More Evidence Facebook Helped Trump Beat Clinton, And It Had Nothing To Do With Russia

There has been a lot of question as to whether Russian  activities on social media were responsible for Donald Trump winning. This does not appear likely as the Congressional testimony revealed that information from Russian Facebook pages accounted for “less than 0.004 percent of all content — or about 1 in 23,000 news feed items” on Facebook. Over half the ads were not even seen until after the election, and many had nothing to do with promoting Trump over Clinton. The Russian purchased Facebook ads also targeted deep blue states over battleground states or the rust belt states which cost Clinton the election.

It is also questionable whether people changed their votes from arguments seen on social media, with many people seeking out similar viewpoints and resisting those they disagree with. If Facebook was a benefit to Donald Trump, it was probably due Facebook embedding their employees in the campaign to assist in the use of advertising, as I discussed in January. The Clinton campaign did not take advantage of such assistance, which was likely to be far more helpful to Trump than the amateurish Russian ads.

We have now learned more about how the Trump campaign utilized Facebook more effectively from a paper obtained by Bloomberg News:

Donald Trump’s presidential campaign has boasted often that it made better use of Facebook Inc.’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.

“Both campaigns spent heavily on Facebook between June and November of 2016,” the author of the internal paper writes, citing revenue of $44 million for Trump and $28 million for Clinton in that period. “But Trump’s FB campaigns were more complex than Clinton’s and better leveraged Facebook’s ability to optimize for outcomes.”

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 percent of Trump’s budget asked people on Facebook to take an action, like donating, compared with 56 percent of Clinton’s…

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, according to the paper. Clinton ran 66,000 different kinds of ads in the same period.

Using Facebook more effectively is more likely to have helped than the Russian ads did. However, some will always find a way to get back to Russia. The article raises the question, “Did Russian operatives give the Trump campaign a list of names to include or exclude from advertising that was running on Facebook?” Based upon how amateurish the Russian ad campaign was, it is rather doubtful that Russia had such information. It is far more likely that other sources available to a political campaign provided any list of names. This could include sources normally available to major political parties, or possibly Cambridge Analytica.

Be Sociable, Share!

Leave a comment