How social media used by politicians? 2016

How is social media used by politicians?
A content analysis of how Donald Trump uses Twitter to engage voters
leading up to the 2016 "Super Tuesday" primary.
Rachel Balsley
COMM 744: Strategic Communication Capstone
Dr. Anya Karavanov
Spring 2016

Trump’s Political Social Media Use 2
Table of Contents
Executive Summary ..................................................................................................................................... 3
Introduction.................................................................................................................................................. 4
Literature Review ........................................................................................................................................ 6
Applying Strategic Issues Management & Agenda Setting Theories............................................... 6
Use of Social Media by Politicians ................................................................................................... 7
Political Engagement via Social Media ............................................................................................ 9
Applied Research Approach ...................................................................................................................... 13
Materials Examined ...................................................................................................................... 13
Applied Research Approach .......................................................................................................... 13
Case Profile ................................................................................................................................................ 16
Analysis & Discussion ................................................................................................................................ 21
Conclusion .................................................................................................................................................. 24
References ................................................................................................................................................. 26

Executive Summary
Politics and media are both fields that are constantly in a state of flux, growth and change. They
are often also often coupled together as politicians use communication tools to reach the general public
and potential voters. This content analysis examines how politicians such as Donald Trump are using
social media sites like Twitter to reach voters in the 2016 presidential race. Tweets from Trump’s Twitter
page between February 1, 2016 and March 1, 2016 were collected and coded for both content and tone,
while tracking their respective likes and retweets. The categories were carefully chosen specifically for
politicians.
From the coding results, it is clear that Trump is using Twitter for as a form of political
communication as a part of his overall campaign strategy to set his agenda. Both strategic issues
management and agenda setting theories were also evaluated in relation to the tweets. From the 244
tweets posted in the time frame, a majority were used for self/campaign promotion while the second
most common tweet type was regarding Trump’s opponents. Trump often used Twitter to discredit his
opponents, leaving him as a viable alternative. A majority of the tweets had a positive tone, though
some were offensive and defensive. This analysis answers the research question and determines Trump
is using social media to reach voters and leverage his campaign strategy and agenda.

Introduction
Donald Trump has been called many things: businessman, public figure, real estate mogul,
reality star, celebrity. Starting off as a controversial developer, his boisterous personality and
abrasiveness carried into other aspects of life, leading to a career as a reality television host on “The
Celebrity Apprentice” (Biography Editors). Now a major public figure with well-known hotels and
developments across the nation, Trump has become a household name. But in June 2015, he added a
new feather in his cap: presidential candidate (DelReal, 2016).
Donald Trump announced his candidacy for president and took the nation by storm in a few
short months. Cornwell (2016) describes his campaign as “performing a vital, long overdue service by
ripping down a party establishment that has utterly lost touch with the voters it purports to represent
and parroted conservative orthodoxies that manifestly have failed to work.” Not a conventional
politician, Trump offers voters a new kind of candidate who has made a political name for himself by
speaking his mind and never backing down. Though sometimes offensive, Trump has built a strong
following during his candidacy and could be the republican nomination in the 2016 presidential race
(Cornwell, 2016).
Mass media and communication channels have consistently been paired with politics and
mobilizing voters to participate at the polls, from Franklin D. Roosevelt utilizing radio and Ronald Reagan
and John F. Kennedy mastering television to position their personalities to win voters (Denton, 1988, p.
xi; Baum & Kernell, 1999, p. 99). When Barack Obama ran for president in 2008, he elevated the political
field by using the Internet and some social media to win the election and then again in 2012 (Todd,
Gawiser, Arumi & Witt, 2009). Today, society is heavily technology-driven, creating an online
environment for communication and discussion. Social media is just one of the ways people can connect
online, share opinions, and influence real change. Trump and politicians before him have used social
media as a way to reach young voters in the millennial generation and mobilize them to vote.

Today, social media is a tool essential for businesses and individuals and its use is very
widespread (Folger, 2013). For this reason, social media is a strategic tool for politicians and has aided
Trump in his quest for the oval office. Social media use gives politicians unlimited access to the general
public, allowing them to bypass the media and reach potential voters. This leaves the door open for
politicians and public figures to craft strategic messages on Twitter, a micro-blogging site. The premise
of this content analysis is to define how politicians such as Donald Trump are using social media sites like
Twitter and how it helps them in the long run.
With 64 percent of Americans reporting that they feel they are on the losing side of politics and
only 25 percent report that their party wins “on the issues that matter,” American voters feel
disconnected and unsatisfied with their political parties (“In politics, most Americans feel they’re on the
losing side,” 2015). As discussed by Hendricks and Kaid (2011), online mediums contribute to increase
better overall knowledge of a politics and current events, which therefore raises awareness (p. 23). With
increased awareness comes more civic participation, which benefits politicians like Trump whom
represents a new face of American elections (Gil de Zúñiga, Jung & Valenzuela, 2012).
This paper will use content analysis to examine Trump’s Twitter page from February 1, 2016
through the “Super Tuesday” primary caucus on March 1, 2016. To this end, a literature review has been
conducted to establish the relevancy of social media as a form of political communication and medium
to reach voters. An applied research approach section provides background on how the analysis was
performed and lays the groundwork for the case profile, which demonstrates how Trump has used
Twitter. Finally, the analysis and discussion determines how Trump has been using Twitter and how
effective it has been as a form of political communication, using both strategic issues management and
agenda setting theories as a foundation for political communication and assist in assessing the overall
strategy in his campaign.

Literature Review
I: Applying Strategic Issues Management & Agenda Setting Theories
In politics, both strategic issues management (SIM) and agenda setting are often present as
tools for campaigning, helping politicians develop strategy and win over voters. SIM mitigates possible
problems while focusing on long-term goals, preparing for change and creating opportunities (Heath &
Palenchar, 2008). SIM, especially in the public policy and economic arenas, is a tool for communicators
that allow them to manage outreach to voters and the general public (Heath & Palenchar, 2008).
Politicians utilize strategic issues management through social media to inform the public of their stance
on certain issues. This theory defines a definite strategy verses random communication in an overly
cluttered digital landscape. With the use of this strategy, candidates can communicate with voters
through social media to manage various issues.
Similarly, most politicians use agenda setting because that is essentially the point of an election.
According to McCombs, Shaw and Weaver (1997), agenda setting “examines how media coverage
affects both what the public thinks about and how the public thinks about it” and how the media can
influence public opinion (p. 3). A candidate for president intentionally sets the agenda for his or her time
in office if elected. They can do this through traditional media, online mediums, and now social media.
Politicians choose sides on specific societal issues and concentrate on them and what they will stand for
if elected. Social media allows politicians to set their own agendas, bypassing the media, and getting
their message directly to voters. By sidestepping the media and possible media framing, politicians have
complete control of their message, which is often further disseminated through the media, as the
outlets sometimes report what politicians post on their page (Phillips, 2015).

II: Use of Social Media by Politicians
To understand the current political campaign climate, it is important to take note of how
elections began and the role media has played throughout its history. Political communication evolved
from radio to television and finally online, creating new avenues for politicians to reach potential voters.
Today, the Internet and social media, combined with traditional media, play a significant role in political
process, especially during elections (Winograd & Hais, 2008). Barack Obama and his opponents were the
first presidential candidate to harness the power of these new mediums for the 2008 presidential
campaign (Williams, 2008). Williams (2008) points out that there was a significant jump in online
activism between 2006 and 2008, while there was “a record-breaking” 46 percent of American adults
self-reporting that they used Internet, email, or text messaging to get news about the campaign, share
their opinions, or even influence others to join their side. Internet was a new avenue for not only
candidates to showcase themselves and their policies, but for voters to get involved directly. Voters
could easily mobilize their peers through online information sharing, help recruit new voters and drive
traffic on election day. These online methods were extremely useful to President Obama, a former
senator who seemed to come out of nowhere and actually win (Williams, 2008).
Prior to his win, President Obama was among the first politicians to use social media in a
national election and opened the door for the practice to become normal and essential. Robertson,
Vatrapu, and Medina (2010) conducted an in-depth examination of presidential candidates Obama,
Clinton, and John McCain Facebook walls and what individual users wrote. The study produced
interesting results, concluding that President Obama had significantly higher engagement than his
counterparts (Robertson, Vatrapu & Medina, 2010). It is clear from this study that the level of
followership significantly increased engagement, which in turn helped to secure the win. On social
networking sites, there is a big difference in just posting updates and having people actually engage with
you (Robertson, Vatrapu & Medina, 2010). President Obama succeeded in creating an online forum for

political discussion and fostering a place where his followers and potential voters could discuss his
policies and why he should be president.
In addition to Robertson, Vatrapu, and Medina’s study, Todd, Gawiser, Arumi and Witt (2009)
gave an incisive look at multiple facets of the 2008 presidential campaign. When combined together, the
two documents fully encompass the strategy behind the groundbreaking win. Todd, Gawiser, Arumi and
Witt (2009) explain that President Obama not only used new media as described in the Facebook study,
but he utilized traditional campaign outlets for strategic alignment of his messaging (Todd, Gawiser,
Arumi & Witt, 2009). For example, President Obama made a formal “Why I’m Running” speech in his
hometown, while his democratic opponent Clinton forgoed the same speech (Todd, Gawiser, Arumi &
Witt, 2009). This combination of traditional and new media positioned him to be the “Internet
president” and win the election. While online media now rules the day and continues to transform itself,
“old” media and political traditions cannot be ruled out as important tools.
As political communication picked up speed after 2008, it was clear this medium held weight in
candidates’ campaigns. In their study, Hong and Nadler (2012) detail the effectiveness of social media
and other new communication methods through tests on candidate salience and engagement. They
focused on Twitter specifically, outlining how the candidates used the platform and the effects that had
on the election. Hong and Nadler (2012) found that the more a politician is mentioned in traditional
media, the more mentions they obtained on Twitter. This further supports Todd, Gawiser, Arumi and
Witt’s (2009) findings that social media is used for news, communication, and engagement, but people
still use traditional media for information as well. It also shows that the there is a connection between
news and social media use, and if one can harness that power, they can be drive their own online
activity. Social media is a platform for communication, but is now also a powerful tool that organizations
and politicians started to utilize between 2008-2012. Today, the tool is a campaign essential and an
important part of a candidate’s political agenda.

III. Political Engagement via Social Media
Social media has the ability to help politicians by raising awareness of their campaigns and
establishing a platform for dialogue (Todd, Gawiser, Arumi & Witt, 2009). While these online networks
are prime communication tools, the real power of social media to encourage civic participation and
predict election outcome has also been studied and proven influential. Gil de Zúñiga, Jung, and
Valenzuela (2012) examined the correlation between civic engagement after use of social media for
news. The study used a variety of survey variables to answer four hypotheses, which were all found
supported by the data. Specifically related to civic engagement, they found that, “The more people used
[social networking sites] for news, the more they engaged in civic activities to cope with community
issues” (Gil de Zúñiga, Jung & Valenzuela, 2012 p. 325). If a user was introduced to news online, they
were more informed and more inclined to participate offline. This is essential to politicians because in
the end, participating offline in the form of voting is much more important than sharing updates online.
In addition to promoting offline civic engagement, social media also may have the ability to
predict the actual outcome of an election. A study by Tumasjan, Sprenger, Sandner & Welpe (2010)
examined several key ideas such as Twitter as a reflection of political sentiment and whether Twitter
could predict the results of the election, which demonstrates that the number of mentions the party
received matched very closely with the results of the election polls (Tumasjan, Sprenger, Sandner &
Welpe, 2010). Social media is so widely used that it represents the thoughts and views of much of the
country, and is serves as a large sample size, even without a formal survey. In the case of the 2009
German election, the Twitter mentions equated to the election poll outcomes.
Both of these studies provide context and precedent that the use of social media in elections
could increase civic engagement overall and even predict the outcome. This further supports the power
of social media when used in politics. Social media is more than just a medium in which you can
communicate with others, but it also spreads news, which in turn increases civic participation. In the

right situation, it also has the ability to predict the outcomes of the elections. Social media has grown
from just an online communication to a useful tool in many facets of life.
Winograd and Hais (2008) describe 2008 as the first time candidates were “willing” to use social
media, but it ultimately opened the door to voters and even to volunteers and donors. The power of
social media was a key resource for President Obama and his opponents to drive their messages and
fund their campaigns. Social media allows for direct communication to a mix of demographics, a large
portion of them being young voters. Winograd and Hais (2008) also point out the purpose voters have
for using social media in relation to politics: awareness of candidates’ policies and deciding who to vote
for. Social media is an ideal medium for spreading awareness because you have the ability to craft mini-
messages and disseminate them to mass amounts of people over multiple platforms. Candidates get to
choose what they say, when they say it, and how it is said, and then allow their supports to spread the
word. Social media eliminates this barrier and gives all of the power to the politician. They can use social
media when they want, how they want, and as frequently as they want.
According to a Pew Research Center study, 33 percent of voters used the Internet to get news
on the election, a drastic increase from only 10 percent in 2004 (“Winning the Media Campaign,” 2008).
Now that there was an online population worth fighting for, the political gloves came off and the
politicians came out swinging. Social media is now a major playing ground for digital interaction and
political campaigning. Candidates are racing to utilize new media, gain more followers, and capture the
voting power of new generations.
To understand the usefulness of social media in the political process, it is important to
understand what messages work best on which network and what audience to connect on which
platform. Van Dijck (2013) described that media has become a “part of everyday social practices,” and
evolves as the public does (p. 5). As illustrated in a 2014 survey, Facebook remained the most popular
social media platform with 71 percent of adults using it (Duggan & Ellison, 2015). The survey also

showed the results for LinkedIn (28 percent), Pinterest (28 percent), Instagram (26 percent) and Twitter
(23 percent) (Duggan & Ellison, 2015). Most of the sites showed a significant increase from usage in
2013, as did multi-platform usage, which notes 52 percent of adults use two or more sites, a 10 percent
jump from 2013 (Duggan & Ellison, 2015). The results demonstrated in the survey show the power of
social media and shed light on which mediums are most popular and by which age group.
Facebook continues to be the most popular and widely used medium. Though usage between
2013 and 2014 did not grow, daily use of the staple social network is a staggering 70 percent,
considerably higher than all of the other platforms, with 56 percent of adults 65 and older using the site
as well (Duggan & Ellison, 2015). Therefore, Facebook is the go-to social media site for adults of all ages,
companies, and public figures. While Facebook leads in activity and engagement, Instagram and Twitter
are rising as must-haves in the social media world. Instagram, used primarily for pictures and short
videos, has grown slowly but steadily since launching in 2010. In 2014, more than half of adults 18-29
used Instagram, half of which on a daily basis (Duggan & Ellison, 2015).
Twitter, a micro-blogging site that focuses mainly on short spurts of text, is popular among
millennials and businesses, offering an easy and concise way to send out updates and messages. Though
Twitter saw a decrease in daily use from 2013 to 2014 according to the Duggan and Ellison (2015)
survey, it is still heavily used daily and growing today. The micro-blogging site has a heavy “me” appeal,
letting users update the world with news about them, share their views on current events, and gather
information for their use.
Facebook, Instagram, and Twitter are unique and powerful in that they can reach a large range
of people instantly online. Millennials are key users of all three platforms, while other adults utilize
Facebook for their social media needs, commenting, and sharing his posts to further disseminate his
messaging. Instagram attracts a huge millennial crowd and allows users to see his messages visually,
which is growing in popularity as well. Twitter presents a short and sweet approach to communicating

online. This medium allows page owners to share his thoughts and accomplishments very quickly and
broadly, building an online repertoire with a few short tweets. As demonstrated in a study on engaging
Facebook users, researchers discovered that organizations used the social networking site to post
original content as well as links to external news and did not utilize all the tools available to them
(Waters, Burnett, Lamm & Lucas, 2009).
Twitter has been established as a possible platform for political communication. The following
content analysis will determine how politicians such as Donald Trump are using Twitter to engage
potential voters leading up to the “Super Tuesday” primary on March 1, 2016.

Applied Research Approach
This paper will use content analysis to examine Donald Trump’s Twitter page. Content analysis is
a “systematic reading of a body of texts, images, and symbolic matter” and “a research technique for
making replicable and valid inferences from texts” as defined by Krippendorff (2012) (p. 10). Content
analyses are an important form of research as it allows the researcher to use outside data to explore
communication as it happens and over a broad range of topics.
Materials Examined
For the purpose of this study, this paper examines tweets posted on Donald Trump’s official
Twitter page, @realDonaldTrump (2016), between February 1, 2016 through the Super Tuesday caucus
on March 1, 2016 were collected through an advanced search. Each of the 244 tweets’ success (number
of favorites and retweets) was logged and placed in to a predetermined category. Each tweet was
labeled with at least one type category and tone, as described below. Following the coding process, the
collection of tweets was examined through the lens of strategic issues management and agenda setting
to identify Trump’s strategy and what agenda he is trying to set, if any.
Applied Research Instrument
For the purposes of this analysis, a coding schema was developed. As described by Krippendorff
(2012), “coding is the term content analysts use when [the observation] process is carried out according
to overseer-independent rules” (p. 127). Based on the literature review, both strategic issues
management (SIM) and agenda setting theories will be applied to the collection of tweets in order to
identify how Trump uses strategy to form and tell his story. Both theories are directly applicable to how
politicians like Trump use social media to mobilize voters. These theories provide a foundation for how
and why Trump tweets, what results he has seen and demonstrates the strategy and purpose behind
the campaign. When applying the theories to the data, it will be clear which types of tweets were more

impactful and contributed to his success. In accordance with SIM, the coder will look for language
regarding policy and responses to current events or media and opponent allegations. Through this, the
strategy used will also be determined. Agenda setting will be studied in the discussion section by noting
repetitive messaging and communication patterns. How Trump engages audiences beyond the tweet
using links, videos or pictures will also be taken into account.
The tweets were coded through categorization and their corresponding definitions in order to
understand how Trump is using Twitter. A single coder will record the tweets. The categories were
chosen uniquely to apply to politicians, only being relevant to how these public figures tweet. While not
replicable with these categories to other public figures, this method could be applied to other politicians
at multiple government levels. The following represents the categories that the tweets are coded into as
well as the criteria for why they were placed there.
Type Description Example
Self/Campaign
Promotion
Regarding personal opinions that
bolster the campaign
“It all begins today - WE WILL FINALLY TAKE OUR
COUNTRY BACK AND MAKE AMERICA GREAT
AGAIN!"
Opponents/Other
Politicians
Mentioning other politicians,
political parties or opponents
“This was sent out from Ted Cruz- as Iowans
arrived at their caucus sites to vote. #CruzFraud
[Photos]”
Media
Regarding media reports or media
personnel
“Why does @megynkelly devote so much time on
her shows to me, almost always negative?
Without me her ratings would tank. Get a life
Megyn!”
Voter Mobilization
Directly encouraging individuals to
vote or recapping primary results
“THANK YOU Arkansas! Get out & #VoteTrump
on Tuesday. We will MAKE AMERICA SAFE &
GREAT AGAIN! [Photo]”
Policy
Any statements about public policy
that relates to potential
presidency, such as foreign affairs,
immigration, economy, social
issues
“I will end illegal immigration and protect our
borders! We need to MAKE AMERICA SAFE &
GREAT AGAIN! #Trump2016 [Video]”
Campaign
Spending/Funding
Ant tweets regarding campaign
funding, personal or opponents
“I don't believe I have been given any credit by
the voters for self-funding my campaign, the only
one. I will keep doing, but not worth it!”
Personal
Regarding family or topics not
related to the campaign or
opponents
Just for your info, tax returns have 0 to do w/
someone’s net worth. I have already filed my
financial statements w/ FEC. They are great!

The coding will also include the tone of each tweet, as described below. At least one of the four
tone categories will be chosen for each tweet.
This study will also consider how successful each tweet was. For the purposes of this analysis, a
“successful” tweet is based on how many retweets and likes it receives, which increases the tweet’s
reach and overall effectiveness. The following statistics will be gathered and calculated: tweet with the
most and least retweets, average retweets, most and least likes, average likes, and average tweets a
day. These will be examined in relation to the content of the tweet and which category it falls under.
In the Analysis & Discussion section, the tweets will be examined as a whole to determine to what
end Trump has been using his Twitter account and what part it plays in his overall strategy. Strategic
issues management and agenda setting theories will also be incorporated into the findings to gauge the
strategy and possible overarching purpose.
Tone Description Example
Positive Upbeat/positive statements
“It all begins today - WE WILL FINALLY
TAKE OUR COUNTRY BACK AND MAKE
AMERICA GREAT AGAIN!"
Offensive
Degrading or negative comments
about someone/something
“Just out Nevada poll shows Jeb Bush at
1%, he should take his dumb mouthpiece,
@LindseyGrahamSC, and just go home.”
Defensive Defending oneself/one’s campaign
“Cruz just lied again- I am, and have been
totally against #ObamaCare- repeal and
replace!”
Provocative Thought provoking/challenging
“He (or she) who hesitates is lost: MAKE
AMERICA GREAT AGAIN!”

Case Profile
Throughout his bid for president, Donald Trump has used social media to disseminate his
message, be it about his stance on policies or promotion for his campaign. With every tweet posted on
his page, Trump reaches his 7.57 million followers and garners thousands of likes, retweets, and replies
each day (@realDonaldTrump, 2016). Since announcing his candidacy for president in the 2016 election
in June 2015, Trump has used multiple forms of communication to reach voters, including a heavy
reliance on social media sites such as Twitter (Trump: Make America Great Again).
Between February 1, 2016 and March 1, 2016, Donald Trump posted 244 tweets on his Twitter
profile. These tweets were accessed through the advanced search function on Twitter found here. Each
tweet was recorded and coded in the aforementioned categories for both topic and tone. The results
can be found below and the full log is recorded in Appendix A.
The table below summarizes the findings in each type category, followed by an example for
each. A majority of the tweets were categorized as “self/campaign promotion” with 131, with the
second-most common type being “opponents/other politicians” with 96 tweets. Thirty-two tweets fell
into the “media,” 31 in “voter mobilization” categories, 27 under “policy,” 18 in “campaign
spending/funding,” and 13 “personal” tweets. Three of the top five most liked tweets were regarding
other politicians, President Barack Obama and Mitt Romney, while the other two were self/campaign
promotion. The top five retweeted tweets included two from the self/campaign promotion community,
two opponents/other politicians and one media, that one being the overall most retweeted.
Type Total Tweets Percentage
Self/Campaign Promotion 131 53.6%
Opponents/Other Politicians 96 39.3%
Media 32 13.1%
Voter Mobilization 31 12.7%
Policy 27 11.1%
Campaign Spending/Funding 18 7.3%
Personal 13 5.3%

Self/Campaign Promotion
Opponents/Other Politicians
Media
Voter Mobilization
Campaign Spending/Funding
Policy

Personal
The next table demonstrates the results in the tone categories with an example of each. More
than 50 percent (127) of the tweets has a positive tone. There were 61 offensive tweets, 38 defensive,
and 33 provocative. The most retweeted tweet had a defensive tone, while three of the top five tweets
were positive, and one negative. The top two most liked tweets had positive tones, three of the top five
were offensive, and two defensive (two had two tones applied).
Positive
Offensive
Defensive
Provocative
Tone Total Tweets Percentage
Positive 127 52.0%
Offensive 61 25.0%
Defensive 38 15.6%
Provocative 33 13.5%

The table below is a recording of the tweets with the most retweets, likes and the averages
thereof with examples of each. A majority of the tweets fit into multiple categories, while about half of
the tweets had multiple tones applied. No tweet received less than 5,075 likes or 1,500 retweets. Eighty-
four (34 percent) of the tweets included a photo or link to outside content or both, including a lot of
connectivity to Trump’s other social network sites such as Facebook. The tweet with the most likes
included a photo.
Most Retweets
Least Retweets
Most Likes
Success Total
Most Retweets 25,502
Least Retweets 1,501
Average Retweets 4,251
Most Likes 31,433
Least Likes 5,075
Average Likes 11,410
Average Daily Tweets 8

Least Likes

Analysis & Discussion
Twitter is an ideal platform for a unique and unprecedented politician such as Trump due to its
short, ego-centric nature. According to a study performed by McKinney, Kelly and Duran (2012),
“narcissism is significantly related to using Twitter to send tweets about oneself” (p. 115). Trump uses
the site to broadcast his off the cuff and candid opinions, serving as a form of entertainment in addition
to political statement. For example, Trump attacked an opponent via Twitter saying, “Based on the fraud
committed by Senator Ted Cruz during the Iowa Caucus, either a new election should take place or Cruz
results nullified” (Appendix A). This tweet is candid, honest and very direct, something most politicians
wouldn’t post lightly, but represents Trump’s style in the election. Some of Trump’s success can be
attributed to the communication channels he has used to reach potential voters and facilitate political
dialogue. Phillips (2015) describes Twitter as, “One of the most central tools to Trump's penny-pinching
campaign... The 69-year-old uses the tool like a digital native, more prolifically than any other
presidential candidate and arguably with much more skill.” Trump relies heavily on social media,
spending little on traditional advertising in comparison to his opponents.
As demonstrated in the Case Profile and Appendix A, Trump posts on Twitter daily (eight per
day, on average) about a range of topics and in multiple tones. This, combined with his celebrity and
high number of followers, enables Trump to reach millions of Twitter users each day. Based on the
content analysis results and in relation to the research question, Trump uses Twitter as a form of
political communication in order to reach potential voters, as 53.6 percent of Trump’s tweets were
self/campaign promotion, while the second most common tweet type was opponents/other politicians,
usually dissuading voters to choose them over him. For example, Trump tweeted, “How can @JebBush
beat Hillary Clinton- if he can't beat anyone else on the #GOPDebate stage with $150M? I am the only
one who can!” (Appendix A). Trump uses the medium to persuade voters and help set his agenda as a
competent, new kind of leader.

Based on the results and general makeup of the 244 tweets, elements of both SIM and agenda
setting are present in his activity. Trump tweets about a range of topics, mostly about campaign
promotion, his opponents and policy. He also often defends himself against opponents and news
stories, attacking them repeatedly on the same topic to drive home his point. For example, on February
3, Trump tweeted: “During primetime of the Iowa Caucus, Cruz put out a release that @RealBenCarson
was quitting the race, and to caucus (or vote) for Cruz” (Appendix A). He tweeted 10 times about that
topic alone that day, continuing to put down Cruz’ alleged actions, all the while making him look good.
His strategy could be to combine self-promotion, media defense and discrediting opponents to bolster
his own campaign.
Thirty-nine percent of the time, Trump tweets about his opponents. Combined with an often
times offensive or provocative tone, Trump tries to discredit their validity with voters, reinforcing his
own agenda. Trump uses Twitter to combat other things in the news or remind voters that his
opponents are not worthy, especially when they do well in the polls. Trump sometimes uses tweets to
either discredit or distract voters from his opponents, to “slam them over and over again” (Phillips,
2015). Phillips (2015) also notes how “Trump’s words on Twitter carry weight” and that “his attacks and
insults alone have been retweeted almost 1 million times.” His controversial statements, such as going
after Fox News reporters or Ted Cruz, gain him support because of their candid nature and sometimes
humorous tone.
A majority of Trump’s tweets are categorized as self/campaign promotion, where only about six
percent are personal and not related to the campaign. Twitter has clearly been utilized as a platform for
political communication and disseminating information about campaign rallies, what Trump stands for
and who not to vote for. Agenda setting is when the media transfers salience to audience members
(McCombs, Shaw and Weaver, 1997). By bypassing the media, Trump takes its place and becomes the

agenda setter, sharing his thoughts and beliefs and passing them to his followers. The agenda Trump
could be setting is that he is a new kind of politician that represents where politics should be going. As
noted by Phillips (2015), “Trump appears to be on his way to becoming the first major U.S. politician to
use [social media] in a way that truly shapes — not just amplifies — his message.” Trump embraces
every aspect of Twitter and uses the platform to engage voters, allowing them to help shape his
campaign.
While meaningful data was extracted, no conclusive results regarding any correlation between
Trump’s Twitter use and his overall success in the primary elections can be made thus far. While Twitter
is a tool in his arsenal, it is most likely not the sole contributor to any caucus wins. Trump’s Twitter is a
part of his larger, overall strategy that stretches across multiple platforms and beyond the Internet and
social networking. He uses other social media and outside sites to connect his campaign together across
multiple platforms, further solidifying his strategy and campaign effectiveness as it increases his reach
and garners increased engagement. Through this, he has created a powerhouse presidential campaign
that has him

Conclusion
Politicians have a long, rich history of using media outlets to reach voters, from radio to
television to social media. Presidential candidate Donald Trump and other politicians have the ability to
use online communication platforms to reach millions of users and social media followers to set their
own agendas and strategic messaging at all times of day. Politicians are no longer limited to
communicating through strictly traditional media. By bypassing media, politicians like Trump have a
constant, uncensored mic to speak through. Twitter and other social media networking sites have
proven to be useful tools in mitigating the digital landscape and engaging with potential voters.
The main goal of this content analysis was to determine how Trump is using Twitter, if it’s a part
of his overall strategy and if he uses it to set his agenda. The analysis was successful in answering each
of these questions and providing insight into his Twitter use. Analyses like this one are significant
because tools of mass communication impact how society gets information and news and make
decisions, such as who to vote for. From the 244 tweets collected between February 1, 2016 and March
1, 2016, the results of the content analysis determine Trump is using Twitter for political
communication. More than half the tweets were used for self or campaign promotion, while more than
a third were regarding his opponents, some of which to discredit their campaigns. A majority of the
tweets fit into multiple categories, while about half of the tweets had multiple tones applied, no tweet
receiving less than 5,075 likes or 1,500 retweets.
While a successful study, some limitations could have stunted the results. For example, there
was only one coder categorizing the tweets. Also, the sample frame was limited, only capturing a month
of the campaign rather than a longer sample size. A more robust outside media analysis would also
prove useful to better understand the how Trump is using the media. In order to determine causation as
to Trump’s overall political success, other communication platforms and campaign strategies would also

need to be examined. Just looking at Twitter cannot determine his level of success and how his
popularity has skyrocketed. Therefore, completing an all-inclusive analysis of different communication
mediums and Trump’s opponents would offer significant insight into his media use in the election.

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e

Tweet Date & Time Category Tone Retweets Likes
It all begins today - WE WILL FINALLY TAKE OUR
COUNTRY BACK AND MAKE AMERICA GREAT AGAIN!
Feb 1, 8:25 AM
Self/campaign promotion, voter
mobilization
Positive 9,477 22,107
My experience in Iowa was a great one. I started out
with all of the experts saying I couldn't do well there
and ended up in 2nd place. Nice
Feb 2, 11:03 AM Self/campaign promotion Positive 5,647 20,854
Because I was told I could not do well in Iowa, I spent
very little there - a fraction of Cruz & Rubio. Came in a
strong second. Great honor
Feb 2, 11:14 AM
Self/campaign promotion,
Opponents/Other Politicians,
campaign spending/funding
Positive, defensive 4,358 15,180
The media has not covered my long-shot great finish
in Iowa fairly. Brought in record voters and got second
highest vote total in history!
Feb 2, 11:29 AM Media, Self/campaign promotion Defensive 3,940 12,662
I will be talking about my wonderful experience in
Iowa and the simultaneous unfair treatment by the
media-later in New Hampshire. Big crowd
Feb 2, 11:34 AM Media, Self/campaign promotion Positive 2,842 9,663
I don't believe I have been given any credit by the
voters for self-funding my campaign, the only one. I
will keep doing, but not worth it!
Feb 2, 11:39 AM Campaign spending/funding Defensive 4,359 16,098
"@93101Dianne @realDonaldTrump if you can do
that well in Iowa then I see you acing it in all other
significant states. Momentum is growing"
Feb 2, 2:25 PM Self/campaign promotion Positive 1,501 5,869
"@restorereality Iowa is meaningless...keep pushing
forward, run the table in NH SC NV and Super
Tuesday. America needs you! #TrumpTrain"
"@stephbewitching @realDonaldTrump All you haters
need to realize Trump got the second highest vote in
history. And he's never held office!"
Anybody who watched all of Ted Cruz's far too long,
rambling, overly flamboyant speech last nite would
say that was his Howard Dean moment!
Feb 2, 3:02 PM Opponents/Other Politicians
Offensive,
provocative
4,272 14,138
Appendix A

On my way to New Hampshire- expecting a big and
spirited crowd! #FITN #Trump2016
https://www.facebook.com/DonaldTrump/posts/101
56599412210725:0 [photo]
Feb 2, 5:23 PM Self/campaign promotion Posisitve 4,148 16,012
Great job on @donlemon tonight @kayleighmcenany
@cherijacobus begged us for a job. We said no and
she went hostile. A real dummy! @CNN
Feb 3, 12:12 AM Self/campaign promotion, media
Defensive,
Offensive
1,664 5,464
Ted Cruz didn't win Iowa, he stole it. That is why all of
the polls were so wrong and why he got far more
votes than anticipated. Bad!
Feb 3, 8:47 AM Opponents/Other Politicians Defensive 6,822 14,346
During primetime of the Iowa Caucus, Cruz put out a
release that @RealBenCarson was quitting the race,
and to caucus (or vote) for Cruz.
Feb 3, 8:56 AM Opponents/Other Politicians Provocative 3,500 7,248
Many people voted for Cruz over Carson because of
this Cruz fraud. Also, Cruz sent out a VOTER
VIOLATION certificate to thousands of voters.
The Voter Violation certificate gave poor marks to the
unsuspecting voter(grade of F) and told them to clear
it up by voting for Cruz. Fraud
And finally, Cruz strongly told thousands of
caucusgoers (voters) that Trump was strongly in favor
of ObamaCare and "choice" - a total lie!
Feb 3, 9:21 AM Opponents/Other Politicians, Policy
Provocative,
Defensive
3,846 9,494
Based on the fraud committed by Senator Ted Cruz
during the Iowa Caucus, either a new election should
take place or Cruz results nullified.
Feb 3, 9:28 AM Opponents/Other Politicians
Provocative,
Defensive
7,930 17,746
I will be interviewed on @greta at 7:00 P.M. Enjoy!
@FoxNews
Feb 3, 2:09 PM Self/campaign promotion, media Positive 1,562 5,179
This was sent out from Ted Cruz- as Iowans arrived at
their caucus sites to vote. #CruzFraud [Photos]
Feb 3, 2:20 PM Opponents/Other Politicians Provocative 6,437 10,455
The State of Iowa should disqualify Ted Cruz from the
most recent election on the basis that he cheated- a
total fraud!
Cruz just lied again- I am, and have been totally
against #ObamaCare- repeal and replace!
Feb 3, 3:22 PM Opponents/Other Politicians, Policy Defensive 3,639 9,954

Dr. Ben Carson blasted Ted Cruz for "deceit and dirty
tricks and lies."
Provocative,
Defensive
3,264 9,437
Thank you New Hampshire!
#MakeAmericaGreatAgain #FITN [Photo]
Stop the assault on American values. Stand w/ Trump
to #MakeAmericaGreatAgain! #VotersSpeak:
https://www.facebook.com/DonaldTrump/videos/10
156602612915725/ … [Photo]
Feb 3, 4:29 PM Policy, Self/campaign promotion Positive, defensive 3,677 9,125
THANK YOU to everyone in Little Rock, Arkansas
tonight! A record crowd of 12K. #Trump2016
56603612740725:0 … [Photo]
Feb 3, 9:31 PM
mobilization
Positive 3,479 9,611
Sanders says he wants to run against me because he
doesn't want to run against me. He would be so easy
to beat!
Defensive,
Offensive
2,851 9,015
Th+29:45ank you @billoreilly & @KarlRove. Ted Cruz
should be immediately disqualified in Iowa, with each
candidate moving up one notch.
Feb 4, 1:33 AM Opponents/Other Politicians, media
Defensive,
Offensive
2,653 7,096
This is the Cruz voter violation certificate sent to
everyone, a misdemeanor at minimum. [Photo]
Politicians are trying to chip away at the 2nd
Amendment. I won’t let them take away our guns!
#Trump2016 Watch:
156604838290725/ [Photo]
Feb 4, 9:26 AM Policy, Self/campaign promotion
Defensive,
provocative
4,388 10,694
Taking a helicopter to New Hampshire, boarding now.
Amazing activity planned. New UMASS poll, very nice!
I+33:37 very much look forward to tomorrow’s debate
in New Hampshire—so many things to say, so much at
stake. It will be an incredible evening!
"@DharmaBum77: Donald Trump loves America! He
loves Americans! He loves our Vets!
#TrumpSupporters @realDonaldTrump [Photo]

10,000 people in South Carolina, unbelievable
evening! Will be in New Hampshire tomorrow- love it.
[Photo]
I told you so. Our country totally lost control of illegal
immigration, even with criminals.
http://www.breitbart.com/big-
government/2016/02/04/exclusive-immigration-
committee-chart-fugitive-criminal-aliens-outnumber-
all-new-hampshire-city-populations/ [Article - photo]
Feb 5, 9:42 PM Policy, media
Defensive,
provocative
3,209 6,362
It never ends! "Fox News- Report: ISIS Fights Entering
Europe Disguised As Refugees bit.ly/1QTLTfeM"
Feb 5, 9:51 PM Media Provocative 2,643 5,643
Wow, Jeb Bush, whose campaign is a total disaster,
had to bring in mommy to take a slap at me. Not nice!
Feb 6, 9:37 AM Opponents/Other Politicians Offensive 5,143 14,069
The New Hampshire drug epidemic must stop. If
elected POTUS- I will create borders & the drugs will
stop pouring in.
156610923070725/ …
Feb 6, 10:18 AM Policy, Self/campaign promotion
Positive,
provocative
2,698 6,739
"@Enlighten2881: @ukcatwoman52 @ericnlin
@AC360 How come Rubio&Cruz are going to turn
America around but did nothing in the Senate for
USA?"
I love New Hampshire - will be an exciting evening! Feb 6, 4:40 PM Self/campaign promotion Positive 2,267 8,269
Come join us at the Verizon Wireless Center-
Manchester, New Hampshire on 2/8! Register now:
http://trumpmanchesternh.eventbrite.com/ [Photo]
Feb 6, 7:14 PM
mobilization
"@ABCPolitics: .@realDonaldTrump dominating
@Google searches throughout #GPLFers. " [Photo]

"@ABC:DonaldTrump: "The police in this country have
done an unbelievable job of keeping law and order."
#GOPDebate http://snpy.tv/1SVfssV " [Video]
Feb 7, 1:27 AM Media, Self/campaign promotion
Positive,
provocative
3,117 7,635
"@piersmorgan: Trump won that debate. People can
huff & puff all they like but he was the best candidate
on the night. #GOPDebate
We are going to have a big event at the Verizon
Wireless Arena in Manchester, New Hampshire! 5K+!
Join us tomorrow:
https://www.eventbrite.com/e/donald-j-trump-in-
manchester-nh-tickets-20922675285 [Link]
Feb 7, 3:05 PM
mobilization
Thank you Newt! "Newt Gingrich -
.@realDonaldTrump was big winner. Looked
calm,pleasant,like a frontrunner,had more substance
than previous debates."
So far the Super Bowl is very boring - not nearly as
exciting as politics - MAKE AMERICA GREAT AGAIN!
Jeb Bush has zero communication skills so he spent a
fortune of special interest money on a Super Bowl ad.
He is a weak candidate!
Feb 8, 7:20 AM
Campaign spending/funding
Offensive,
provocative
3,659 11,667
Thank you for your support at this mornings Town
Hall- in Salem, New Hampshire. #FITN #NHPrimary
Feb 8, 11:29 AM
mobilization
Jeb Bush is desperate - strongly in favor of
#CommonCore and very weak on illegal immigration.
Feb 8, 11:33 AM Opponents/Other Politicians, policy Offensive 2,341 6,914
Everybody is laughing at Jeb Bush-spent $100 million
and is at bottom of pack. A pathetic figure!
Feb 8, 11:38 AM
Offensive 3,162 8,643
America needs strong leadership. Politicians can talk
but they don’t get things done. Video:
156620333635725/ … [Photo]
Feb 8, 1:30 PM Opponents/Other Politicians Defensive 3,417 9,294
Today's third stop- Londonderry, New Hampshire!
Thank you! #FITN #VoteTrumpNH [Photo]

Now that Bush has wasted $120 million of special
interest money on his failed campaign, he says he
would end super PACs. Sad!
Feb 8, 2:47 PM
Thank you, New Hampshire! #FITN [Photo] Feb 8, 11:06 PM Self/campaign promotion Positive 2,735 8,640
Remember @JebBush wants COMMON CORE
(education from D.C.) and is very weak on ILLEGAL
IMMIGRATION ("come as act of love"). Not a leader!
I know the "Governors" and Jeb Bush, who has gone
nasty with lies, is by far the weakest of the lot. His
family used private eminent domain!
No-one has done more for people with disabilities
than me. I have spent many millions of dollars to help
out-and am happy to have done so!
Feb 9, 7:16 AM Self/campaign promotion, policy
Positive,
provocative
2,555 8,166
The polls are now showing that I am the best to win
the GENERAL ELECTION. States that are never in play
for Repubs will be won by me. Great!
Feb 9, 7:23 AM
mobilization
Positive 3,956 11,730
MAKE AMERICA GREAT AGAIN! Feb 9, 8:37 AM
mobilization
Positive 9,422 16,204
A message to the great people of New Hampshire on
this important day! #VoteTrumpNH Video:
156623696310725/ [Photo]
Feb 9, 9:32 AM
mobilization
New Hampshire vote today - MAKE AMERICA GREAT
AGAIN!
ISIS is making big threats today - no respect for U.S.A.
or our "leader" - If I win it will be a very different
story,with very fast results
Feb 9, 4:40 PM Self/campaign promotion, policy
Provocative,
Offensive
8,078 20,224
We will immediately repeal and replace ObamaCare -
and nobody can do that like me. We will save $'s and
have much better healthcare!
Feb 9, 5:15 PM Self/campaign promotion, policy Provocative 5,041 14,971
We will stop heroin and other drugs from coming into
New Hampshire from our open southern border. We
will build a WALL and have security.
Provocative,
Offensive
6,274 18,384

Thank you, New Hampshire! Departing with my
amazing family now! #FITN #NHPrimary
56626180645725:0 [Photo]
Thank you to the people of New Hampshire, I love
you! Now, off to South Carolina.
Such a great experience in New Hampshire - amazing
people! Will be leaving for a big event in South
Carolina today.
So funny, Jeb Bush called me a "highly gifted politician
and a great entertainer" - I assume that is a
compliment!
THANK YOU- Clemson, South Carolina!
#MakeAmericaGreatAgain #SCPrimary
I have been consistent in my opposition to Common
Core. Get rid of Common Core--- keep education
local!
Feb 10, 9:51 PM Policy Provocative 6,483 16,673
Jeb Bush spent more than $40,000,000 in New
Hampshire to come in 4 or 5, I spent $3,000,000 to
come in 1st. Big difference in capability!
Feb 11, 10:11 AM
Remember, it was the Republican Party, with the help
of Conservatives, that made so many promises to
their base, BUT DIDN'T KEEP THEM! Hi DT
He (or she) who hesitates is lost: MAKE AMERICA
GREAT AGAIN!
Feb 11, 11:51 AM
mobilization
Provocative 3,444 9,234
Jeb failed as Jeb! He gave up and enlisted Mommy
and his brother (who got us into the quicksand of
Iraq). Spent $120 million.Weak-no chance!
Feb 11, 2:45 PM
Offensive, defensive 2,993 9,238
We are getting reports from many voters that the
Cruz people are back to doing very sleazy and
dishonest "pushpolls" on me. We are watching!
Just landed in Baton Rouge, Louisiana. Reports are out
that lines are three quarters of a mile to get in. Wow!
#MakeAmericaGreatAgain

THANK YOU- Baton Rouge, Louisiana! WE will
#MakeAmericaGreatAgain! #Trump2016 [Photo]
Lying Cruz put out a statement, “Trump & Rubio are
w/Obama on gay marriage." Cruz is the worst liar,
crazy or very dishonest. Perhaps all 3?
Feb 11, 11:20 PM Opponents/Other Politicians, policy Defensive 4,304 11,571
How can Ted Cruz be an Evangelical Christian when he
lies so much and is so dishonest?
Feb 12, 7:03 PM Opponents/Other Politicians, policy Offensive 4,782 12,312
NEVADA! Tomorrow is the deadline to register
Republican. Visit: http://www.DonaldJTrump.com/NV
Message from @IvankaTrump:
156633253035725/ …
If @TedCruz doesn’t clean up his act, stop cheating, &
doing negative ads, I have standing to sue him for not
being a natural born citizen.
Feb 12, 2:45 PM Opponents/Other Politicians Offensive, defensive 5,636 14,570
I will end illegal immigration and protect our borders!
We need to MAKE AMERICA SAFE & GREAT AGAIN!
#Trump2016 [Video]
Feb 12, 7:31 PM Policy
Positive,
provocative
6,292 12,939
11,000 inside venue tonight in Tampa! Broke record
set by Elton John in 1988 w/out musical instruments!
Another 5,000 outside. Will be back!
Just got back from Tampa. It was an amazing evening
with an even more amazing crowd - fantastic people!
Will be in South Carolina tomorrow.
I am the only one who can fix this. Very sad. Will not
happen under my watch! #MakeAmericaGreatAgain
http://nypost.com/video/stomach-turning-moment-
1400-workers-lost-their-jobs/ [Article, photo]
Feb 13, 10:01 AM Policy, media Provocative 2,738 5,874
Now an additional 600-700 jobs in America (2,000)
being eliminated for move to Mexico- via Hartford
Courant. [Photo]
Feb 13, 10:16 AM Policy Provocative 3,538 5,866

The RNC, which is probably not on my side, just
illegally put out a fundraising notice saying Trump
wants you to contribute to the RNC.
Feb 13, 11:37 AM Campaign spending/funding
Provocative,
Defensive
3,996 6,795
Totally unauthorized, do not pay. I am self funding my
campaign! Notice has just been withdrawn.
#Trump2016 #MakeAmericaGreatAgain
Feb 13, 11:38 AM Campaign spending/funding
Provocative,
Defensive
2,214 5,753
"Get on Trump's List" email from the RNC was not
authorized. I am self funding my campaign! Do not
pay. Email:
56638670970725:0 …
Feb 13, 12:21 PM Campaign spending/funding
Provocative,
Defensive
2,922 5,397
Thank you, South Carolina! We will MAKE AMERICA
SAFE & GREAT AGAIN!
56638082135725:0 [Photo]
"@wino911: #Trump2016 We know better than to
trust the RNC " So cute! [Photo]
Feb 13, 12:52 PM Campaign spending/funding Positive 3,870 9,560
The totally unexpected loss of Supreme Court Justice
Antonin Scalia is a massive setback for the
Conservative movement and our COUNTRY!
Feb 13, 5:34 PM Personal Provocative 6,771 16,503
Wow! Honored to be chosen by the highly respected +
accurate Washington & Lee Mock Convention. I hope
you are right - I will make you proud!
Nasty Ted Cruz is at it again- same dirty tricks he used
w/ @RealBenCarson- saying I may not be on ballot & I
hold liberal positions. LIES!
Ted Cruz is a cheater! He holds the Bible high and
then lies and misrepresents the facts!
On the way to the #GOPDebate with my wonderful
wife @MelaniaTrump.
https://instagram.com/p/BBv3e4Zmhcu/ [Photo]
Lightweight @JebBush said tonight he didn't know his
family used private eminent domain in Texas- Lie!
#GOPDebate

Thank you! I miss my father. "Eustace Bagge - Well
done tonight, @realDonaldTrump @MELANIATRUMP,
Fred would be so proud of what you are doing for the
country!
Feb 14, 12:27 AM Self/campaign promotion, Personal Positive 2,340 8,022
How can @JebBush beat Hillary Clinton- if he can't
beat anyone else on the #GOPDebate stage with
$150M? I am the only one who can!
Feb 14, 12:37 AM
All polls have me winning debate big- Drudge, TIME,
etc. Dopey Charles Krauthammer still nasty. He has
zero cred- totally dishonest!
Feb 14, 1:12 AM Media, Self/campaign promotion Defensive 2,696 8,706
Hey @glennbeck- see how I beat your boy Ted- in
your own Blaze poll? Your endorsement means
nothing! #GOPDebate
This shows what a complete & total liar Ted Cruz is-
he said he wouldn't have nominated John Roberts.
Really?
http://www.nationalreview.com/article/214989/right-
stuff-ted-cruz [Link]
Thank you for your support! TOGETHER we will MAKE
AMERICA GREAT AGAIN!
56642768615725:0 … [Photo]
Feb 14, 12:27 PM
mobilization
Positive 5,022 12,981
Loved the debate last night, and almost everyone said
I won, but the RNC did a terrible job of ticket
distrbution. All donors & special ints
Feb 14, 3:55 PM Self/campaign promotion Positive, defensive 3,379 11,525
Wow, in the new CBS Poll I went way up into the
forties! Thank you!
Feb 14, 4:10 PM Self/campaign promotion, media Positive 3,833 12,884
Ted Cruz, along with Jeb Bush, pushed Justice John
Roberts onto the Supreme Court. Roberts could have
killed ObamaCare twice, but didn't!
Feb 14, 5:02 PM Opponents/Other Politicians, policy
Defensive,
provocative
4,015 10,425
Funny that Jeb(!) didn't want help from his family in
his failed campaign and didn't even want to use his
last name.Then mommy, now brother!

Jeb Bush and Ted Cruz are not electable presidential
candidates, Hillary would destroy them. Ted may not
be eligible to run - born in Canada
I will be in South Carolina all week. Saturday is BIG,
BIG, BIG! Get out and vote - MAKE AMERICA GREAT
AGAIN
Feb 15, 8:55 AM
mobilization
Now that George Bush is campaigning for Jeb(!), is he
fair game for questions about World Trade Center,
Iraq War and eco collapse? Careful!
Feb 15, 9:04 AM Opponents/Other Politicians, policy
Offensive,
provocative
6,730 16,638
What a night! 10,000 amazing supporters in
Greenville, South Carolina! THANK YOU! VOTE on
Saturday! #VoteTrumpSC [Photo]
Feb 15, 10:53 PM
mobilization
Positive 4,133 12,334
New South Carolina poll from PPP. Thank you!
#VoteTrumpSC [Photo]
Feb 15, 11:18 PM
mobilization
New PPP Poll just out - Trump up big, Cruz, Rubio and
Bush down. The debate results, even with a stacked
RNC audience, were wonderful!
Thank you! #MakeAmericaGreatAgain [Photo] Feb 16, 7:37 AM Self/campaign promotion Positive 4,270 9,917
Thank you to the 2,500+ in North Augusta, South
Carolina. Lines down the block! Don't forget to VOTE
on Saturday! [Photo]
Feb 16, 4:09 PM
mobilization
Positive 3,151 10,064
"@debdew2: @brithume @megynkelly
@DiamondandSilk FOX: TRUMP HATERS R SCARED
BECAUSE THEY LOSE - TRUMP IS WINNING" [Photo]
Why does @megynkelly devote so much time on her
shows to me, almost always negative? Without me
her ratings would tank. Get a life Megyn!
Feb 16, 10:58 PM Media Offensive, defensive 5,152 15,345
Interesting how President Obama so haltingly said I
"would never be president" - This from perhaps the
worst president in U.S. history!
Defensive,
Offensive
9,303 23,523
I will beat Hillary easily, but Lindsey Graham says I
won't, and yet he got zero against me- no cred! Why
does FOX put him on?
Feb 17, 9:40 AM Opponents/Other Politicians, media Offensive, defensive 3,260 9,359
.@FoxNews is so biased it is disgusting. They do not
want Trump to win. All negative!
Feb 17, 9:49 AM Media Defensive 25,502 19,094

Just out Nevada poll shows Jeb Bush at 1%, he should
take his dumb mouthpiece, @LindseyGrahamSC, and
just go home.
Jeb Bush just got contact lenses and got rid of the
glasses. He wants to look cool, but it's far too late. 1%
in Nevada!
Thank you Nevada! #MakeAmericaGreatAgain
#Trump2016 [Photo]
THANK YOU AMERICA! #MakeAmericaGreatAgain
#Trump2016 [Photo]
Amazing that while I lead by big numbers in the new
Q and and USA Today polls, the the press only wants
to report on the phony WSJ/NBC poll.
The just out USA Today National Poll, where I lead by
big numbers, shows that in a head to head matchup, I
beat both Hillary and Bernie.
Feb 18, 5:53 AM
I love being in South Carolina. We are leading big in all
of the State polls - Saturday is a BIG day. MAKE
AMERICA GREAT AGAIN!
Feb 18, 6:25 AM
mobilization
New CBS National Poll just out - massive lead for
Trump. The Wall Street Journal/NBC Poll is a total
joke. No wonder WSJ is doing so badly!
Feb 18, 7:26 AM Self/campaign promotion, media Positive 3,287 8,476
Thank you America! #Trump2016
56657376720725:0 …
[Photo]
Thank you South Carolina! Together, WE WILL MAKE
AMERICA GREAT AGAIN! #VoteTrumpSC [Photo]
I agree with Marco Rubio that Ted Cruz is a liar! Feb 18, 9:11 AM Opponents/Other Politicians
Defensive,
Offensive
4,524 12,265
Response to the Pope:
56658168535725 …
Feb 18, 1:07 PM Personal Provocative 4,703 9,808

We will MAKE AMERICA SAFE & GREAT AGAIN!
#Trump2016 #VoteTrumpSC
156659139295725/ … [Photo]
Feb 18, 7:08 PM
mobilization
Thank you South Carolina! Everyone get out and vote
tomorrow! We will #MakeAmericaGreatAgain!
[Photo]
I’m self-funding and I am going to take care of the
people – not the special interests and insurance
companies like the other candidates.
Feb 19, 3:29 PM Campaign spending/funding Positive, defensive 3,751 10,492
I have built so many great & complicated projects–
creating tens of thousands of jobs-video:
156655304665725/ … [Video]
Feb 19, 4:00 PM Self/campaign promotion, Personal
Positive,
provocative
2,704 7,138
I use both iPhone & Samsung. If Apple doesn't give
info to authorities on the terrorists I'll only be using
Samsung until they give info.
Boycott all Apple products until such time as Apple
gives cellphone info to authorities regarding radical
Islamic terrorist couple from Cal
Just finished two major speeches in South Carolina.
Big crowds, great people. Going for a third now!
Feb 19, 4:49 PM Self/campaign promotion, Personal Positive 2,215 8,109
MAKE AMERICA GREAT AGAIN! Feb 19, 4:51 PM Self/campaign promotion Positive 9,436 17,873
"@micah_micahk: @realDonaldTrump @blackan
@DanScavino this veteran voted for Trump in TX early
voting! " [Photo]
I am the only candidate (in many years) who is self-
funding his campaign. Lobbyists and $ interests totally
control all other candidates!
Feb 20, 10:31 AM Campaign spending/funding Provocative 4,780 12,199
I wonder if President Obama would have attended the
funeral of Justice Scalia if it were held in a Mosque?
Very sad that he did not go!
Remember that Marco Rubio is very weak on illegal
immigration. South Carolina needs strength as illegals
and Syrians pour in. Don't allow it
Feb 20, 12:02 PM Policy, Opponents/Other Politicians Offensive 3,949 10,410

South Carolina voters have the future of our country
in their hands. Vote now (today), and MAKE AMERICA
GREAT AGAIN!
Feb 20, 12:39 PM
mobilization
Positive 3,537 10,443
"@CarrollKuykend2: This veteran just voted
@realDonaldTrump in the SC primary, let's make
America great again!"
People (pundits) gave me no chance in South
Carolina. Now it looks like a possible win. I would be
happy with a one vote victory! (HOPE)
What a great night. Thank you South Carolina, a
special place with truly amazing people! LOVE
"@mikeliberation: This is the best reaction shot I've
ever seen lol #Trump2016" [Photo]
Thank you @SarahPalinUSA for your amazing help
and support. Big win, leaving now for Atlanta and
Nevada.The people of South Carolina got it!
Feb 21, 6:09 AM
Positive 3,087 11,829
I will be live on all of the major morning talk shows.
Enjoy!
The failing @WSJ Wall Street Journal should fire both
its pollster and its Editorial Board. Seldom has a paper
been so wrong.Totally biased!
Feb 21, 6:52 AM Media Offensive, defensive 4,071 11,878
A number of months ago, I was not expected to win
South Carolina,Ted Cruz was, and yet I won in a
landslide - every group and category. WIN!
Feb 22, 7:22 AM
I am in Las Vegas, at the best hotel (by far), Trump
International. I will be working with my wonderful
teams and volunteers to WIN Nevada!
The reason that Ted Cruz lost the Evangelicals in S.C. is
because he is a world class LIAR, and Evangelicals do
not like liars!
I hear the Rickets family, who own the Chicago Cubs,
are secretly spending $'s against me. They better be
careful, they have a lot to hide!
Feb 22, 9:42 AM Campaign spending/funding Defensive 6,774 15,173
Many people are now saying I won South Carolina
because of the last debate. I showed anger and the
people of our country are very angry!

It is so important to audit The Federal Reserve, and
yet Ted Cruz missed the vote on the bill that would
allow this to be done.
Wow, Ted Cruz falsely suggested Marco Rubio
mocked the Bible and was just forced to fire his
Communications Director. More dirty tricks!
Defensive,
provocative,
offensive
3,743 9,836
Ted Cruz has been playing an ad about me that is so
ridiculously false - no basis in fact. Take ad down Ted.
Biggest liar in politics!
Defensive,
Offensive
2,853 8,362
Ted Cruz has now apologized to Marco Rubio and Ben
Carson for fraud and dirty tricks. No wonder he has
lost Evangelical support!
Just saw the phony ad by Cruz - totally false, more
dirty tricks. He got caught in so many lies - is this man
crazy?
Feb 22, 4:06 PM Opponents/Other Politicians Defensive, offensive 2,961 8,616
Ted Cruz should be disqualified from his fraudulent
win in Iowa. Weak RNC and Republican leadership
probably won't let this happen! Sad.
Feb 22, 4:11 PM Opponents/Other Politicians Defensive, offensive 2,753 8,500
Thank you Illinois! Great news! #VoteTrumpIL on
3/15!
Trump 28%, Cruz 15%, Rubio 14%, Kasich 13%, Bush
8%, Carson 6%, Simon Poll/SIU
Feb 22, 8:24 PM
mobilization
Just watched the very incompetent Mitt Romney
Campaign Strategist, Stuart Stevens. Now I know why
Mitt lost so badly. Stevens is a clown!
Feb 22, 8:29 PM Opponents/Other Politicians Offensive 2,238 7,394
Great poll! Thank you North Carolina! #VoteTrumpNC
on 3/15! Trump 36% Cruz 18% Rubio 18% Carson 10%
Kasich 7% Via @SurveyUSA
Feb 22, 8:34 PM
mobilization
Thank you Michigan! #VoteTrumpMI Trump 35%
Kasich 17% Cruz 12% Rubio 12% Carson 9% Via: ARG
Feb 22, 8:37 PM
mobilization
Positive 3,723 10,529
Wow was Ted Cruz disloyal to his very capable
director of communication. He used him as a scape
goat-fired like a dog! Ted panicked.
Ted Cruz lifts the Bible high into the air and then lies
like a dog-over and over again! The Evangelicals in S.C.
figured him out & said no!

I am growing the Republican Party tremendously - just
look at the numbers, way up! Democrats numbers are
significantly down from years past.
Feb 23, 10:47 AM
mobilization
Positive 3,906 10,346
Unlike the other Republican candidates, I will be in
Nevada all day and night - I won't be fleeing, in and
out. I love & invest in Nevada!
Feb 23, 12:11 PM
mobilization
Great. Just reported on @FoxNews that many people
who supported @JebBush are now supporting me. I
knew that would happen, pundits didn't!
Feb 23, 1:12 PM Opponents/Other Politicians, media Provocative 4,519 13,541
Exclusive interview w/ my wife @MELANIATRUMP-
tomorrow morning @ 8amE on @Morning_Joe w/
@morningmika @MSNBC. Enjoy! [Photo]
Feb 23, 8:56 PM Personal, media Postive 2,612 7,798
Make sure you get on the Trump line and are not
mislead by the Cruz people. They are bad! BE
CAREFUL.
Defensive,
Offensive
3,779 10,757
THANK YOU NEVADA! WE WILL MAKE AMERICA SAFE
& GREAT AGAIN!
56680424255725:0 …
THANK YOU NEVADA! #Trump2016
#MakeAmericaGreatAgain @Snapchat! Username:
realdonaldtrump
https://www.snapchat.com/add/realdonaldtrump …
[Photo]
Big defeat last night in Nevada for Ted Cruz and
Marco Rubio. @KarlRove on @FoxNews is working
hard to belittle my victory. Rove is sick!
Feb 24, 11:09 AM Opponents/Other Politicians, media
Defensive,
Offensive
2,774 8,655
.@USATODAY Poll and @QuinnipiacPoll say that I beat
both Hillary and Bernie, and I havn't even started on
them yet!
Feb 24, 11:12 AM Opponents/Other Politicians, media Provocative 4,111 10,638
I am self funding my campaign & don't owe anybody
anything! I only owe it to the American people!
#Trump2016 Watch:
156681405075725/ …
Feb 24, 12:03 PM
Campaign spending/funding,
Self/campaign promotion

In all of television- the only one who said anything
bad about last nights landslide victory-- was dopey
@KarlRove. He should be fired!
Feb 24, 1:27 PM Media Offensive 2,784 8,995
MAKE AMERICA GREAT AGAIN! [Photo] Feb 24, 1:31 PM Self/campaign promotion Positive 4,498 10,576
The polls show that I picked up many Jeb Bush
supporters. That is how I got to 46%. When others
drop out, I will pick up more. Sad but true
Feb 24, 4:36 PM
Positive,
provocative
4,144 14,430
Mitt Romney,who totally blew an election that should
have been won and whose tax returns made him look
like a fool, is now playing tough guy
When Mitt Romney asked me for my endorsement
last time around, he was so awkward and goofy that
we all should have known he could not win!
Feb 24, 6:26 PM Opponents/Other Politicians Offensive, defensive 4,109 10,425
Why would Texans vote for "liar" Ted Cruz when he
was born in Canada, lived there for 4 years-and
remained a Canadian citizen until recently
When Ted Cruz quits the race and the field begins to
clear, I will get most of his votes - no problem!
Feb 24, 6:49 PM
Offensive, positive 3,342 11,039
Ted Cruz is lying again. Polls are showing that I do
beat Hillary Clinton head to head. Check out
http://U.S.A.Today Poll snd Q Poll.
Feb 24, 9:20 PM Opponents/Other Politicians, media Offensive 2,759 7,497
"@conservativevin: @ahernandez85a Romney should
have been a tough guy with Obama. He cowered and
lost. BADLY! He's not relevant!"
Mitt Romney, who was one of the dumbest and worst
candidates in the history of Republican politics, is now
pushing me on tax returns. Dope!
Feb 25, 7:34 AM Opponents/Other Politicians, Policy Offensive, defensive 8,303 22,586
Why doesn’t @MittRomney just endorse
@marcorubio already. Should have done it before NH
or Nevada where he had a little sway. Too late now!
Just for your info, tax returns have 0 to do w/
someone’s net worth. I have already filed my financial
statements w/ FEC. They are great!
Feb 25, 11:22 AM Personal Defensive 3,483 10,449
Signing a recent tax return- isn't this ridiculous?
[Photo]
Feb 25, 11:35 AM Personal Provocative 6,629 17,317

I'm going to do what @MittRomney was totally
unable to do- WIN!
Feb 25, 11:44 AM
Positive, offensive 6,208 15,663
Join me in Oklahoma tomorrow night!
#MakeYoutubeGreatAgain #Trump2016
https://www.eventbrite.com/e/donald-j-trump-in-
oklahoma-city-tickets-22063276855 … [Photo]
Early on Ted Cruz said that if he didn't win South
Carolina, it's over. He didn't win- and lost to me in a
landslide!
FMR PRES of Mexico, Vicente Fox horribly used the F
word when discussing the wall. He must apologize! If I
did that there would be a uproar!
Feb 25, 3:27 PM Media Offensive 5,222 16,314
THANK YOU! #MakeAmericaGreatAgain #Trump2016
56687171790725:0 … [Photo]
Thank you! WE WILL MAKE AMERICA GREAT AGAIN!
#Trump2016 [Photo]
"@restorereality: Tonight you proved to America you
are the real deal. You took fire from all sides, stayed
composed, returned fire and WON!
I will be making a speech at 12:00 in Fort Worth,
Texas. Really big crowd expected. Will be talking
about the debate last night-plus, plus!
Have a good chance to win Texas on Tuesday. Cruz is a
nasty guy, not one Senate endorsement and, despite
talk, gets nothing done. Loser!
Feb 26, 9:02 AM
Positive, offensive 5,002 15,925
Why would the people of Florida vote for Marco
Rubio when he defrauded them by agreeing to
represent them as their Senator and then quit!
Offensive,
provocative
4,068 11,875
Will be at Fort Worth (Texas) Convention Center at
11:30 A.M. Big crowd - get there early! Big
announcement to be made!
Lying Ted Cruz and lightweight choker Marco Rubio
teamed up last night in a last ditch effort to stop our
great movement. They failed!

Lightweight choker Marco Rubio looks like a little boy
on stage. Not presidential material!
Wow, every poll said I won the debate last night.
Great honor!
Lightweight Marco Rubio was working hard last night.
The problem is, he is a choker, and once a choker,
always a choker! Mr. Meltdown.
They don't like Rubio in Florida- he left them high &
dry. Doesn't even show up for votes!
Thank you for your support & friendship- Governor
@ChrisChristie! #MakeAmericaGreatAgain
#Trump2016 [Photo]
Feb 26, 4:07 PM
Positive 6,531 19,703
Never let them see you sweat! [Photo] Feb 26, 4:11 PM Opponents/Other Politicians Positive 9,905 21,726
Thank you Texas! 10,000 amazing supporters!
What I would do on my first day in office.
#MakeAmericaGreatAgain Watch:
156689716915725/ [Photo]
Thank you Pastor Robert Jeffress!
#MakeAmericaGreatAgain #Trump2016 [Video]
Tax experts throughout the media agree that no sane
person would give their tax returns during an audit.
After the audit, no problem!
Feb 27, 10:20 AM Personal Provocative 3,139 10,468
I am self-funding my campaign and am therefore not
controlled by the lobbyists and special interests like
lightweight Rubio or Ted Cruz!
Feb 27, 10:25 AM
Campaign spending/funding,
Defensive,
Offensive
6,242 18,298
Fun to watch the Democrats working so hard to win
the great State of South Carolina when I just won the
Republican version - amazing people!
I only wish my wonderful father, Fred, gave me $200
million to start my business like lightweight Rubio
says. He didn't - total fabrication!
Feb 27, 11:04 AM
Personal, Opponents/Other
Politicians
I started my business with very little and built it into a
great company, with some of the best real estate
assets in the World. Amazing!
Feb 27, 11:08 AM Personal Positive 3,947 13,760

Just watched lightweight Marco Rubio lying to a small
crowd about my past record. He is not as smart as
Cruz, and may be an even bigger liar
Offensive,
provocative
4,952 14,435
It was an honor to be the Grand Marshall- in the
Salute to Israel Parade back in 2004.
Feb 27, 5:40 PM Personal Positive 4,496 12,655
THANK YOU Arkansas! Get out & #VoteTrump on
Tuesday. We will MAKE AMERICA SAFE & GREAT
AGAIN! [Photo]
Feb 27, 9:13 PM
Self/campaign promotion, Voter
mobilization
Positive 3,578 10,810
We need to fix our broken education system!
#StopCommonCore #MakeAmericaGreatAgain Video:
156692264830725 [Photo]
Feb 27, 10:02 PM
mobilization, Policy
Positive 4,415 12,492
While Hillary and I both won South Carolina by big
margins, Repubs got far more votes with a massive
increase from past cycles.GROWING PARTY
Feb 28, 7:20 AM
Opponents/Other Politicians, Voter
mobilization
Positive,
provocative
4,226 13,876
I am the only Republican who will get large numbers
of Dems and Indies (crossover). I will also get states
that no other Republican can get.
Feb 28, 7:43 AM
mobilization
Positive,
provocative
4,373 13,396
Making a big speech in Alabama today. So many
people we had to move to a football stadium! Come
and join us!
Little Marco Rubio, the lightweight no show Senator
from Florida, is set to be the "puppet" of the special
interest Koch brothers. WATCH!
Feb 28, 11:07 AM Opponents/Other Politicians, media Offensive 3,871 10,229
Why would the people of Texas support Ted Cruz
when he has accomplished absolutely nothing for
them. He is another all talk, no action pol!
As I stated at the press conference on Friday regarding
David Duke- I disavow. [Video]
Little Marco Rubio, the lightweight no show Senator
from Florida is just another Washington politician.
[Photo]
Little Marco Rubio is just another Washington D.C.
politician that is all talk and no action. #RobotRubio
[Video]

I will be making a big surprise announcement to the
massive crowd assembled in Huntsville/Madison
Alabama! Landing now! #Trump2016
Our law enforcement officers deserve our
appreciation for the incredible job they do. Video:
156696078600725/ [Photo]
Positive,
provocative
5,545 15,152
THANK YOU ALABAMA! 32,000 supporters tonight.
Get out & VOTE on Tuesday! WE WILL MAKE AMERICA
GREAT AGAIN!
Feb 28, 7:25 PM
mobilization
Positive 7,175 18,398
Thank you @SenatorSessions!
#MakeAmericaGreatAgain #Trump2016
56699096370725:0 [Photo]
Thank you America! Get out & VOTE tomorrow!
56700735560725 [Photo]
Feb 29, 7:43 AM
mobilization
Positive 3,962 10,433
"Hillary could lose to Trump in Democratic New York"
#MakeAmericaGreatAgain #Trump2016
http://nypost.com/2016/02/28/hillary-could-lose-to-
trump-in-democratic-new-york/ [Photo]
Feb 29, 10:17 AM
Opponents/Other Politicians, Media
Positive,
provocative
4,122 10,585
I am self funding my campaign and only work for YOU,
the American people! #Trump2016 Video:
156699675010725/ [Photo]
Feb 29, 10:49 AM
Positive 5,790 15,577
My wife @MELANIATRUMP will be joining
@andersoncooper @AC360 tonight at 8pmE on
@CNN. Enjoy!
Feb 29, 1:57 PM
Personal, Self/campaign promotion,
media
Positive 3,292 10,731
Thank you Virginia! 15,000 amazing supporters!
Everyone get out and #VoteTrump tomorrow!
[Photos]
Feb 29, 2:46 PM
mobilization
Positive 5,203 14,514
Great news- Former Mayor of Dallas, Tom Leppert,
has just endorsed me! Thank you! Tomorrow is a big
day- VOTE! #VoteTrump #SuperTuesday
Feb 29, 8:40 PM
mobilization, Opponents/Other
Politicians
Positive 5,272 14,676

Thank you Columbus, Ohio! [Photos] March 1, 2:34 PM Self/campaign promotion Positive 3,736 12,173
Wow! Thank you Louisville, Kentucky! #VoteTrump on
3/5/2016! Lets #MakeAmericaGreatAgain!
56706347280725:0 [Photo]
March 1, 5:18 PM
mobilization
Positive 4,239 12,428
Thank you Tennessee! #Trump2016 #SuperTuesday March 1, 8:02 PM Self/campaign promotion Positive 7,397 20,776
Type Tones Success
Self/campaign promotion Positive Likes
Policy Offensive Retweets
Campaign spending/funding Defensive
Voter mobilization Provocative
Personal
Media
Retrieved from: https://twitter.com/search?q=from%3ArealDonaldTrump%20since%3A2016-02-01%20until%3A2016-03-02&src=typd between March 30-April 2, 2016

How social media used by politicians? 2016

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