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Data-Driven Insights for Better Social Media

Is there social evidence that supports the surge of Hispanic voters this elections?

Posted by Nathalie Nuta on Nov 8, 2016 2:15:57 PM
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Yesterday The New York Times published the article, “This Time, There Really Is a Hispanic Voter Surge. Early voting and voting in general is at an all time high amongst voters who identify as Hispanic. As reporter Nate Cohn reports, “...The surge is real, and it’s big. It could be enough to overcome Mr. Trump’s strength among white-working class voters in the swing states of Florida and Nevada. If it does, it will almost certainly win [Hillary Clinton] the election.”

We decided to take look at five hispanic outlets (CNN en Espanol, Telemundo, Univision, and Flama) and see if we can spot a correlation between the elections coverage and an increase in unique engaged audiences across Facebook and Twitter.

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On Facebook, the first thing we noticed was that CNN en Español had the largest unique engaged audience month over month. Since Trump announced his Candidacy in July 2015,  CNN en Español Posts that contained the words “Donald” and “Trump” dominated Facebook. The total count of posts containing Donald Trump’s name was more than double posts containing Hillary Clinton, 416 posts in total. Posts containing Trump’s name also drove the most actions. The sum of total actions driven by Trump posts on CNN is over 1,707,310+. Posts containing Hillary Clinton’s name drove 589,496 actions on Facebook- that’s less than half the actions that posts containing Trump’s name has. The high voter turnout in early polls suggest the Hispanic vote in key swing states favor Clinton. This could also suggest that the intense shares, comments and reactions on Trump content could be negative; but we are looking at this from an engagement perspective.

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On Twitter, CNN en Español also leads the pack with the most unique engaged audiences, followed by Telemundo and Univision in a neck in neck competition. Since Trump announced his candidacy CNN en Español posts containing the words "Donald" and "Trump" were posted 522 times and posts containing the words "Hillary" and "Clinton” were posted 276 times. There may be some overlap for posts containing both candidates names but the clear winner of volume of posts is Trump. The sum of total actions driven by posts containing Trump’s name on CNN en Español is well over 93,000+ actions whereas posts containing Clinton’s name drove over 62000+ actions during the same period. Trump was cited in posts across all networks more than Hillary on Twitter. Again, given the surge of Hispanic voting, you could summize that much of the commentary on Trump’s posts were negative, but regardless, engagement is engagement and it drove a lot.

Topics: Unique Engaged Audiences, 2016 Elections, Hispanic Voters