Why Doesn't Trump Let a Professional Political PR Team or White House Communications Staff Manage His Twitter?

Introduction

Following the recent transition to Joe Biden, the White House has announced that the official Twitter accounts, including @WhiteHouse, @POTUS, @VP, @FLOTUS, and @PressSec, will be transferred to the incoming administration. These accounts will not retain followers from the prior administration, highlighting a significant shift in how future administrations will manage their social media presence.

The Paradox of His Twitter Account

Donald Trump's decision to maintain direct control over his Twitter account raises questions about his social media strategy and how it differs from that of his predecessors. The primary purpose of his Twitter account was to express his thoughts and avoid the filters typically applied by professional PR teams and White House communications staff. This strategy can be traced back to specific events, such as contradicting press statements or using the platform for direct political messaging.

The Origins of His Twitter Strategy

When Trump was a candidate, he initially tried to use a professional political PR team. However, he realized that such a team could undermine his authenticity and direct communication with the public. As a result, he decided to retain the reins, leveraging his own voice despite potential filtering by PR teams. This is a stark contrast to the approach taken by former presidents, like Barack Obama, where tweets were often reviewed by press secretaries before publication.

The Impact on His Political Campaign

This strategy played a crucial role in his political campaign. It allowed Trump to establish a direct line of communication with voters, bypassing established channels and creating a more personal connection with the American public. He used his Twitter account to address the public in a more candid and unfiltered manner, which resonated with voters hungry for direct access to a political leader.

The Revenue Perspective

The financial implications of Trump's tweet-heavy account are significant. A recent study estimated that the revenue generated from his ballistic tweets is north of $2 billion. By maintaining his direct interactions, Trump has maximized his digital footprint, turning it into a powerful revenue stream. Twitter benefits from this engagement, as it boosts user activity and retains followers.

Conclusion: The Balance Between Direct Engagement and Professionalism

While Trump's direct engagement on Twitter has been successful, it also highlights the challenges and potential drawbacks. Future administrations must find a balance between direct communication and professionalism, ensuring that messages are both authentic and effective. Whether the incoming Biden administration can replicate this level of engagement or move towards a more professional model remains to be seen.

Key Takeaways:

The use of Twitter for direct engagement with the public is a powerful tool that resonated with Trump's supporters. Professional PR teams can filter out authenticity, which is a critical aspect for a leader like Trump. Twitter's revenue model has significantly benefited from Trump's prolific use of the platform.

Additional Reading:

Donald Trump Generated $2 Billion in Revenue from His Ballistic Tweets, According to a Research Study Why Donald Trump's Tweets May Be Bad for Him, But Great for Twitter