Bloomberg's Meh Tweeting

(I can't seem fix the formatting, but here's a no picture gdoc version: https://docs.google.com/document/d/1GT_7a_WdQgvx7jripLNVzAzuhM_n4oyuWEW-YMshMCU/edit?usp=sharing) I don’t have to tell you who Mike Bloomberg is. After a late entry into the 2020 presidential race, he’s eager to do it himself — by paying millions to be featured in every digital and traditional medium there is. Literally, his spending has made the news, and he’s the top self-funded spending presidential candidate. Ever. Even Trump, notorious for his self-funded campaign, spent 331 million less than Bloomberg. 

So we know he’s killing it with paid media, but what about organic media? Specifically, Twitter. Twitter is a micro-blogging social network ideal for having real conversations and showcasing a candidate’s voice unlike other platforms like Facebook. 

Not About Me, It’s About Them

Bloomberg often positions himself as the only candidate who can beat Trump, and that doesn't change much on Twitter.

The above graph is divided into Tweets shared between February 18 and February 25 that attack Trump, attack Bernie, discuss policy, emphasize his history as a mayor or otherwise, and other. 

This graph isn’t an entirely accurate count of Bloomberg’s Tweets. Some Tweets qualified in multiple categories, and Tweets that attacked Bernie/Trump while still discussing policy were categorized under Bernie/Trump. Retweets and repeated Tweets were not counted. Still, there’s a clear pattern. Above anything else, Bloomberg attacks his #1 opponents. 

Bloomberg’s anti-Trump and anti-Bernie dialogue also offers a clear glimpse into his target audience. While every candidate is hating on Trump (and also each other), Bloomberg often Tweets that a extreme left socialist can’t beat Trump, and he’s the only man who can. So he’s targeting moderate voters and Democratic voters who are afraid leftist policies won’t get Trump out of office. 

Rise Up

Every candidate wants your vote come the primaries — and come November. But what else is Bloomberg asking? His Twitter does support a range of call to actions, including registering to vote, knocking on doors, and checking out his website. Even just watching a rally.

None of these are revolutionary actions, but he does offer a variety which allow lower and higher thresholds of participation from his target audience. It’s absolutely institutional engagement. Bloomberg’s speaking to moderate and afraid Democrats, and he isn’t asking for anything out-of-the-box. 

What is perhaps more revolutionary — or maybe just plain interesting — is Bloomberg’s attempts to reach out to non-white voters, especially Black and Hispanic voters. Some of his posts are translations of earlier posts in Spanish, targeting Spanish speakers. Nearly all of his video content with multiple people feature at least one if not more Black or Hispanic person.

Sometimes, they’re even the focus. He features Stephanie Rawlings-Blake, a former Black mayor who supports him. Similarly, he highlights an interview with Malia Cohen about the fight against tobacco. It’s a smart move. Bernie has shown us how important the non-white vote can be, and it might not be too late for Bloomberg to gain non-white support.

Resume Review

Remember the “history” category in that bar graph? Bloomberg may not favor it as much as attacking Trump and Bernie, but he shares plenty of content showcasing his past experience as a mayor of New York and how this can translate to an effective presidency. 

This isn’t unlike Trump’s own political narrative during the 2016 election. Trump presented himself as “not the traditional politician” and a “self-made man” despite being a billionaire. Much like Trump, Bloomberg also demonstrates the same self-starter qualities that America voted for once before. 

Bloomberg’s storytelling technique isn’t new, but it’s pretty successful. As a “self-made man,” he understands the drive of the American dream. As a former mayor, he has the experience governing and knowledge of politics that Trump does not. He’s the perfect middle man. 

Where Bloomberg is less successful is building a community. Where Twitter is a conversational forum, many of his Tweets are one-way or sound right out of one of his advertisements. Even when he tries to start a conversation with another candidate, he sounds artificial and rehearsed by saying “care to explain, Bernie” twice on two different issues. To me, this is a huge missed opportunity, especially on Twitter. 

He’s shared his story. But for voters to really know him, he also has to share his voice.