The Social Media Marketing Strategy Of Trump
I know, right. F**K. I was going to put a bet on Trump to win – just in case the worst happened and then I’d have a bit of money to drown my sorrows in – but I didn’t have the heart. Trump won. But why did Trump win? I’m not going to suggest that his social media marketing strategy won him the race but it was certainly an effective bullet in his desert eagle of disharmony. “Shut up and accept democracy” shouts a Portland taxi driver to a protesting crowd. Well, taxi driver, wake up and smell the S**T. Midas Digital are a marketing agency based in Colchester, Essex – England! And we can smell it from here! 3674 miles away.
In suggesting that Trump’s social media marketing strategy was a bullet, a cold steel projectile, I must concede that it succeeded where Hillary’s failed. He was, for the most part, operating on an intellectual level similar to that of an Orangutan (the proof here is in the speech analysis). Hillary, initially rose above this; she was better. The second she sunk to his level her social media campaign was dead in the water. It takes a special kind of simple evil to be an online Trump, and Hillary wasn’t ever that. She currently has, as of November 11th, 10.9m Twitter followers to Trump’s 14.9m. Furthermore, “The Donald” also has “a significantly larger Facebook fan base than Clinton”: 11.8m to just 7.7m. “It’s an understatement to say social media helped set the tone of this historic election”. To call it an “understatement” is an understatement! It set the tone, and it undeniably defined its outcome. Read more on Collins’ analysis here.
“Delete your account.” Tweeted Hillary at 11:27am on the 9 Jun 2016. And then it all seemed to descend into something that resembled a schoolyard feud enacted over social media; playground tactics and Chinese burns. The second this tweet hit the twitter-sphere Trump had her in his (horrible off-ochre) crosshairs. Like a savage mix of Elma Fudd and Sauron – Trump moved in for the kill. He could from then on dictate the social media field – he owned it. He created a social media-scape that Hillary could not endure, and he had lured her there with (dare I say) Trumpian finesse? His was an online universe of hatred and controversy and it proved more popular than anybody could have ever imagined. His social media team, it pains me to say, deserve a medal. It is absolutely worth noting that the “Delete your account.” tweet is currently the most retweeted post of 2016. It was that important. Companies that analyse social media are now proclaiming that “their measurements did a better job of tracking the situation out in the real world, and saw the potential for Trump’s win well in advance”. Touché. We should have listened.
As a social media marketing agency we understand how powerful a weapon social media can be. We know that it can topple tyrants and it can dictate presidential campaigns. In 2016, having a social media marketing strategy is like having a second voice on a podium with a billion people watching. Trump played the game and won. Hillary tried to play by his rules and failed. This proves that to succeed in an online world you need to carve out your own space; let the voices come to you. He incited emotion because he engaged with the people whilst Hillary struggled to connect at all. If you are using social media to achieve something, to earn something whether it be rights to the oval office or a new client, you have to be using it right, the laws of social media are universal and if you are not applying them correctly, the effects can be disastrous.