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Oh snap! Clinton just upped her social media game against Trump

Hillary Clinton, former Secretary of State and presumptive Democratic presidential nominee, stands for a selfie photograph with attendees after speaking at a campaign event in Cincinnati, Ohio, U.S.
Ty Wright | Bloomberg | Getty Images
Hillary Clinton, former Secretary of State and presumptive Democratic presidential nominee, stands for a selfie photograph with attendees after speaking at a campaign event in Cincinnati, Ohio, U.S.

Presumptive GOP nominee Donald Trump loves to brag about the power behind his 9.4 million Twitter followers and how he can reach voters directly. But one Tweet doesn't equal a content marketing strategy. It's just a Tweet.

A successful content marketing strategy combines social media and digital content around a message that inspires consumers to engage or interact. When it's executed flawlessly, content (or a message) goes viral.

Believe it or not, Trump now faces a growing digital content disadvantage against his Democratic presumptive nominee, Hillary Clinton. That's right, the candidate who destroyed several GOP presidential candidates with a few Tweets is close to losing his edge in the general election.

Here's why.

On Tuesday, a hundred digital content creators came together in Los Angeles to take a giant selfie with Clinton. Voters might ask, why do I care about a stupid selfie? Give me substance on policy and tell me how you will create jobs.

But the Clinton digital team marketed this content flawlessly by bringing together influencers from social media to help spread her message directly to their fan base.

Most people who follow Trump on Twitter have likely already bought into his message, so he's not influencing or shaping the message with undecided voters who he needs to reach to win. But with only one selfie, Clinton inspired influential content creators to promote her message to their fan base. She effectively leveraged others to spread her message, unlike Trump who can only leverage himself.

One content creator in that giant selfie was YouTube star Swoozie, who has 4.3 million followers. Another content creator, Jordyn Woods has 1.3 million followers on Instagram. Sure, Swoozie and Woods combined have a little over half the followers that Trump has on Twitter, but their platform is reaching the undecided voters.

But Clinton's new deputy digital director, Matt Compton, took this content marketing strategy to a higher level of influence when he combined this digital content strategy with PR. People Magazine ended up covering the story on this giant selfie. Who reads People? I'm not a student of their demographics, but I would bet a large percentage of People's readers are undecided women from all over the country - a coveted group both Clinton and Trump must win over. And what did those undecided voters hear in that People Magazine article?

They heard a soft sell directly from the candidate.

"I am sympathetic to a lot of the people attracted by Trump's message who are feeling really left out and left behind," Clinton told People. "They have lost faith in their government, in the economy, certainly in politics and most other institutions. They don't know how they're going to create a better future for themselves. I'm not only sympathetic, I'm looking for solutions."

Clinton is also doing a fairly good job of leveraging her different social media accounts to reach Millennials. She used Twitter last year to announce her new Snapchat account and is posting photos on Pinterest to motivate her followers from different targeted demographics. Trump isn't even on Snapchat yet.

Most of Trump followers are on Twitter, and Clinton is even targeting his supporters with direct Tweets that call out the mogul's hypocrisy. Clinton has pointed out on Twitter how Trump has outsourced his own apparel line to Bangladesh even as outsourcing is a crucial part of his campaign platform.

She's even been snarky on Twitter with direct pokes at Trump.

Today's consumer and voter is fragmented. It's more difficult to reach a large swath of voters or consumers through only one channel. The best content marketers understand that brands and politicians need to leverage multiple channels through digital media.

Trump might have 9.4 million Twitter fans, but when you look at the power of 100 content marketers leveraging their fan base with each message, Clinton wins this digital strategy outright.

Commentary by Mark Macias, head of Macias PR, a global public-relations firm, that has run media and branding campaigns for politicians, tech start-ups, financial firms, nonprofits and companies. He's also author of the book, "Beat the Press: Your Guide to Managing the Media." Follow him on Twitter @markmacias.

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