President Trump’s 2016 victory is unique for many reasons, and was the first American presidential election in which social media, specifically Facebook, played such a prominent role.
Brad Parscale, director of the digital aspect of Trump campaign, recently talked about how Facebook was utilized to win the election by targeting more potential voters than previously possible.
According to Parscale, the Trump campaign accepted help that Facebook offered, which the Clinton campaign allegedly turned down.
Parscale told CBS News that Facebook “was the method” for President Trump’s victory, and says that the Trump team took advantage of what Facebook had to offer in ways that Clinton’s campaign failed to capitalize on.
“Facebook now lets you get to places and places possibly that you would never go with TV ads,” Parscale said, adding, we took opportunities that I think the other side didn’t.”
Trump’s digital director said that the campaign had Facebook employees “embedded inside our offices,” who helped maximize efforts to target voters.
Parscale attributes Facebook for helping to reach more potential voters than ever before, especially by the unprecedented ability to reach voters in less populated, rural areas.
“Everyone had access to the same tools. Both campaigns approached things differently and used different amounts of support,” Facebook said in a statement.
Undoubtedly, social media played a more important role in last year’s election than ever before, and the future of political campaigning changed forever.