A majority of the most-engaged partisan Facebook pages are left-leaning or affiliated with Trump resistance movements, according to NewsWhip, a social analytics measurement company. The firm looked at the engagement (likes, comments, shares) of partisan pages in Trump's first full month as president. Even more telling is that most of the left-leaning pages are out-performing some of the most trafficked news competitors in overall engagement.
Why it matters: The same Facebook tactics used by conservatives to fuel an anti-establishment movement during the election are now being used by the left to fuel an anti-Trump movement.
NewsWhip spokesman Liam Corcoran says general news sites don't always post about political news, which lowers their average, but when they do, the uptick in engagement is significant. CNN, for example, saw an increase of over 68% in Facebook engagement year over year due to a higher volume of politically-related posts.
Facebook is a good tool for observing the rise of political movements: And its role in activism will only grow bigger. New tools, like call-to-action buttons, fundraising buttons and buttons to contact elected officials, combined with traditional tools, like mass-event invitations, make it easy for political groups to form and spread on Facebook. For example, The Women's Marches that made national headlines all over the country in January were organized by one woman on Facebook and according to a University of Maryland study cited by CNN, 70% of people who attended the march in Washington heard about the event on Facebook.
