Long before the outcome of the ballot box, Eric Ciotti has already won a battle. Of the five candidates for the LR congress, the deputy for the Alpes-Maritimes dominated the match on social networks. This is indicated by a study carried out by Quatane, a start-up specializing in digital communication strategy, which has developed a mobile solution, called Notitia, scanning data on social networks (Twitter, Facebook, Instagram) from more than 200 political figures in order to measure their impact.

It deduces two indices: the influence index (which lists the mentions, the number of comments and new subscribers) makes it possible to measure the “noise” and the adhesion index (which compiles the shares and the likes) makes it possible to measure the effectiveness of communication strategies on social networks (by excluding negative contributions in order to keep only the commitments expressing an adhesion to a content).

These two clues, which scanned the five candidates on social media throughout November, first provide an overview of the LR Congress. “We can observe that the digital campaign was above all, once again, the reflection of the campaign on television. Apart from the debates, the campaign did not enthrall the French, notes Jean-Baptiste Doat, co-founder of Quatane. It must be said that they are little affected by the vote, reserved for LR members. “

Despite everything, in detail, it is clearly Eric Ciotti who is doing well. The member for the Alpes-Maritimes has been able to attract attention and make people talk about him. If his notoriety was lower at the start than Xavier Bertrand, Valérie Pécresse and Michel Barnier, his influence curve will have been continuously quite high. Its membership index largely dominates that of its competitors. He even manages to no longer link it only to the debates. “Eric Ciotti is the one who has been most successful in attracting support. You could even say he crushed the game. This is due to a very good use of the various networks by his teams, in particular Facebook, but also to an ability to say simple and clear things: he has a way of picking up his thoughts which corresponds perfectly to the language of social networks ”, analyzes Jean-Baptiste Doat. His defense of Eric Zemmour after the attacks by Jean-Christophe Lagarde during the debate on CNews on November 21 thus lived for several days.

Parasitization. Xavier Bertrand can be satisfied: his influence index is close to that of Eric Ciotti and far from that of Valérie Pécresse or Michel Barnier. The boss of Hauts-de-France has therefore succeeded in producing “noise” on social networks. “But he struggled to transform it into membership, judge Jean-Baptiste Doat. Positive content has often been parasitized by viral content that is less rewarding for him. On the first debate, for example, it was mainly the video where Ruth Elkrief urged him to be silent that circulated. On the other hand, in these last days of the campaign, we can note a dynamic of membership. “Is it mainly because members are starting to think about themselves and Xavier Bertrand can benefit from the advantage of being the best placed in the polls?

Valérie Pécresse’s clues are a real roller-coaster ride. She has clearly benefited from a debate effect, where her performances have been praised, but seems more subdued as the vote draws near. “She has good stats when she communicates, but she doesn’t communicate often enough. On average, it will have produced three times less content than Xavier Bertrand and six times less than Eric Ciotti “, estimates Jean-Baptiste Doat. With the exception of the second debate, Michel Barnier’s team will have underexploited social networks, when Philippe Juvin left with a disability: a smaller number of subscribers than the others on social networks.

Ref: https://www.lopinion.fr