Signal poll by Nanos shows the power of social to wage leadership communication

TORONTO, November 3, 2016 – Signal Leadership Communication Inc. (SLC), a social public relations consultancy for organizations dealing with digital disruption, today released the results of a new Nanos Research public opinion poll of 1,000 Canadians which has found most believe that for a presidential campaign waged in social media, Trump has done a better job on Twitter than Clinton.


“Donald Trump’s use of Twitter to command the news cycle has demonstrated the tremendous power of social networks for leadership communication,” said SLC principal Bob Pickard. “Love him or hate him, Trump’s Twitter stream has been a key driver of the 2016 American presidential race and Canadians have front-row seats to watch this social media spectacle. There are lessons and warnings here for business leaders. These include the seductive appeal of ‘authenticity,’ the expectation of continuous communication from the top, and the often shocking ability of strong viral emotions to rally online community sentiments for good or ill.”

Nearly nine times more Canadians (44%) think that Trump has used Twitter effectively to get the attention of voters, while only 5% feel that way about Clinton. Nine percent (9%) say neither have used Twitter effectively to get attention and 42% are unsure.

When it comes to attacking their opponent, 42% of Canadians believe that Trump has been effective at using Twitter for this purpose compared with 6% who say that about Clinton. Fourteen percent (14%) say neither candidate have effectively used Twitter to attack their opponent and 39% are unsure.

Twenty-three percent (23%) of Canadians believe that Trump has been successful at attracting voters with Twitter while only 9% think Clinton has done this effectively. Twenty percent (20%) say neither have been successful and 48% are unsure.

More than a quarter of Canadians (27%) say that Trump has been successful at getting his message out to voters through Twitter, while only 11% think Clinton has been successful at using Twitter for this purpose. Eighteen percent (18%) believe neither have been successful and 44% are unsure.

For a copy of the full results:

Signal Leadership Communication Inc. (SLC) is a social public relations firm for executives and organizations with images to create, issues to manage, relationships to build, and reputations to protect in a digitally disrupted era. It is the one communications consultancy expressly dedicated to serving senior leaders with PR counsel that is both strategic and social by design, informed by a deep understanding of analytics, content, communities, media, sustainability and technology. SLC is owned and managed by respected partners offering a unique blend of agency and client backgrounds with domestic and international experience. The company is partnered with Nanos Research, one of North America’s premier market and public opinion research organizations.

Nanos Research conducted an RDD dual frame (land- and cell-lines) hybrid telephone and online random survey of 1,000 Canadians, 18 years of age or older, between October 27-30th 2016 as part of an omnibus survey. Participants were randomly recruited by telephone using live agents and administered a survey online. The sample included both land- and cell-lines across Canada. The results were statistically checked and weighted by age and gender using the latest Census information and the sample is geographically stratified to be representative of Canada. Individuals were randomly called using random digit dialling with a maximum of five callbacks. The margin of error for a random survey of 1,000 Canadians is ±3.1 percentage points, 19 times out of 20. Signal Leadership Communication Inc. commissioned this Nanos Research study.

CONTACT | Bob Pickard | | +1 (647) 822-1000 | @BobPickard

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