At the beginning of last week we shared our Republican National Convention impact report which revealed Donald Trump had the lead over Hillary Clinton in social media engagement and sentiment. Sure enough, the polling data followed suit with CNN reporting a three point lead for Trump in a head-to-head matchup.

Later in the week we published our Democratic National Convention impact report which showed Clinton overtaking Trump in both key social metrics. In turn, Clinton bounced out to a nine point lead in the CNN poll.

Turns out social media is pretty darn good indicator of public opinion. Who woulda thunk it?

4C, that’s who. And especially our founder, Dr. Alok Choudhary.

Alok, who is also a professor of electrical engineering and computer science at the Kellogg School of Management at Northwestern University, first started using social media data to predict future outcomes over 10 years ago. (He has been doing research in the areas of big data and computational science for more than 30 years.) 

Alok has used social data for everything from tracking weather patterns to disease epidemics and found strong applications around political and social causes. In 2011, he was the first to identify the Egyptian Revolution through Twitter data. 

Realizing that social media was a limitless focus group, Alok set out to apply his data-science to ad targeting and that’s how our company was started. His brainchild was social affinities, which allow us to identify your most valuable audiences by seeing what people engage with on social media and predict what else they might be interested in.

Read on to see affinities in action with our Suicide Squad Hot Fact and imagine how this powerful data could be used for your brand.

Read the rest of 4C’s Insights Volume 17 here.

Subscribe to our newsletter to get updates from 4C in your inbox.