From the Just In Case You Forgot file:
Most decisively, there was a sudden change in the net sentiment results that followed immediately after FBI Director James Comey released his Oct. 28 letter to Congress about a renewed investigation of Clinton emails.
And then the murders began? Well, in a way, sure...
Immediately afterwards, there was a 17-point drop in net sentiment for Clinton, and an 11-point rise for Trump, enough for the two candidates to switch places in the rankings, with Clinton in more negative territory than Trump. At a time when opinion polling showed perhaps a 2-point decline in the margin for Clinton, this conversation data suggests a 28-point change in the word of mouth “standings.” The change in word of mouth favorability metric was stunning, and much greater than the traditional opinion polling revealed.