The United Nations General Assembly (UNGA) took place this week from September 19th to 25th, where citizens around the globe saw world leaders voice what matters most to their countries. Alto’s data science team decided to analyze the personal and professional accounts of Donald Trump, @realDonaldTrump with 39.6M followers and @POTUS with 20.5M. Both accounts are active and exhibit very distinct communication behaviour as our analysis demonstrates.

What Trump talks about

The topics Trump tweets about on each account differ greatly. Besides the UNGA, top topics coming from @POTUS during the assembly were natural disasters, commemoration days and the Trump family. While the top topics discussed on @realDonaldTrump were national controversies (like the most recent brawl with the NFL), healthcare and Trump’s day-to-day activities. 35% of the total tweets from @POTUS during the assembly were about the UNGA, while @realDonaldTrump dedicated only 19%.

Flow of topics spread from @realDonaldTrump and @POTUS, September 19th to 25th, 2017
Flow of topics spread from @realDonaldTrump and @POTUS, September 19th to 25th, 2017

His tone of voice

Next, we conducted a sentiment analysis to uncover the tone of voice speaking from each profile. We found that @realDonaldTrump’s tone of voice tends to be more direct, controversial and infused with personal beliefs, while @POTUS has no voice at all – just does retweets that portray Trump in a neutral and diplomatic tone.

Tweets about UNGA

@realDonaldTrump: (1.1)

donald_trump

vs.

@Potus (1.2)

tweets_about_healtcare

Tweets about Healthcare

@RealDonaldTrump: (2.1)

donald_trump_obama_care

vs.

@Potus (2.2)

potus22

Influence based on mentions

During the assembly, @POTUS received 151,501 mentions from 59,553 users, while @realDonaldTrump had 223,396 mentions from 108,448 users, revealing that his personal account evokes increased public reaction.

Network analysis of all communities mentioning
Network analysis of all communities mentioning @realDonaldTrump and @POTUS, September 19th to 25th, 2017.
Large nodes are @realDolandTrump and @POTUS profiles.

Audience generated
Audience generated by only @realDonaldTrump and @POTUS, September 19th to 25th 2017. @realDolandTrumps
includes 71,895K more mentions.

As the network of @realDonaldTrump and @POTUS shows, both accounts have very different audiences and confirms the effectiveness of each account’s strategy to drawn their own audiences according to user preference. Nodes in the center show where audiences are overlapping and mention both accounts.

Tweets and retweets

Content on the @POTUS feed during the assembly was 100% retweets. Trump did not write a single original tweet during the assembly. In fact, our analysis uncovered almost the entire @POTUS feed is retweets, with only one tweet from the account being published in September. Of the total retweets from @POTUS during the UNGA, 45.2% are from the @realDonaldTrump, 42.9% are from Republican party members and 9.5% from Trump’s family members’ accounts. In stark contrast, 88% of @realDonaldTrump’s content during the UNGA were original tweets written by Trump.

Main profiles @POTUS retweeted, September 19th to 25th
Main profiles @POTUS retweeted, September 19th to 25th, 2017

The master and the slave

The communication strategy our team unveils is that of a master and slave dynamic, as the primary function of the @POTUS account is to retweet @realDonaldTrump, other Republicans and the Trump family, consciously excluding tweets about Trump’s controversies to portray the President in a neutral and diplomatic tone. The @realDonaldTrump is the master voice promoting Trump’s personal views to the USA and the world, while the @POTUS is the slave echoing these sentiments.

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Article written by Clarissa Watson, Head of Marketing