In 2015, Republican presidential candidate Donald Trump dominated his rivals on social media, causing news cycles to pivot on the click of a Tweet button — or even a Retweet button.

That’s the consensus of nearly every social-media analytics firm and expert. What it may mean as the campaign unfolds into 2016 is less of a unanimous vote.

One reason Trump seemed to run the board on social media: Unlike other candidates, whose feeds were carefully curated and run by staff, Trump tweeted, Facebooked and Instagrammed directly to followers, often seemingly off the top of his head.

“He says things others won’t and can get direct access to people without a filter,” said Zachary Moffatt, Mitt Romney’s former digital director and cofounder of digital strategy firm Targeted Victory.

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