I love a good data-based study! This one is very interesting in particular as social media is such a powerful influencer in todays society. What we post matters and can shape the way our friends/connections form their opinions, whether on a conscious or sub conscious level. In the case of Trump the phrase: "There is no such thing as bad publicity" becomes evident.
On Facebook, headlines are often more important than the articles themselves. Most headlines are browsed, not clicked — think about your own Facebook behavior; How often do you click on links? Because of this, the headlines frame our positions on topics without even having to read the content. It’s quick, simple, and we feel informed. But with respect to politics, this news feed browsing behavior creates an electorate that can become dangerously uninformed. These same headlines also leave breadcrumbs of the 2016 political narrative, which we can analyze.