Donald Trump was the Twitter candidate, but Bernie Sanders may have been the Facebook candidate.
Rafael Rivero is an acquaintance of Provost’s who, with his twin brother, Omar, runs a page called Occupy Democrats, which passed three million followers in June. This accelerating growth is attributed by Rivero, and by nearly every left-leaning page operator I spoke with, not just to interest in the election but especially to one campaign in particular: “Bernie Sanders is the Facebook candidate,” Rivero says. The rise of Occupy Democrats essentially mirrored the rise of Sanders’s primary run. On his page, Rivero started quoting text from Sanders’s frequent email blasts, turning them into Facebook-ready memes with a consistent aesthetic: colors that pop, yellow on black. Rivero says that it’s clear what his audience wants. “I’ve probably made 10,000 graphics, and it’s like running 10,000 focus groups,” he said. (Clinton was and is, of course, widely discussed by Facebook users: According to the company, in the last month 40.8 million people “generated interactions” around the candidate. But Rivero says that in the especially engaged, largely oppositional left-wing-page ecosystem, Clinton’s message and cautious brand didn’t carry.) (Source)