Trump Was Better at Using Facebook

“Donald Trump’s presidential campaign has boasted often that it made better use of Facebook’s advertising tools than Hillary Clinton’s campaign did. An internal Facebook white paper, published days after the election, shows the company’s data scientists agree,” Bloomberg reports.

“The paper, obtained by Bloomberg and discussed here for the first time, describes in granular detail the difference between Trump’s campaign, which was focused on finding new donors, and Clinton’s campaign, which concentrated on ensuring Clinton had broad appeal. The data scientist says 84% of Trump’s budget asked people on Facebook to take an action, like donating, compared with 56% of Clinton’s.”

Also interesting: “Trump ran 5.9 million different versions of ads during the presidential campaign and rapidly tested them to spread those that generated the most Facebook engagement… Clinton ran 66,000 different kinds of ads in the same period.”