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1 47 Topline questionnaire Election 2016 Website Analysis Campaign website audit topline July 2016 Pew Research Center Post frequency Average # of original or externally produced news items posted per day Obama Romney Clinton Sanders Trump Source: Pew Research Center analysis of the official presidential campaign websites of major party candidates from August 6- September 9, 2008, June 4 17, 2012 and May 1 June 15, Social media use across the past three election cycles Links to social networking sites present on campaign websites Obama McCain Obama Romney Clinton Sanders Trump Facebook x x x x x x x Twitter x x x x x YouTube x x x x x x x Instagram x x x x Pinterest x x Tumblr x x Google+ x x Flickr x x x x Spotify x Myspace x x Source: Pew Research Center analysis of the official presidential campaign websites of major party candidates from August 6-September 9, 2008, June 4 17, 2012 and May 1 June 15, 2016.
2 48 Election 2016 Social Media Analysis Content Analysis Topline July 2016 Pew Research Center 1a. Overall posting frequency Across the three weeks, total number of Facebook posts Tweets Source: Pew Research Center analysis of posts on Facebook and Twitter from May 11-31, b. Audience response Across the three weeks, average number of Facebook reactions 76,885 12,537 31,830 Facebook comments 5,230 1,729 1,070 Facebook shares 8,367 1,636 6,341 Twitter retweets 5,947 1,581 2,463 Source: Pew Research Center analysis of posts on Facebook and Twitter from May 11-31, 2016
3 49 1c. Total links, mentions, and retweets Total number and percentage of posts/tweets containing Facebook Links Shares of other users posts Formal mentions Twitter Links Retweets of other users tweets Source: Pew Research Center analysis of posts on Facebook and Twitter from May 11-31, 2016
4 50 2a. Facebook links Of all links, number and percentage going to Campaign site News media Other Source: Pew Research Center analysis of posts on Facebook from May 11-31, b. Twitter links Of all links, number and percentage going to Campaign site News media Other Source: Pew Research Center analysis of posts on Twitter from May 11-31, 2016
5 51 3. Retweets Of all tweets that are retweets, number and proportion going to Own campaign/campaign staff Candidate s family Donald Trump Hillary Clinton Bernie Sanders Other politician Government agency Non-governmental institution or organization News media Celebrity Citizens Other Source: Pew Research Center analysis of posts on Twitter from May 11-31, 2016
6 52 4a. Candidate references to other candidates Number of posts/tweets that Facebook Trump Clinton Sanders Trump refers to N/A 38 5 Clinton refers to 45 N/A 0 Sanders refers to N/A Twitter Trump refers to N/A Clinton refers to 92 N/A 0 Sanders refers to N/A Source: Pew Research Center analysis of posts on Facebook and Twitter from May 11-31, 2016
7 53 4b. Mentions of other users on Facebook Of all uses of the built-in mention functionality to link to another user s Facebook page, number and percentage going to Own campaign/campaign staff Candidate s family Donald Trump Hillary Clinton Bernie Sanders Other politician Government agency Non-governmental institution or organization News media Celebrity Citizens Other Source: Pew Research Center analysis of posts on Facebook from May 11-31, 2016
8 54 4c. Mentions of other users on Twitter Of all links to another user in a tweet, number and percentage going to Own campaign/campaign staff Candidate s family Donald Trump Hillary Clinton Bernie Sanders Other politician Government agency Non-governmental institution or organization News media Celebrity Citizens Other Source: Pew Research Center analysis of posts on Twitter from May 11-31, 2016
9 55 5. Spanish-language posts Total number and percentage of posts/tweets in Spanish on Facebook Twitter Source: Pew Research Center analysis of posts on Facebook and Twitter from May 11-31, Videos Total number and percentage of posts/tweets containing videos Facebook Twitter Source: Pew Research Center analysis of posts on Facebook and Twitter from May 11-31, 2016
10 S AMERICAN TRENDS PANEL WAVE 18 June FINAL TOPLINE June 7 July 5, 2016 TOTAL N= 4,602 WEB RESPONDENTS N=4,172 MAIL RESPONDENTS N= ASK ALL: CANDCNTCT So far in the presidential campaign, have you turned to any of the following for news and information about the campaign and candidates? [Check all that apply] [RANDOMIZE A&B, C&D, E&F, AND RANDOMIZE IN BLOCKS; EXCLUSIVE PUNCH ALWAYS LAST] Not selected Selected /No answer a. s from the Hillary Clinton campaign June 7-July 5, b. s from the Donald Trump campaign June 7-July 5, c. Social media posts from the Hillary Clinton campaign, such as on Twitter or Facebook June 7-July 5, d. Social media posts from the Donald Trump campaign, such as on Twitter or Facebook June 7-July 5, e. The Hillary Clinton campaign website June 7-July 5, f. The Donald Trump campaign website June 7-July 5, g. None of these [EXCLUSIVE PUNCH] June 7-July 5, Question wording in this topline is that from the web version of the survey. Question wording and format was adapted for the paper questionnaire delivered by mail; this questionnaire is available on request. All questions asked in both modes unless noted.
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