The Government of Javier Milei is one month old and its communication during that time went through setbacks with surprising changes in the Nation’s Media Secretariat, and with the focus placed on 13 institutional accounts that take on greater prominence every week. Which are? What is behind this strategy?
After the victory in the runoff, the question began to arise about the communication of the new president of the Argentine Republic, Javier Milei: Will he be able to maintain his communication style in management that made him popular and brought him to the Casa Rosada in such a short time? ? Can he quickly make his mark? Will he continue to post to his personal account without the third-party filter?
As the days passed, the panorama began to become clearer with the creation of the “Office of the President-Elect” account, which later mutated into “Office of the President of the Argentine Republic”, better known as @opra on Instagram and @OPEArg ( was the “e” left for elected?) in X, former Twitter. From this profile each activity of the President is communicated through images, videos and even press releases. Today, this account already has more than 230,000 followers on Instagram and almost 400,000 on X. This is the “mother profile” of presidential communication. Everything happens here.
This strategic decision left the previously existing government account, “Casa Rosada Argentina”, in the background. This profile, which currently has more than 500,000 followers on Instagram, 2,000,000 on Facebook, 971,000 on Twitter and 378,000 on YouTube, had played a fundamental role in both the management of Alberto Fernández and that of Mauricio Macri. So far, this account has only made 5 publications in this first month and a controversy was generated when, in the midst of the New Year’s celebration, the Government’s digital strategist, Iñaki Gutiérrez, retweeted from the Casa Rosada account a tweet that he had made on his personal profile, with his girlfriend Eugenia Rolón. A video had previously been published about the state of the Government House but it was later deleted.
Another profile that was created with the arrival of Milei to the Government was “Presidential Spokesperson”, the exclusive account of the official spokesperson Manuel Adorni that publishes about his different daily press conferences. On Instagram, this account has 158,000 followers and almost 55,000 on X.
What happens with the social networks of the different Ministries? There are nine accounts that were made through the digital transition. Let us remember that the transition of digital assets included the archiving of Alberto Fernández’s management accounts and the creation of mirror accounts for the Ministries of the new government. The one with the most followers is the profile of the Ministry of Human Capital, Sandra Pettovello’s portfolio, with more than 1,100,000, something logical as it is the merger of three ministerial profiles from the previous administration: Social Development, Education, and Labor. Completing the podium with the largest number of followers are the Ministry of the Interior (205,000) and the Ministry of Security (152,954).
If we analyze the Ministries by number of publications made this month, the one that made the most posts was the portfolio of Patricia Bullrich with 122, further behind is the Ministry of Defense of Luis Petri with 56 and the Foreign Ministry of Diana Mondino completes the podium with 20 One fact: the Ministry of Economy has not yet made any publications. Nor the profile of the Chief of Staff.
While all this is happening and the new management’s strategy begins to be deployed, President Javier Milei continues to use his social networks without third-party filters. That is, publishing without the complete supervision of his team and maintaining the same logic used in the campaign, with the use of memes, screenshots of the X network and comics, among other types of content.
Let us remember that the National Media Secretariat was left in charge of journalist Eduardo Serenellini after the resignation of Belén Stettler, who had been appointed to that position on December 6. Stettler’s departure was added to that of Eduardo Roust who was the Undersecretary of Communication and slammed the door just a week after Milei took office, being replaced by Javier Lanari.
