Thursday, March 01, 2018

EXCLUSIVE: Trump’s Facebook Engagement Declined By 45 Percent Following Algorithm Change - Breitbart News

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http://www.breitbart.com/tech/2018/02/28/exclusive-trumps-facebook-engagement-declined-45-percent-following-algorithm-change/

EXCLUSIVE: Trump’s Facebook Engagement Declined By 45 Percent Following Algorithm Change

Engagement on Donald Trump’s Facebook posts has dropped by approximately 45 percent since the platform introduced a new algorithm change, following a year of pressure from left-wing employees and the mainstream media for “allowing” the President to win the 2016 general election.

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In the month following the algorithm change, engagement on Donald Trump’s Facebook posts dropped sharply. Total engagement dropped by approximately 45 percent, according to data from leading social media analytics firm NewsWhip. In an email to Breitbart News, a representative of Newswhip confirmed that Breitbart’s reading of the data was accurate.
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The decline in engagement on Trump’s Facebook cannot be attributed to a drop in posting frequency on the part of Trump. In the 13 days prior to Facebook’s algorithm change (28 Dec – 10 Jan), Trump made 67 posts, with no significant drop in engagement. After the change, Trump posted at roughly the same rate – between 59 and 67 posts in each 13-day period, but was still met with the dramatic decline in engagement seen above.
When compared to high-profile Democratic political figures, Trump’s engagement appears to have been hit particularly badly. Elizabeth Warren and Bernie Sanders do not appear to have suffered a comparable decline in Facebook engagement.
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n a comment to Breitbart News, Facebook appeared to acknowledge that their algorithm change might have caused Trump’s engagement numbers to fall. A Facebook representative highlighted the following section of their post announcing the algorithm change:
Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it.
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 There’s only one snag – punishing public figures across their platform will disproportionately affect those who rely on it the most. In an environment where the mainstream media is stacked against their movements, that is usually going to be populist candidates like Donald Trump.

Facebook can expect scrutiny given Donald Trump’s appointment of Brad Parscale as his 2020 election campaign chief. Parscale was the Trump campaign’s digital guru in 2016, and credited Facebook as the crucial factor in Trump’s victory. If Trump’s reach and engagement are being disproportionately cut back on the world’s biggest social network, it’s unlikely to escape his notice.
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