The Twitter event faced significant technical issues, resulting in a delayed start. The app crashed repeatedly due to the surge in traffic, leaving DeSantis’ audience waiting and his moment in the spotlight. However, this wasn’t a simple tale of a technical failure. The glitches were a sign of something bigger – the sheer number of users trying to tune in was overwhelming Twitter’s servers. At one point, Twitter’s metrics indicated that more than 600,000 were attempting to listen, a record-breaking figure for a live political event on the internet.
Traditional media outlets, seemingly affronted by DeSantis’ bypassing of their platforms, focused on the technical issues and portrayed the event in a negative light, downplaying the actual reach of the event. The reported audience figures were much lower than the numbers indicated by Twitter’s own metrics.
Today, one day after the announcement, DeSantis found himself on the front pages of many newspapers and news portals, though the coverage was largely unflattering. The traditional media outlets, perhaps sensing a threat to their dwindling relevance, did not hold back their critique.
So, was it a wise decision for DeSantis to announce his candidacy on Twitter? The answer isn’t clear-cut. On one hand, he reached an audience larger than any traditional media outlet could have provided. On the other hand, he found himself at the mercy of those same outlets, who painted his innovative approach in a negative light.
DeSantis took a risk and redefined the way political announcements can be made. He showed that politicians could bypass traditional media and still reach a massive audience. However, the backlash he faced raises the question of whether the increased reach was worth the negative portrayal.
Overall, DeSantis’ Twitter announcement is a fascinating case study for European political communications professionals. It offers valuable insights into the potential and pitfalls of using social media as a primary platform for major political announcements. While the approach has its merits, it also underscores the need for a comprehensive media strategy that takes into account both traditional and new media outlets.
