A short analysis of the @CasaRosadaAR Twitter profile, created and then taken away by Cristina Fernandez de Kirchner after she lose elections.

1. {
How NOT to make
institutional
communication
The Casa Rosada Twitter account case

2.  Opened June 2010 by Cristina Kirchner
 “Unofficial” since 10/12/2015
 Very political, supporting CFK
 341K Followers
 Founded and “taken” by CFK after 2015
elections
@CasaRosadaAR

3.  Active since 22/12/2015
 Officially linked to Casa Rosada
 Institutional
 205K Followers (in 4 months)
 Created by new President Mauricio Macrì
@CasaRosada

4.  The most important: creating an Institutional
account and taking it away at the end of
mandate
 Managed by her “fundamentalist” (sic)
supporter and former social media manager
 Making it a “memorial” account to criticize the
new Government
Errors by CFK, after the
end of the mandate

5.  Not being “Institutional” in the management of
the account
 Fighting with journalists
 Commenting news and trials
 Retweeting and posting too much
 Aggressiveness
Errors by CFK, during the
mandate

6.  Too big GAP between Institutional and Political
 Unidirectional
 Lack of a Social Media Strategy
 Repetitive
 Little storytelling, zero storylistening
Errors by CFK, social
media strategy

7.  Better to keep neutral an Institutional profile
 Better to keep just a personal account for/after
the elections
 Institutional accounts should be considered as
a public property
 Interactions can’t be aggressive
Conclusions

9.  Stefano Basilico
 Facebook.com/thebasilist
 Twitter: @StefBasilico