Twitter makes it’s money by tracking tweets and retweets. They can sell the data regarding a particular user, and because of this, much of Twitter’s success depends on the user impulsivity in their tweets. To have a successful twitter campaign, the user has just a few seconds to invoke an emotional response in the form of a retweet, like, or direct response. Trump used the platform more successfully than any other candidate during his campaign and is a large part of what got him elected.
Donald Trump’s short tweets incite some serious emotion, getting strong reactions both from those who support him and those who are against him. Using Twitter, Trump has the ability to quickly and impulsively post what he is thinking out to his 22.7 million followers, bypassing other media sources. The public can then respond equally as impulsively. This back and forth stirs up a lot of emotions and further media coverage.
As quoted by The Hollywood Reporter here: Trump Taps into Twitter’s Ocean of Emotional Chaos
“…Stars who succeed in provoking a broad response tend to do so by breaking accepted rules or just breaking down: the human equivalent of those car crashes the force us to turn our heads.”
Trump has created the environment on social media where it is impossible not to look. During his campaign, he tweeted out more adjectives than any other candidate—oftentimes they were negative words used to describe his competitors: weak, nasty, dopey, crazy, worst, bad, and stupid. His tweets are also filled with exclamations, another way for him to express emotions through his twitter. Trump’s twitter account is a way for him to bypass any of the media and make it obvious to his audience when they are reading his authentic voice—one that is not hidden by political correctness and exudes emotional intensity at times.
Trumps social media campaign fits alongside current trends in US Congress: sentences are becoming shorter, sentence structure is disappearing, and language is more simple. As the average American reads at an 8th or 9th grade level, Trump spoke and tweeted in ways that could be easily heard by your average American, further enhancing his ability to connect.
The authentic, uncontrolled tweets sent by @RealDonaldTrump have created a strong reaction to him, either for or against. His controversial social media played a large role in getting him elected as President. By the same token, it is exactly what divides us as a country post-election. His tweets provoke a strong emotional response one way or another. I am fearful that if the same tweet structure and style is maintained throughout his Presidency, it will only continue to divide our country further. Now is the time to use the social media to bring us together, and it has to start with getting rid of the impulsive tweets that he knows are going to cause chaos.