When there is just under a month left for the 2022 political elections, both in terms of graphics and in terms of social language Giorgia Meloni and Giuseppe Conte contend for the podium. This is what emerges from the web analysis of Identità Digitale which, between now and the end of September, it will carry out weekly in collaboration with AdnKronos to monitor the network, the major social networks and the effects that leaders produce on their followers. The leaders analyzed are Giorgia Meloni for the center-right, Enrico Letta for the center-left, Carlo Calenda from the Terzo Polo and Giuseppe Conte for the 5 Star Movement.
And Meloni and Conte, in fact, seem to move with an extra gear. The leader of Fdi with about 37 posts on Facebook, 21 on Twitter and 35 on Instagram turns out to be the most ‘engaging’ leader on the net, reaching almost 2 million likes on IG in the last week’s post count. But even on Facebook the figure is considerable: like and comments more than Conte, albeit with a fans page lower by almost 50% (2.3 million Vs 4.5 million)
Conte starts with an advantage with 4.5 million followers on Facebook, even if a tad bit below Salvini who has 5 million followers. The leader of the 5 Star Movement records the highest number of shares of his posts on Facebook, about 125,000.
“Letta is trying and with its two-tone graphics it creates ‘noise’, Calenda appears quite homely and compulsivealso publishing screenshots of whatsapp chats “, the evaluation of Helene Pacitto, CEO of Identità Digitale. According to the data from 22 to 29 August, we note the activism of Calenda which publishes an average of 16 posts per day on Facebook, the same number on Instagram and 26 on Twitter, despite having a much lower fanpage than the other candidates.
Enrico Letta does not generate very high numbers, but the work on social networks is very respectable. He is the leader with the most retweets on Twitter, 105,000 in this last week with an average of 11 tweets per day. However, at least in the last week, neither Calenda nor Letta have managed to prevail over Giuseppe Conte and Giorgia Meloni who have achieved better numbers and registered a more effective social campaign.
Common data in the use of social networks by political leaders are social networks used as web ‘signage’ and too little interaction with followers.
“Although the numbers appear satisfactory – explains Pacitto – it is clear that a social / web communication strategy is lacking. It is an electoral campaign aimed at getting attached to each other, even before making the voters understand the real political program well. . Social networks are a virtual place where you can amplify the messages that can reach thousands, if not millions, of people to the maximum. For this you should know how to distinguish yourself, telling about yourself, your ideas, what you would like and should do in a country that has certainly experienced the last 5 years in a complicated and tiring way “.
“Another minus is the total lack of interaction with users. It is clear that behind a leader there is a team that manages communication, but it would take more ‘real’ presence in the face of all these posts. What’s the point of talking to your followers if you don’t listen and don’t change your ideas and opinions? Basically it is as if it were posters … digital! ” concludes Pacitto.
#elections #social #media #analysis #leaders
Leave a Reply