today I am dealing with a communication category very far from my core business, as you well know, I am generally involved of pharmacies and e-commerce but during my career I was asked to analyze the social communication of the 3 largest parties in Italy: Lega, Movimento 5 Stelle and the Democratic Party.
I will absolutely not talk about politics but about how the communication of politicians through social media has changed, in particular Facebook.
In Italy, the political-social meeting took place almost 6 years after the world average, first of all the grillini started to exploit the online and the web world, followed by Matteo Renzi. From 2014 to 2016 they were the absolute protagonists of web-politics in Italy.
Movement 5 Stars
The Movimento5Stelle was very far-sighted and thanks to Casaleggio it managed to channel all the requests as a central party, party in the territory (subdivision region-province) without giving importance or greater importance to the political figure. In fact, many politicians of the M5S became known and known after the 2018 elections see Luigi Di Maio, Fico, Toninelli and their ministers. With the exception of Alessandro Di Battista, M5S spokesperson.
M5S has started to leverage on the weakest people and activating the so-called mud machine and conspiracies. Let's remember the novax war, the alleged banking system, excise duties on gasoline, big pharma and aliens. Although many things have been deleted from their blog, the keywords are still well indexed. Images and posts from clickbait have popularized M5S with exponential growth.
The M5S are often voters and young people, often only dreamers ... in fact in the last year punctually after 2 days, especially Di Maio has rectified the previous news saying "it can't be done" slowly as champions of the law and M5S are still the ones who they lost (as they took) in the same speed as the likes
Matteo Renzi - Luca Zingaretti and PD
Matteo Renzi, once he became prime minister and secretary, was very "centered" on his political character. In fact, he started a blog, followed the examples of foreign policy and uses Twitter on a daily basis and many press releases and news still come on Twitter today. Matteo Renzi, or whoever for him, has established himself as a brand of the PD.
In fact, the more the Renzi brand increased its positioning, the weaker that of the PD, then they became equal after the defeat of Rendi in the referendum, which already online had expressed many doubts. The communication error of Renzi's referendum, where the no was won, is that many did not understand what the question was and the possible gains because it was too complex and not summarized in a slogan such as the water or oil referendum.
After Renzi, it was a short dark period until the election of the new and current secretary Nicola Zingaretti, he was a bit of a man of providence both in the political and social fields. He won almost with a unanimous vote and above all less brand but more man.
The different way of speaking with a calm, reassuring, authoritarian tone of voice and that aspect of a "responsible family man" is Nicola Zingaretti's winning weapon.
In interviews Renzi has a higher tone of voice, speaks faster and perhaps too accustomed to debates in the court (professional deformation?) Falsely young and within everyone's reach, he has sinned of self-centeredness.
Zingaretti opened his Facebook page in 2016, well curated, transparent and with many attached groups and above all, he took the PD page by increasing the PD brand, not as fast as Salvini but using long-term algorithms for positioning.
His public page during the hours of the most reactive followers and during the government crisis was immediate on the whole front.
The Right - Salvini and the League
After Berlusconi's decline, the center-right still does not have a leader and Salvini has not let himself be begged by also changing the rules of the League, opening up to southern Italy and becoming a brand, like Renzi but as a discount brand. Why discount brands? How his posts and his “Vinci Salvini” contests made Salvini himself appear as a lottery product and of little value… and above all a victim of consumerism.
Salvini, has also begun to share his private sphere (no world politician) has shared the so-called after-sex photos Elisa Isoardi or to change girlfriends like the player and the tissue on duty. All very disposable and 50s newsboy.
The Vinci Salvini competition (like the detergent contests), the Italian Summer tour (like the singer on duty), the ride on the jet ski, the 49 million, have exploited Matteo Salvini as toilet paper in the bathroom. Using the older marketing principle of "as long as you talk about it"
But is it always an exact choice?
Salvini's social profiles manage to publish almost 7 posts a day, often with fallacious or acclaimed content of the character, a host of almost all paid fans and the haters (managed by his own web agency) have boomed in super sonic speed. .
The negative side of each social network has always been used, the darker and more shady side to bypass rankings, likes and haters .. but using bans such as the famous 49 million, the RussiaGate prohibited on all social networks and also banned users who mention them.
A real cyber warfare machine a bit like Orwell's 1984. Psychologists, sociologists have wondered how he managed to be so successful, but the question was enough to ask those who do it for work: ALGORITHMS and continuous and constant study of keywords and always riding on the news and above all inventing the news.
I hope to receive and generate a constructive dialogue to improve and discuss.