Trump's Twitter Use Helping Drive Engagement, Adoption of Social Media Site, Says Analyst
President Donald Trump's constant tweeting to his more than 24 million Twitter followers is not only helping drive users to the social media platform, but consumers' real-time reactions are "driving engagement higher," BTIG analyst Richard Greenfield wrote investors Wednesday. He…
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said the social media site's user growth and engagement -- through device downloads and daily usage -- has been due, in part, to the presidential election. Greenfield likened Trump's tweeting to President Franklin D. Roosevelt's fireside chats on the radio. Whereas listeners then could only write a letter or offer views one-to-one, "Twitter creates a relatively frictionless way for people to share their views and create an on-going dialogue with other consumers around the globe," he said. Trump is "giving people a reason to be actively engaged" rather than passively using the site as an RSS news reader, he added. "What makes Trump’s use of Twitter different is the 'importance' of the content he is putting on Twitter," wrote the analyst. "Trump is paving the way for other public figures to be more forthcoming on Twitter and much more importantly, as a place for consumers to look and react to those messages." This and the company's efforts to curb trolling and hate speech (see 1702070037) might make Twitter more appealing for a takeover over the next year, said Greenfield.