In his successful candidacy, U.S. President-elect Donald Trump demonstrated the power of social media to communicate directly with people without traditional interference. The incoming 45th U.S. President heralded social media as key to his victory and the platform is set to play an important role in his administration’s communications.

We dug into the data to understand what happens when Trump tweets and posts to Facebook.

In the 10 weeks ahead of Election Day, Trump posted to Facebook and Twitter more than 2,400 times. In the 10 weeks following Trump’s election, he posted less than half as often, yet generated nearly twice as many engagements overall.

Tuesdays have consistently been the most popular day for Trump to post. Ahead of the election, though, posts on Sunday drove the most social engagement. However, as the incoming administration dominated news coverage, Tuesdays drove the highest returns in social engagement.

Before and after the election, the time of day when Trump tweets has shifted drastically. On the campaign trail, the most popular time for the Republican to tweet was between 9 and 10pm ET. As the President-elect, timing has shifted to the morning with most of Trump’s tweets occurring from 6 to 9 am. Trump’s 6am posts generate the most engagement as people seek out the latest national news as they’re waking up.

In stark contrast to his Twitter behavior, Trump’s Facebook posting has been relatively consistent from pre- to post-election. Generally, his Facebook posts occur during working hours. Trump’s 2am posts have received the most social engagement on average, however the results are skewed by Trump’s election victory speech on Facebook Live. Otherwise, primetime evening posts at 9pm and early morning 7am updates typically result in the the most engagements for Trump.

The 4C Insights Affinity Graph™ reveals that people engaging with Trump have changed the brands they’re interacting with from campaign to inauguration. Post-election, people interacting with President-elect Trump are more likely to engage with Tommy Hilfiger and Ford, whereas they’ve seemingly lost interest in Grainger and Wells Fargo.

President-elect Trump hasn’t been shy about praising and condemning brands on social media. General Motors, Toyota, L.L. Bean, Ford, and Boeing have all received mentions from the President-elect on Twitter. The attention, however, is likely unwanted.

Our analysis reveals that a brand mention from Trump causes sentiment for the brand to decrease to a level below the sentiment before the mention, regardless of if the mention is positive or negative.

Boeing had the most drastic impact, dropping from 68% before Trump suggested canceling the order for the new Air Force One to 57% in the following days. (Boeing’s stock suffered a similar decline before eventually rebounding.) The other brands had a similar fate, sentiment for L.L. Bean slipped 5.1%, General Motors fell 3.4% and Toyota declined 2.6% in the days after Trump’s mentions. Meanwhile, after two days of back-to-back praise for not opening a new plant in Mexico, Ford’s sentiment decreased 4%.

With no hesitancy from the President-elect about shining the spotlight on brands, good or bad, it’s more imperative than ever for brands have a sound strategy for reengaging their loyalists to improve public perception.

Check back next week as we cover the most impactful moments during the Presidential Inauguration.