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We propose a framework to measure, evaluate, and rank campaign effectivenessin the ongoing 2016 U.S. presidential election. Using Twitter data collectedfrom Sept. 2015 to Jan. 2016, we first uncover the tweeting tactics of thecandidates and second, using negative binomial regression and exploiting thevariations in 'likes,' we evaluate the effectiveness of these tactics. Thirdly,we rank the candidates' campaign tactics by calculating the conditionalexpectation of their generated 'likes.'  We show that while Ted Cruz and Marco Rubio put much weight on PresidentObama, this tactic is not being well received by their supporters. Wedemonstrate that Hillary Clinton's tactic of linking herself to President Obamaresonates well with her supporters but the same is not true for Bernie Sanders.In addition, we show that Donald Trump is a major topic for all the othercandidates and that the women issue is equally emphasized in Sanders' campaignas in Clinton's.  Finally, we suggest two ways that politicians can use the feedback mechanismin social media to improve their campaign: (1) use feedback from social mediato improve campaign tactics within social media; (2) prototype policies andtest the public response from the social media.

Tactics and Tallies: A Study of the 2016 U.S. Presidential Campaign Using Twitter 'Likes'