Abstract
SNSs, such as Facebook, focus all their attention more on politician communication than institutional communication (political party, government, parliament, presidency, etc.), which encourages the implementation of communication strategies for personalized campaigns. Thus, most of the times, one can reach the paradox that the image of the politicians is more visible than the image of the party, and the personalized aspects of the strategy of the political actor can even contradict the strategies of the communication structures of the political parties. Personalized communication in social media is also highlighted by the use of tagging, most political leaders using this tool to create image links with other political personalities or civil society (ministers, political groups of the same political party, political activists or even political opponents), seeking so that the original post is reproduced and disseminated by those mentioned, in their social groups, forming conversation communities with users that confirm existing convictions. This study focused on analyzing the Key Performance Indicators (KPIs) that facilitate Social Media Communication of Donald Trump, the President of United States of America (number of fans, types of posts, interactions etc.) and analyzing Donald Trump's Facebook speech and identify the most commonly used expressions in Social Media during the term of President. The monitoring period is 20.01.2017 - 16.08.2019.
Highlights
With the incorporation of SNSs into the strategies of political communication, the topdown model of unidirectional message reproduction and without the possibility of interaction between the protagonists and the recipients of the published contents entered into discussion
Online social networks, such as Facebook, focus all their attention more on politician communication than institutional communication, which encourages the implementation of communication strategies for personalized campaigns
According to a study by Raquel Tarullo (2018), it shows "a contradictory use of social networks that, it allows political leaders to include in the communication to the addressee from the use of tags, links to other pages, hashtags and sharing publications originating from the walls of Other users' accounts to promote interaction, the nature of hashtags, tags and links to other pages approximates a reproduction of the communicative behavior that leaders star in traditional media"
Summary
With the incorporation of SNSs into the strategies of political communication, the topdown model of unidirectional message reproduction and without the possibility of interaction between the protagonists and the recipients of the published contents entered into discussion. If in this traditional scheme, only politicians and political parties were able to put their voice in the public sphere, using traditional means of communication, the broad universe of social networks came to offer tools to change this paradigm from a communication. The same hypothesis was demonstrated by Maria Pilgun and Galina Gradoselskaya (2015), who showed after a large study conducted in Russia that: (1) Politically active actors in Facebook are distributed in several clusters according to the political affiliations; (2) Communicative interaction between different clusters has the nature of conflict and (3) Proficiency level of sociolinguistic resources does not depend on belonging to certain cluster
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