We wanted to analyze the Facebook and Twitter audience
of the lists linked to mayoral candidates in the City of Rome.
We built a technology platform that integrates scraping, artificial intelligence and machine learning, intercepts, stores, interprets and visualizes users’ interactions on Facebook with mayoral candidate profiles.
A few numbers
Monitored profiles
Analyzed posts
Comments analyzed
Total Like
Total Engagement
Roberto Gualtieri is the mayoral candidate who obtained the highest positive sentiment.
In contrast, Virginia Raggi obtained the highest negative sentiment.
As the candidates informed
Action – Carlo Calenda
• Direct relationship and language with the community
• Ability to follow trends and ride the wave
• Alternation between program content and confrontations with opponents
The 5 Star Movement – Virginia Raggi
• High level of interactions – Hatespeech creates engagement
• Fight against crime
• Insights into the 5-year journey
Post number
Like number
Total Engagement
Post number
Like number
Total Engagement
The Csx coalition – Roberto Gualtieri
• Attention to the city’s inefficiencies
• Hypotheses for the revitalization of certain areas of the city
• Strong involvement of city hall presidential candidates
The Cdx coalition – Enrico Michetti
• Focus on the city’s problems
• Strong presence of the political leadership of the coalition
of belonging in its communication
• Revitalization proposals for transportation, security and waste
Post number
Like number
Total Engagement
Post number
Like number
Total Engagement
The different candidates, following the communication trend of the moment,
used their own channels to witness the moments among the people.
Mainly multimedia content has been live video broadcasts
during election events. In addition, Facebook was used to
disseminate TV interviews broadcast on major talkshows.
Action
Calenda
Movimento5Stelle
Raggi
Video postati
Engagement
Shares
Video postati
Engagement
Shares
Centrosinistra
Gualtieri
Centrodestra
Michetti
Video postati
Engagement
Shares
Video postati
Engagement
Shares
All candidates used social Twitter less than Facebook. All candidates used social Twitter less than Facebook. Notable, however, was the interaction of users on Twitter about the election campaign. Calenda results as the most mentioned on this social compared to his opponents.
Calenda
Raggi
Post
Like
Post
Like
Gualtieri
Michetti
Post
Like
Post
Like
Some insights emerge from the analysis of the relationship
between social network conversations and the actual election
result:
1. Raggi did not convert the pool of contacts
(the largest in terms of audience, interactions and conversations)
into electoral consent.
2. Calenda demonstrated marked ability to engage the
media system, interest and interact with his
community far beyond the actual election result.
3.Gualtieri garnered the highest user approval
by focusing his communication on election program and
interaction with city hall presidential candidates.