Communication and Social Media Management

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MEETING MINUTES, March, 14th 2014

The meeting was held at LUISS Guido Carli University  and hosts Dino Amenduni,  New Media consultant of Proforma (, a political communication Agency from Bari. He also writes a blog for Finegil-Gruppo Espresso and he is also a social media marketing and political communication trainer (

14.00 – 15.15 – Presentation

15.15 – 16.15 Simulation

16.15 – 16.45 Brainstorming


“The end of the world is when we stop having trust” (Madeleine Quellette Michalska).

Dino Amenduni showed Censis Data on Italians’ media diet (data on who votes, how we votes, our sources of information). From 2007 to 2013 the percentage of Italians watching TV has increased, with a current average of more than 4 hours a day (we can speak about a real television dependence).

On the contrary there was a decrease of almost all newspapers’ readers and at this decrease in number does not correspond an increase of views on news websites. Where are the readers gone? The answer is “on social networks”. Therefore it becomes essential for senders to know how to communicate effectively and directly on social networks because, differently from the press, in them there is no intermediation.

Furthermore, Censis Data shows that exist a digital divide but also a press divide, which is the divide between people that have never stopped reading newspapers and people that have never read one. Italians who read newspapers are usually over 65 years old and this data must be considered when we chose the way we are going to communicate during the electoral campaign. About 37 million people today use the internet. In this scenario, it is possible to speak about digital natives (those who are born in the internet era), digital adults (those who experienced the birth of the internet) and predigitals (those who didn’t experience the digital era or do not accept it). Nowadays organizing a campaign only on a single communication level it’s unthinkable: a lot of young people use the Internet to keep informed, whereas mature people still read newspapers.

What the Italians do with the Internet? They look for information, watch movies, buy items, carry out civic activities (less frequently). The number of Italians looking for information through the web is increasing. What does this imply? Why the digital age causes difficulties for the printed newspaper? The main risk for newspapers is the loss of readers caused by the fact that they can be anachronistic, like in the case of the Costa Concordia. The recovery of the cruise ship finished at 4:30 a.m and, while the new media covered it in real time, the newspapers were 24 hours late.

Consequences of newspaper sales plummeting consist in a loss of jobs for journalists and a decreased of the possibility to do investigative journalism. Moreover, there is not a corresponding increase in online newspapers readers. So, the role of social networks is now crucial because:

–          readers of online articles are directly proportional to the advertisement of the piece on the social networks;

–          if online articles are not competitive, they lose readers;

–          readers are attracted by emotional approaches: web journalists need to exploit this feature in order not to lose readers.

The concept of information on Facebook is variable, the sources are out of user’s reach and this implies that authoritative contents and gossip can have the same space. The importance of Twitter is less that Facebook one: twitter has 1/6 of users of the ones of Facebook. In other countries differences are far less sensible. In Italy Facebook has primarily a ‘communication’ purpose; Twitter a ‘relationship’ one. Twitter is more used when you want to communicate to elites (politician and journalists) and consequently you want to reach traditional media, whereas Facebook is more used to establish a direct contact with a much wider audience without intermediation.

Significant online interaction BUGS:

–          Online reputation is important

–          You have to consider young/adult divide

–          Functional analphabetism: among OCSE member states, Italy is the country with the highest number of functional analphabets (twice the number of the state in second position)

Case study: Greenpeace

The strength point of Greenpeace actions is that it has no permanent allies or enemies and it has two important consequences: independence and equidistance.

Greenpeace’s most important campaigns are:

–          KitKat advertising;

–          Save the Artic;

–          Fashion duel;

–          Io non vi voto (I don’t vote for you);

–          Greenpeace vs. Enel (Brindisi)

Considering the first one advertising, the campaign shows a well known Nestlé’s product, the KitKat. Through a very strong and ironic language the campaign is able to communicate the damage that the production of such goods implies, that is the deforestation in Indonesia. Nestlè’s request of removing the video produced the so-called Streisand effect: the effect was contrary to the intentions of the company because in this way an increasing number of people have watched the video due to the fact that was “prohibited”.


The aim of the simulation was to organize in groups a communication campaign to publicize the Regulation of Bologna between citizens and Public Administration.


Proposal:  The first group proposed a communication campaign based on a video and some posters that rise awareness on cooperation between citizens and Public Administration publicizing a contest of ideas about the regeneration of the commons.  #comepossoesserciutile? (#howcanIhelpme?)

Problems: Dino Amenduni pointed out that is important to coordinate the different channels if there is a single campaign. The campaign should be recognizable even when different communication channels are used so videos posters must make sense even when viewed separately.


Proposal: The second group proposed the campaign “TUTELACURI” based on two different posters, a video and a Facebook campaign: the first with the superposition of commons like a statue with a human body with the aim to humanize culture and to promote the adoption of a city common.

Problems: Amenduni pointed out the difficulties of the difficulty of carrying out a campaign on too many media with too different languages. The risk is to confuse people who could be not able to attribute them to the same campaign.


Proposal: Masterchef (“this cannot be eaten” – “this is unlivable”). The campaign was based on posters that compare food, something familiar to all, to culture and common goods. The aim was to highlight how food, that no one would want to eat, must be similar to degraded commons that anyone would like to live or have.


Proposal: ReinventiAMO Bologna

Problems: not fully developed, the idea must be completed with some other elements.


Proposal: LetuemaniperBologna (YourHandsForBologna) Main Slogan + Specific Slogan.

Problems: the message must be more easily understood and there must be a description of the common.


Problems: need for efficacy increase, the commons must be allocated, the length of the campaign must be expanded.


INSTRUCTIONS FOR USE: a message is more easily understood through simple and frequent words and you can not base a campaign only on negative aspects or on what does not work: the positive effects of the proposed activity must be always underscored.