1. Joe Biden Personality Marketing on Twitter
Created by: Elliott Davis

2. Who is Joe Biden? Vice President of the United States: 2009-2017
US Senator for Delaware:
Sought Democratic Presidential Nomination: 1988, 2008
Potentially seeking to become President in 2020?

3. Joe Biden’s Twitter Metrics
Followers: 2.29 Million
Most Retweets on a tweet in the last year: 286,000
Most Favorites on a tweet in the last year: 650,000

4. Biden’s Most Retweeted & Favorited Tweets Since Election Day 2016
Every patriotic American who is qualified to serve in our military should be able to serve. Full stop.
278,000 retweets, 723,000 favorites
Brought by parents, these children had no choice in coming here. Now they'll be sent to countries they've never known. Cruel. Not America.
286,000 retweets, 650,000 favorites
Your service has been a great gift to the country, and your friendship and brotherhood are a great gift to me. Happy
129,000 retweets, 531,000 favorites
There is only one side. #Charlottesville
148,000 retweets, 442,000 favorites

5. Joe Biden’s Twitter Use: Post-Election
What does Biden USE Twitter for?
Comment on hot-button political issues
Promote economic opportunity & social justice – Biden Institute
Publicize op-eds Biden writes
What does Biden NOT USE Twitter for?
Promoting himself as an individual
Calling out individuals for their words/actions he disagrees with
Sharing the day-to-day work that Biden is doing

6. Joe Biden’s Twitter Use: Pre-Election
What did Biden USE Twitter for?
Encourage people to get out and vote
Support Hillary Clinton
Inspirational Quotes
Stating Trump was unqualified to be President
What did Biden NOT USE Twitter for?
Discuss his day-to-day work
Showing images to convey personality
Criticizing the Republican Party

7. Joe Biden’s Strategies on Twitter
Effective
Branding himself based on his political opinions
Condemning decisions by the Trump Administration which counter progressive values Joe Biden advocated for as Vice President and Senator
Associate himself with President Obama, a popular public figure
Clear and concise messages so people understand his view
NOT Effective
Branding himself based on his personality
Advertising himself as a genuine, fun, relatable celebrity
Strengthening his personal brand as a “husband to Jill, proud father and grandfather” which Biden includes in his description

8. Takeaways Insert yourself into the debate of hot-topic issues
Align yourself with popular figures
Avoid negatively targeting individuals
Unless you’re campaigning for someone
Text can be effective in conveying ideas, but photos and videos are important to support one’s personal brand

9. Discussion Question
How has social media changed the personal brands we associate with political figures?
Are platforms such as Twitter for effective in providing greater insight into politicians’ personalities or their policy positions?