Sorry, But Your Astute Election Posts Aren’t Changing Anybody’s Mind

YOU’VE HAD IT with this election cycle. The name-calling. Thebaby-banishing. The multitudinous email scandals.

So you log onto Facebook and fire off a post pumping Hillary Clinton, defending Donald Trump, or, perhaps, reminding everyone that Jill Stein exists. With each accumulating Like, you feel like you’ve accomplished something, like you’ve awoken the masses from this great national nightmare, and like maybe, just maybe, you’ve even changed some minds.

Except you haven’t—at least, not according to new research from the social media marketing firm Rantic. It recently surveyed more than 10,000 people on Facebook, spread evenly across political affiliations. It found that 94 percent of Republicans, 92 percent of Democrats, and 85 percent of independents say they have never changed their view of an issue because of a Facebook post. The majority of people from all political affiliations also say social media is an inappropriate place to express political beliefs. That’s despite the fact that the survey showed 39 percent of Republicans, 34 percent of Democrats, and 26 percent of independents have posted political content on Facebook.

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