Thread by @grantstern

*** THREAD ***

Social Media Analysis of the race for #Miami's easternmost #FL27 Congressional district which has five Democrats vying to be the nominee (and presumptive front-runner) to replace Ileana Ros-Lehtinen.

I used @crowdtangle to analyze all 5 candidates last 3 months.

Twitter:

@david4florida - highest engagement rate, most retweets
@matthaggman - most popular single post, lowest engagement rate, most posts.
@VOTEHEPBURN - doing better than:
@rosengonzalez - least posts, fewest interactions
@DonnaShalala - nearly fewest posts, underperforming

The most popular post in the entire last 3 months is from @matthaggman who has the most overall engagements by posting more and more material. He's also leading in most posts, almost double Richardson, but has 1/4th of R's engagement rate. Effective tho.

Outperforming: @david4florida has a high engagement rate that makes up for his smaller follow count and keeps his overall engagement figures competitive with...

Underperforming: @DonnaShalala has the most followers, but isn't taking advantage of it with 2 posts daily.

Could be better could be worse: @VOTEHEPBURN

Not really putting in the effort: @rosengonzalez

Facebook is a different story, but @crowdtangle doesn't account for advertising spend, though it doesn't look like a major area of focus for any candidate in this race, except possibly @rosengonzalez who has triple the engagements of anyone else.

Kristin @rosengonzalez is leading in video views posting 1 daily, but @matthaggman's content is actually more viral. @DonnaShalala has conceded the FB video space to her competition and @VOTEHEPBURN hasn't posted one yet. FB video interactions reflect this

Interaction rates show that @david4florida isn't buying FB ads, but using his installed base of > 14k likes, triple the next competitor, while @DonnaShalala is pretty much only buying ads to get seen.

KRG is counting on videos, posting one daily. @DonnaShalala is ignoring the space entirely.

Photo posts have been key to driving FBI traffic for #Fl27 candidates.

@david4florida has the most viral content
@rosengonzalez - most interactions from photos
@DonnaShalala - not competing in the space, buying advertising.
@VOTEHEPBURN - interaction underpeform, A4 effort

Overall conclusions:

@david4florida - most consistent, near the top in both FB &Twitter
@matthaggman - quantity over quality Twitter, but producing results, FB, eh.
@rosengonzalez - abandoned Twitter, but doing well on FB.
@DonnaShalala - failing to participate.