This article is reposted from "Carson, Fiorina failed to leverage social media as their campaigns peaked" at the Columbia Journalism Review.
As the 2016 Republican presidential primary draws to a close, it is worth noting that part of the popularity (or infamy, depending on who you ask) Donald Trump has gained is attributable to his use of social media. From his late night Twitter rants to the official announcement of his VP pick, Indiana Governor Mike Pence last Friday, Trump has done a superb job of using social media to garner both mainstream media attention and the public’s eye. But can we learn anything about the use of social media during presidential elections from other outsider candidates? One way to answer that question is to examine the social media strategies of two of Trump’s failed competitors: Ben Carson and Carly Fiorina.