Although they have gone some information a posterior relating the importance of the relationship between The Messina Group and 26J (perhaps to continue disguising the relevance of marketing and specifically, social media marketing in political management, which here is still playing by voters as handling maneuvers, when only the sign of the times: political product and the market of politics as any other product and market), the truth is that the news that has come about not only are striking and credible, but also have a lot of interest from the purely technical point of view: the planning and management of social networks in the field of politics.
It is a matter that has already been discussed previously in this journal, but it charges especially relevant today in view of the results of the last general election.
For obvious reasons, we will not enter into political or partisan issues (except as necessary for our analysis), but we will focus on what has gone beyond the average social strategy followed by the Popular Party during the last election campaign.
The Messina Group and 26J. The target:
After what happened the 20D, the fundamental problem was faced with the PP was how slow the fall election polls predicted and presumably States can benefit. For this, the first key was to determine the target, the voter, which had to be addressed.
They were based on the grounds that those who had voted them in elections remain high fidelity of the vote thanks to their profile (age group, socioeconomic, etc.) and the traditional campaign in Mass Media. So the question, half social level, down to how to reach undecided voters, abstainers and those who had migrated to other formations like C’s (also PSOE).
We speak therefore a center-right voter with a distinct profile, especially by age and digitization, which was intended to bring back.
The Messina Group and 26J. The choice Facebook:
Once determinant the target, the next step was, like any other social media planning, choose the environment, the network on which to focus, where to find the target.
Much of the success of the relationship between The Messina Group and 26J is based on this choice.
It is well known that Facebook has spent years in an advertising strategy very clear: cut and condition the possibilities of virtualization and visibility of the company and similar pages to force manufacturers to invest in Ads. That is, if you want to advertise on Facebook, pay, because we also have a tool that allows a possibility of comprehensive and accurate segmentation, so you can get your message to the public accurate potential’re looking for.
It is a huge advantage over other networks, such as Twitter, much less effective in this regard.
This also permit the PP overcome the famous bubble of opinion that is generated in the RRSS: beyond digital penetration of the moment (which excludes social networks at a high% of the population) due to the algorithm Facebook or how we communicate on Twitter (where we usually follow and be followed by ideologically similar profiles), you tend to have a very skewed view of the opinion or opinions circulating a social level.
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Dismiss Twitter, as a priority, within the objectives it marked the PP was a smart decision both by advertising possibilities and the fact that their messages and came to his faithful voter, which was not worth investing more economic effort .
So, thanks to a perfect definition of the target (also based in line with the provincial distribution of seats at stake territorial locations) and the use of Facebook Ads (depending on the budget that was available), the PP could reach those voters who would have the option to convince.
The Messina Group and 26J. The message:
The third leg. What and when. What kind of message and when to arrive. Good management of content and the times to use such content.
Perhaps this is the most political part and where fewer were able to demonstrate the relationship between The Messina Group and 26J (except, of course, with regard to the timing of messages).
On the one hand, the younger of the PP faces were used to reach the target searched positive way. A message of renewal for the future (and with the slogan-hashtag: #AFavor). Promise of renewal, change, improvement, hope. He wanted to go with this, voters who had migrated to other parties that conveyed precisely this renewal.
On the other, more acute in the last days of the campaign and taking advantage of the Brexit, appealing to helpful vote and the vote of fear Unidos Podemos, whose climax was the two videos taken at the end of the season after the British referendum, whose hero was Paul Iglesias. In the first, questioning the Euro; and in the second, with his controversial words about the images that you see a group of protesters assaulting a riot.
The Messina Group and 26J. Closing:
The question that we can ask is: was the rise of PP result of this strategy in Facebook or incidence that took The Messina Group is exaggerated?
One final fact: The polls gave 117 seats to the PP. The Messina Group predicted were 137 135. Finally …
Picture: Isabelle Wright, via Twitter