The document analyzes Twitter data from various US presidential candidates from July to October 2015. It finds that Bernie Sanders had the most conversational style and engaged the most with topics discussed by the US population like taxes, immigration, and the economy. Hillary Clinton touched on all major topics, including same-sex marriage, the economy, and immigration, often mixing English and Spanish in her posts. Rand Paul focused most of his messaging on taxes and the economy, with some comments on immigration.

1. 2ND
MOST
ENGAGING
(comments on
competitors)
BUSHLESSIGHUCKABEECRUZFIORINAPAUL
1ST
MOST
ENGAGING
(conversational
-style)
SANDERSCARSONRUBIO
3RD
MOST
ENGAGING
(varied posts
including
Spanish & gifs)
CLINTON
929,19123%
NUMBER OF
TWITTER
FOLLOWERS
AND INCREASE
SINCE JULY
843,659129%
791,381605%
705,94111%
607,10962%
556,83731%
419,72613%
356,4850.5%
354,61562%
4,586,13821%
4,696,09752%
Who’s winning the
Twitter Race?
TAXE
S
IM
M
IGRATION
SAME-SEX
MARRIAGE
EDUCATION - 2%
ECONOMY - 1%
TRUMP
CLINTON
RUBIO
CARSON
SANDERS
PAUL
FIORINA
CRUZ
HUCKABEE
LESSIG
BUSH
Huge and Divisive
Trump comments more on IMMIGRATION than any other GOP candidate,
and sporadically mentions TAXES in response to other candidates.
Sanders shares timely commentary on topics at the same rate the US population
discusses them. He frequently comments on TAXES, IMMIGRATION, and the ECONOMY.
Covering all Bases
Clinton touches on all the major topics of interest, reinforcing her stand on
SAME-SEX MARRIAGE, the ECONOMY, and IMMIGRATION – often in English and Spanish.
Laser-Focused
Paul keeps his commentary primarily focused on TAXES and the
ECONOMY, with a nod to IMMIGRATION in response to Twitter users.
Ground to Cover
People are hardly tweeting at Lessig about any of the
major topics, with Lessig mainly addressing TAXES.
Small and Managed
Plays to His Strengths
Like other GOP candidates Bush reinforces his stand on TAXES and IMMIGRATION
but differentiates himself as one of the few GOPs discussing ECONOMY.
Man of the People?
Despite people tweeting at Rubio about immigration more than other topics,
he doesn't bite - among the major topics discussed, Rubio only posts about TAXES.
Silence is Golden
Though he doesn’t tweet often, he keeps topics varied – one of the few GOP candidates
also posting about SAME SEX MARRIAGE in addition to the ECONOMY and IMMIGRATION.
Knows His Audience
48
%
17%
31%
Top Candidate Chatter on Twitter
These candidates are hardly tweeting
about the main topics people discuss;
keeping the conversation mostly to TAXES
and occasionally IMMIGRATION.
§ Source: Social listening around candidates and main topics of concern among the US Population.
*Sources include Brandwatch and Socialtools. Socialtools is a global proprietary app
deployed by Performics as part of Publicis Groupe to extract insights and create
benchmarks to build presence in the social space and drive high-performing brand experiences.
Twitter data from July 1, 2015 – October 31, 2015.
Note: Some candidates have been omitted due to insufficient volume for analysis.
2ND
MOST
ENGAGING
(comments on
competitors)
TRUMP
Top US Population Chatter on Twitter