He, his party and France have now been treated to the sort of celebrity-cum-politics behaviour reminiscent of the days of his predecessor Nicolas Sarkozy.
And it's largely thanks to Hollande's partner, Valérie Trierweiler.
|Valérie Trierweiler (screenshot YouTube video)|
While the leader of the Socialist party, Martine Aubry, was on a "Save Ségolène Royal" mission to help the party's chosen candidate in her battle to win a seat in the second round of parliamentary elections, Trierweiler was putting her best stiletto heel foot forward and in the process carving out a new role for herself.
That of, in the words of L'Express magazine, the "minister of jealousy".
Trierweiler Tweeted (or should that be Twat) a message of support - for Olivier Falorni, the man running against Royal.
He has been a long-time Hollande supporter, even apparently at a time when it wasn't particularly fashionable, and as a loyal and experienced "man on the ground" had expected to be the party's candidate in the safe constituency of La Rochelle in the département of Charente-Maritime.
But the party decided differently, parachuting in Royal to contest the seat which would be the first step towards her eventually playing an important role and one she covets, as the president of the national assembly.
Farlorni, who's no fan of Royal, refused to withdraw his candidature, was suspended by the party and was only narrowly beaten in last Sunday's first round.
He's staying in the race for next weekend's second round and presents a real threat to Royal's ambitions.
Enter stage left, the non-elected "minister of jealousy", Valerie Trierweiler, with a Tweet in which she wished Forloni "bon courage" and recognised his "years of selfless commitment (to the party)."
Just 146 not-so-innocent characters guaranteed to have an impact as the Socialist party was left jaw-to-floor, the centre-right Union pour un Mouvement Populaire (Union for a Popular Movement, UMP) enjoyed the distraction from its own problems and the media - well, went wild with a story in an otherwise rather - er - dull election campaign.
So why did she do it?
Why did Trierweiler send that message of support using a social network knowing full well that it would be out there for everyone and anyone to read?
After all she's an experienced journalist, knows what she's doing, and is far - very far - from being daft.
Maybe, after all, there's something in that headline in L'Express and Trierweiler, even though she's now first lady, still resents Royal, the woman who was Hollande's partner for 30 years and with whom he had four children.
Jealousy - really?
Trierweiler is on record as saying she didn't vote for Royal in the first round of the 2007 presidential elections and abstained in the second.
After reading in Paris Match - the magazine for which she writes - a piece on Thomas Hollande in which he was described as the oldest child of the "couple Royal-Hollande", Trierweiler sent her colleague a terse text message saying "The ex-couple Royal-Hollande. What are you playing at?"
And that moment at the victory celebrations at Place de la Bastille in Paris after Hollande had beaten Sarkozy in last month's presidential elections was surely a sign of what was to come.
Did you notice it? Trierweiler - and many others - certainly did: Hollande giving Royal a peck on the cheek.
How did she react? With an "order" so easy to read from her lips that Hollande kiss her on the mouth - now - in front of everyone.
The "Nicolas and Carla" show might no longer be centre stage as far as the celebrity gossip magazines and certain sectors of the mainstream media are concerned, but it looks as though a worthy replacement has been found, albeit so far, just a one-woman show.