ABSTRACT
Campaigns must now implement multiple concurrent strategies across various social media sites. While politicians’ use of social media is a prominent focus of political communication research, few studies have examined how campaign communication might differ across social media platforms. We examine how the 2016 Hillary Clinton campaign strategically communicated across Twitter, Facebook, and Instagram. Our analysis suggests that the Clinton campaign used all three platforms for mobilizing voters, communicating policy, attacking opponents, and highlighting personal qualities, but that these classic campaign strategies were executed differently depending on the affordances, genres, and audiences of each platform.
