CHART: During Rough Campaign Stretch, Twitter Turns On Trump
When Donald Trump is backed into a corner, he turns to Twitter, where his 10.8 million followers offer him an unprecedented campaign megaphone. But amid weeks of brutal headlines, Twitter has turned on him, with the tenor of his audience’s response exhibiting a marked, prolonged change. A Bloomberg Politics analysis of data based on more than 145 million Trump-related tweets tracked by social media intelligence company Brandwatch reveals one of the GOP nominee’s toughest stretches on Twitter since his presidential campaign launch last June.
Trump is no stranger to Twitter backlash, but the drop between the Republican National Convention and the Democratic National Convention the following week marks his steepest one-week decline yet: Sentiment went from 60 percent positive during the week of the RNC to 54 percent negative in each of the three weeks since. This current three-week stretch of net-negative Twitter conversation also marks the longest such period for Trump since he clinched the Republican nomination in May.
In his campaign’s worst week on Twitter, just before his drubbing in the April 6 Wisconsin primary, discussion of “Donald Trump” was 60 percent negative. But that was followed by a 52-percent positive week and then a sky-high 60-percent positive week leading into Trump’s resounding New York primary win. In contrast, the prolific tweeter has enjoyed only three net-positive days since the weekend after the DNC, when he took on the parents of slain Army Captain Humayun Khan. Controversial remarks on the Second Amendment and the Islamic State, among others, have prolonged and exacerbated the effect.
—Bloomberg contributor Adam Tiouririne of Logos Consulting Group advises senior business leaders on high-stakes communication and researches language, leadership, and the media.