President-elect Donald Trump has long been a loud presence on Twitter, but many have been hesitant to call his tactics instructional; after all, why take notes if it doesn't ultimately work?
Well, it ultimately worked, and now people working in social media truly need to take notice. Trump will be the first leader of the United States who is truly a creature of social media, and this is now being borne out by his YouTube channel Transition 2017. Having so far avoided a post-election news conference longer than anyone elected to the presidency in decades, Trump took his message direct to the people in a video posted to the channel Nov. 21, in which he reads scripted remarks to the camera assuring viewers that the transition is going smoothly, reaffirms his commitment to create jobs for Americans and avoids his more controversial positions (e.g. "the wall").
This is not per se an innovation. The Obama administration produces a weekly video address, usually given by President Obama himself. As Ari Fleischer, former White House press secretary under George W. Bush, commented to The New York Times, “[Trump is] just doing more of what President Obama successfully did, and what I’m fascinated about is, what does this mean for the future?” For one thing, it could become a more noteworthy platform for public interface under Trump, given his penchant for controversy; doubly so if he engages in press conferences less often than Obama, which, judging by the current state of media relations, seems likely.
Also, while Obama hosted his addresses on whitehouse.gov, don't be surprised if you see Trump going direct to YouTube. Videos there are easier to share and embed, and they come up as suggested viewing when you're already watching a different YouTube video. Trump disdains media that he can't control, but this is a medium that can give him what he wants: views and virality.
Follow Ian James Wright on Twitter: @ianwright0101