This study focused on analyzing the Social Media communication strategy of Donald Trump, from 1 July 2018 to 1 July 2019. Thus, we have analyzed the Key Performance Indicators (KPIs) that facilitate Social Media communication, we have identified and analyzed the messages that generate high engagement from users as well as the dominant reactions generated by the online audience. | Donald Trump s Social Media Communication or the voice of a man is stronger than the voice of an institution Vol. 1 2019 Donald Trump s Social Media Communication or the voice of a man is stronger than the voice of an institution Assist. Prof. PhD. Tănase Tasențe Ovidius University of Constanta Romania office@ Prof. univ. dr. habil. Mihaela Rus Ovidius University of Constanta Romania psiholog_m@ Abstract. Social Media Facebook Instagram Twitter etc. have revolutionized the communication strategies of public institutions in recent years and communication strategies have understood the different principles on which these new media have been built compared to traditional means of communication. Beyond the huge openness of these social environments Social Meda is encouraging users to participate in the in the government process and created a new mechanism through which institution becomes a person and institutional communication becomes interpersonal communication. This was speculated by many candidates who have won such a high online reputation that their voice can be stronger than the voice of an institution. This study focused on analyzing the Social Media communication strategy of Donald Trump from 1 July 2018 to 1 July 2019. Thus we have analyzed the Key Performance Indicators KPIs that facilitate Social Media communication we have identified and analyzed the messages that generate high engagement from users as well as the dominant reactions generated by the online audience. Keywords. Donald Trump US President Social Media Communication Web online reactions Facebook 1. Introduction With the development of online social networks a phenomenon called by experts as Web the field of political communication has changed radically the structure of political discourse has been rethought including public opinion polling techniques and methods of analyzing public reaction. Among the early politicians who used Social Media in the .
