Affinities and the State of the Swing States

Donald Trump and Hillary Clinton have all but locked up the nominations of their respective parties, but the general election battle has just begun. The national polls show a dead heat, but the election almost always comes down to a few key states.

The polls in the swing states have fluctuated lately, though, and they also indicate a fight to the finish. We decided to take a look at which candidates have the highest affinity to the largest city in each of four swing states: Florida, North Carolina, Ohio and Virginia.

The fact that both Clinton and Trump have such strong engagement and resonance confirms that it will be a tight race. At the moment, these results generally mirror the polls, showing that social media users (and voters) react on social media to what they experience as consumers.