Our new book is titled Divided We Stand: The 2020 Elections and American Politics. Among other things, it discusses the impact of social media.
The New York Times examined Mr. Trump’s nearly 1,600 social media posts from Sept. 1 to Jan. 8, the day Mr. Trump was banned from the platforms. We then tracked the social media engagement with the dozens of written statements he made on his personal website, campaign fund-raising site and in email blasts from Jan. 9 until May 5, which was the day that the Facebook Oversight Board, which reviews some content decisions by the company, said that the company acted appropriately in kicking him off the service.
Before the ban, the social media post with the median engagement generated 272,000 likes and shares. After the ban, that dropped to 36,000 likes and shares. Yet 11 of his 89 statements after the ban attracted as many likes or shares as the median post before the ban, if not more.
How does that happen?
Mr. Trump had long been his own best promoter on social media. The vast majority of people on Twitter and Facebook interacted directly with Mr. Trump’s posts, either liking or sharing them, The Times analysis found.
But after the ban, other popular social media accounts often picked up his messages and posted them themselves. (Last week, Mr. Trump shut down his blog, one of the places he made statements.)
