks), low-income and female. And the sample may be even more skewed because only some people on Facebook have liked a presidential candidate’s page and because those pages haven’t existed for the same amount of time. As “The Literary Digest” taught us in 1936, large but biased samples aren’t so effective.