Abstract for:Influence of Social Media Voice on Engagement and Amplification

Social media users do not understand the impact their social media voice (SMV) has on their ability to grow their follower base, foster engagement, and amplify their messages to reach broader audiences. Making social media users aware of the factors influencing engagement and amplification can enable them to craft more effective messages. This study analyzes 35,582 tweets between May 2009 and November 2018 from the official Twitter account of Donald Trump (@realDonaldTrump). We analyze these tweets for their SMV and follower engagement (likes, retweets, and replies).