The NC Governor Race on Social Media

Case Study

- 7 min

read time


In the dynamic landscape of political campaigning, social media stands as a pivotal battleground where public opinion is both formed and expressed. With the North Carolina Governor race heating up, understanding the digital conversation around the candidates, Josh Stein and Mark Robinson, is more crucial than ever. Leveraging our latest innovation, the TSV Dashboard, we've embarked on an analytical journey to dissect the social media landscape, offering a comparative glimpse into how each candidate is perceived online.

1. The Power of Social Media in Politics

The digital age has transformed political campaigns, turning social media into a crucial platform for candidates to communicate with voters, share their policies, and build their personal brands. Particularly for targeting younger generations that are used to getting their political information on social media rather than traditional news sources. Our newTSV Dashboard dives deep into these conversations, using advanced analytics to capture the essence of public conversation around political races.

2. Insights from the Dashboard: Josh Stein vs. Mark Robinson

Utilizing the TSV Dashboard, we've analyzed hundreds of mentions, hashtags, and conversations surrounding Josh Stein and Mark Robinson. This section breaks down our findings into key themes, sentiment scores, and the most engaging topics for each candidate. By comparing the data, we aim to uncover the strengths and weaknesses in each campaign's social media strategy, offering a unique lens through which to view the candidates' online presence.

To follow along in the TSV platform, you can access the NC Governor dashboard here.

Josh Stein's Social Media Landscape

Josh Stein's digital presence in the North Carolina Governor race reveals a predominantly positive engagement across social media platforms. With a total post volume of 56 and an engagement count of 263, Stein's campaign messages are resonating well with the audience. The overall sentiment of the conversation surrounding Stein is mostly positive, indicating a favorable reception among social media users.

Influential Voices and Hashtags

A handful of influencers have emerged as pivotal voices in the discourse around Josh Stein. Notably, users like @keith_caughran, @Sallying_Forth, and @amarsnowe lead the pack, each contributing significantly to the conversation with multiple posts. This suggests a concentrated effort by these influencers to shape the narrative around Stein's campaign.

The use of hashtags such as #JoshStein, #Mifepristone, and #MegaphoneNC further delineates the topics that Stein's supporters are rallying around. These hashtags, along with references to key issues like the Supreme Court (#SCOTUS) and advocacy for women's voting rights, indicate the thematic focus of Stein's social media engagement.

Engaging Topics and Media Coverage

Discussions on social media have centered around critical issues such as women's voting rights advocacy in North Carolina, insights into the political races involving Biden, Stein, and Mark Robinson's controversial viewpoints. Such topics underscore the campaign's strategic engagement with pressing political and social issues.

In addition to social media buzz, Josh Stein has garnered attention in the news, with articles highlighting his positions on various matters, including support for the Biden administration's lawsuit against Idaho and efforts to combat the fentanyl crisis. Coverage in outlets like the Washington Examiner, Charlotte Observer, and Asheville Citizen Times amplifies Stein's stance on key issues, further reinforcing his campaign messages.

YouTube Engagement

Josh Stein's engagement extends to YouTube, with videos covering a range of topics from gun control to efforts against the fentanyl crisis. The diversity of content, including detailed discussions at the NCRSP State Convention and Stein's community listening sessions, offers a multimedia approach to engaging with voters and expanding his campaign's reach.

Stein on Social

Josh Stein's social media landscape presents a robust and positive engagement with voters, underpinned by influential supporters, strategic hashtag usage, and a focus on key social and political issues. Through a combination of social media conversations, news articles, and YouTube content, Stein's digital footprint underscores his campaign's themes and outreach efforts, setting a solid foundation for his gubernatorial race strategy.

Mark Robinson's Social Footprint

The social media landscape for Mark Robinson, in the context of the North Carolina Governor race, showcases a vibrant yet contentious online presence. With a substantial post volume of 210 and an impressive tally of 1,017, Robinson's digital strategy appears to effectively generate conversation and interaction. However, the sentiment of the posts is mixed, suggesting a polarized audience reaction to his campaign and viewpoints.

Key Influencers and Hashtags

The narrative surrounding Mark Robinson is significantly shaped by influencers such as @keith_caughran (clearly an active engager in the NC political conversation), who tops the list with 10 posts, followed by others like @abreezeclayton. These influencers contribute to a broad spectrum of discussions, indicating a diverse range of topics and opinions that surround Robinson's political campaign.

The use of hashtags such as #ncpol, #nc, and #northcarolina underscores the localized focus of Robinson's campaign, aiming to engage with voters on a state-centric level. Other hashtags, including #markrobinson, emphasize the personal branding aspect of his social media outreach, attempting to solidify his presence in the digital domain of North Carolina politics.

Dominant Conversations and Media Attention

The topics of conversation on social media platforms highlight Robinson's engagement with issues like education bureaucracy, political and entertainment influences, and his stance on various social matters. These discussions reveal the strategic areas that Robinson's campaign emphasizes, aiming to resonate with specific voter demographics.

Media coverage on Robinson presents a mix of critical and analytical perspectives, with articles from The (Raleigh) News & Observer, AOL, and Yahoo discussing his controversial remarks and policy positions. This blend of news reflects the mixed sentiment observed in social media discussions, underscoring the polarizing nature of Robinson's candidacy.

YouTube and Public Perception

YouTube content related to Mark Robinson features a range of commentary, from criticisms of his statements on social issues to parodic endorsements. Videos from channels like Indisputable with Dr. Rashad Richey and NowThis Impact suggest that Robinson's statements and policy positions have sparked significant public discourse, further amplifying the mixed reactions observed across social media platforms.

3. Strategic Implications for Campaigns

Armed with insights from the TSV Dashboard, this section outlines actionable strategies for both campaigns. By understanding the conversation trends, campaigns can refine their messaging, focus on areas of strength, and address perceived weaknesses. This emphasizes how data-driven decisions can lead to more effective and targeted social media campaigns.


The intersection of social media and politics is a complex yet important source of information where the voice of the voter is loudly heard. Through the TSV Dashboard, we've provided a snapshot of how Josh Stein and Mark Robinson are navigating this social media arena. The insights gleaned not only showcase the power of our tool but also underscore the importance of social media analytics in modern political campaigns. As we move closer to election day, it's clear that understanding and leveraging social media conversations will be key to swaying public opinion and ultimately, securing the governor's seat. If you have a political race that you want to compare different candidates, consider TSV Analytics, as you can better understand your audience by having data behind them.

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