This person cannot on the spot become ACL president, change the shape of his/her social network, wait until the next morning to speak, or campaign for Rome instead; but he/she can craft the message to be more humorous, more informative, emphasize certain aspects instead of others, and so on.
we investigate whether a different choice of words affects message propagation, controlling for user and topic: would user BarackObama have gotten significantly more (or fewer) retweets if he had used some alternate wording to announce his reelection?