In early May, Governor Ron DeSantis of Florida hosted a gathering of right-wing social media influencers at his pollster’s home. The purpose of the gathering was to turn these influencers into surrogates who could engage with Donald Trump and his supporters online. However, some attendees left the meeting feeling doubtful about the campaign’s strategy. Months later, these doubts seem justified as DeSantis’ online strategy has become a weakness rather than a strength. The campaign has been prone to gaffes, insults, and blown opportunities. It has struggled to counter internet memes that ridicule the governor. These missteps have been detrimental to DeSantis’ presidential campaign, which is steadily losing ground. The campaign’s focus on online engagement has come at the expense of traditional campaign messaging. While the campaign disputes that its online strategy has been detrimental, it has been unable to shake off its reputation for being thin-skinned and mean-spirited online. The campaign’s failure to respond effectively to online criticisms has resulted in ongoing ridicule of the governor. The campaign’s attempt to go on the offensive with internet videos has backfired, offending conservatives and damaging DeSantis’ support base. The campaign has also been embroiled in controversy over a video that included a symbol associated with Nazis. These online missteps have had real-world consequences, with donors withdrawing financial support for the campaign. The campaign’s chaotic and undisciplined approach to online engagement has raised concerns among donors and created doubts about DeSantis’ ability to run a successful presidential campaign.
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