Javier Milei He won the electoral campaign with a style that broke with the traditional logic of digital political communication. Today, almost three months after his inauguration, he continues to maintain that imprint with a particular use of social networks, especially his “X” account. But let’s take a deeper look at how much time you spend on the platform and how you use it.
The now president He opened his Twitter account in October 2015, seven years before Elon Musk bought the platform for $44 billion to transform it into “X,” as we know it today. Since then, times when Cristina Fernández de Kirchner governeduntil today, Milei made 225,609 posts (possibly once this note was published, that number was already outdated) becoming the most tweeting President of the Argentine Republic vastly surpassing its predecessors.
Alberto FernandezFor example, he has been using the social network for more than 14 years and his tweets total 33,146. Mauricio Macrion the other hand, adds up to 10,747 and its own Cristina Kirchner, one of the pioneers in tweeting in our country, does not exceed 16,100 tweets. What makes Milei different from the rest?
“I use social networks at breakfast time, at lunch time and then at night” he stated a few days ago in an interview, also confessing that the only platform he does not publish on is Tik Tokapplication that uses with the help of Iñaki Gutiérrez who recorded it during the entire electoral campaign.
His vehemence in the use of social networks began to be a recurring topic on the public agenda, not only because of the number of posts he makes but because of the type of content of those publications. In the last few hours, for example, the Down Syndrome Association of the Argentine Republic (ASDRA) rejected the President’s attitude for having validated with a “like” a discriminatory publication against the governor of Chubut, Ignacio Torresin the middle of the conflict with that province.
Before, the presidential spokesperson, Manuel Adornihad to give explanations in one of his daily press conferences for another like that Milei made against Torres after an encounter with journalist Fabián Waldman.
But how long does the President use “X”? Is he really a die-hard tweeter? Let’s look at the last seven days. On Monday, February 19, Milei made 119 likes and 53 retweets; On Tuesday the 20th, the “likes” were 523 and the retweets were 212; On Wednesday the 21st she spent three hours on the platform making 322 likes and 102 retweets; On Thursday she posted 290 hearts and retweeted 163 messages. On Friday the 23rd, the likes were 561 and the retweets were 296.
Saturday the 24th was the day with the most “likes” with 790 and 462 retweets. And Sunday the 25th was the day of the week that he was on X the most: 4 hours 35 minutes, making 701 likes and 292 retweets. In total, in one week, Milei made 3,305 likes, 1,580 retweets, and tweeted 41 times. He spent approximately more than 22 hours on the platform, that is, almost an entire day. So far this week, it has 491 likes and 196 retweets.
What happens if we compare the number of likes that other Argentine politicians have? Until now, in his entire tweeting life, Alberto Fernádez had 8,833 “likes” on Twitter; Mauricio Macri 149 and Cristina Kirchner 486. Milei, on the other hand, already has almost 450,000 likes.
Something important: the platform considers each RT as its own tweet, thus increasing the total number of posts made per account, but this has a limit according to the last update of “X”. The number of tweets allowed by the application is 2,400 per day (including retweets), a limit that the President has not yet reached.
Other peculiarities of the Javier Milei style is the confirmation of news through the “likes” of “X”. Just to mention one case, on January 25, after the President asked the then Minister of Infrastructure, Guillermo Ferraro, to resign, Milei highlighted the following tweet with a heart: “Attention. The Ministry of Infrastructure will cease to exist and will become a Secretariat under the orbit of Toto Caputo, super Minister of Economy. Good decision. There’s no money” thus confirming the new organization of the Government in eight Ministries.
An imprint that destroys political communication manuals and that has a fundamental characteristic: the “non-professional” closeness that caused the complete change in how the protagonists of the political arc communicate in our country. Although “humanization” is something that is always sought to bring politicians directly closer to citizens through social networks, behind that, generally, there is a team of consultants and technicians who are dedicated to strategically taking care of each step. of the politician, scripting with great detail every digital fingerprint that is registered.
Do you remember, for example, Alberto Fernández’s tweet attacks responding to comments in the middle of the night as soon as the pandemic began? Or Mauricio Macri interviewing in first person on the Paseo del Bajo those who were behind its construction and then publishing it on his Facebook? That is the clear demonstration of the professional closenessa question that now does not seem to exist with a Javier Milei who uses the main social networks (Instagram and “X”) without third-party filters.
Hence, the excessive use? of “X” and the constant publication of memes, actions that led him to win the elections because precisely he did not do what society was already accustomed to seeing from politicians. And, in a context in which the new rift is people vs. politicians, the least political candidate triumphed. But the question is recurring, can this imprint in management be maintained? Time will tell.
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