Donald Trump and his brand communication: governing the world via Twitter?


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Donald Trump moved as 45. President of the United States of America in the White House. One thing quickly became clear: if the fear of his provocative statements is put back, a lot of it can be learned from the point of view of communication technology.

Donald Trump and his brand communication: governing the world via Twitter? Donald Trump and his brand communication: governing the world via Twitter?


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Stefan Häseli Stefan Häseli Portrait 1_quadrStefan Häseli is an advisor for organizational development.

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Outspoken comments

Whether it is good for the world or how bad it can be if the new impulsive President is left to the political observers for the next four years, not only the destinies of the United States, but also a great part of the world.

There are undoubtedly the fears that Donald Trump will continue to frighten many of his often blunt statements.

Politics in 140 characters?

Already, world-wide publicity is amazed at what Donald Trump is allowed to do on verbal and technical faux pas. But one has to make a clear distinction here:

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On the one hand, he often ignores all rules of constructive communication and appreciative feedback. On the other hand, he tries to rule the world with 140 characters from the 'Twitter window'. We should think about it!

Coming into the news

Regardless of his person, it is worth in this context to separate the menacing from the useful. 140 characters are enough to pinpoint a thing, to launch a discussion, to get into conversation or - positive or negative - into the 'news'.

Important statements in 140 characters to pack is certainly not always correct - especially not when it comes to global interests. But the art of it is important!

Formulate key messages appropriately

Nor is this ability in modern society, business and the public really and everywhere well used. It is by no means superficial to limit information to 140 characters.

Rather, such a core statement must be formulated. The situation is different in complex contexts, of course. Whoever controls the both-as well as is a 'Commander in Tweets'.

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Too little thought

To distinguish and delineate remains that much scrap is tweeted. Too little thoughtful also many posts by Donald Trump. But who has not even sent a message before, without considering what it can trigger.

But it makes a difference, whether an unclear eMail If you have a good friend, or if the most powerful man in the world insults a counterpart with nuclear weapons in the closet.

Only for the gallery

Of course much is not eaten as hot as it is cooked. And in politics, much is done for the gallery.

If Donald Trump, for example, posts a Twitter message about Vladimir Putin, it may be that the personal talk has long since taken place and one knows very exactly what one really thinks.

Twittern as training

Cutting down important core statements on 140 characters is hard work - but very instructive. And presumed superficiality can also be the result of depth. But beware:

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  1. The world of communication becomes more demanding. Much communication on more media does not necessarily result in more content.
  2. The route is the goal. Most often agree. Let us not forget, however, that a beautiful train is of no use if it does not enter the station.

A quality that you can learn

Writing a message in an 140 character message is a quality you can learn and that becomes more and more important.

But the conversation is still to be replaced by nothing else. It is clear that also Donald Trump is measured at the end of the day by his actions and not by his posts.


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