Facebook’s Political Chasm Still On The Mend

Ted MarzilliCEO YouGov Direct
June 03, 2016, 2:28 PM GMT+0

Republican consumers still seem to be wary of Facebook three weeks after reports surfaced about liberal bias in the social network’s news feed.

After hitting its lowest perception point in three years on May 24th with consumers who identify as Republican, Facebook appears to have begun a slow recovery with this group.

Conversely, the news story seems to have provided a substantial perception boost among consumers who identify as Democrats. And the gap between the two parties’ perception of Facebook is the largest it has ever been.

YouGov BrandIndex measured Facebook with its Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

A score can range from 100 to -100 with a zero score equaling a neutral position.

Since Republicans mounted a campaign targeting Facebook on May 10th, their Facebook’s Buzz score dropped from 16 down to a low of 1 on May 25th. Over the same time frame, Buzz among Democrats increased from 20 to 26.

In the week since hitting bottom, the Republican Buzz score nudged up from 1 to 5, still a third of what it was before the news feed revelation.

Facebook Buzz: Republicans, Democrats