How Facebook, Google and Twitter 'embeds' helped Trump in 2016

Facebook, Twitter and Google played a far deeper role in Donald Trump's presidential campaign than has previously been disclosed, with company employees taking on the kind of political strategizing that campaigns typically entrust to their own staff or paid consultants, according to a new study released Oct 26. The peer-reviewed paper, based on more than a dozen interviews with both tech company staffers who worked inside several 2016 presidential campaigns and campaign officials, sheds new light on Silicon Valley's assistance to Trump before his surprise win last November.

While the companies call it standard practice to work hand-in-hand with high-spending advertisers like political campaigns, the new research details how the staffers assigned to the 2016 candidates frequently acted more like political operatives, doing things like suggesting methods to target difficult-to-reach voters online, helping to tee up responses to likely lines of attack during debates, and scanning candidate calendars to recommend ad pushes around upcoming speeches. Such support was critical for the Trump campaign, which didn’t invest heavily in its own digital operations during the primary season and made extensive use of Facebook, Twitter and Google "embeds" for the general election, says the study, conducted by communications professors from the University of North Carolina at Chapel Hill and the University of Utah.