If we listen to the indicators coming from the social networks, Mélenchon and Le Pen would be in the second round
20 Apr 2017
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#MacronProject: Multi-network analysis of Emmanuel Macron’s project announcement
Due to the general lack of significant events in this campaign, I used the announcement of Emmanuel Macron’s project as a basis for analyzing the movements of various stakeholders. The analysis highlights an underinvestment in digital engagement, due to disillusionment with its impact, a lack of a comprehensive strategy, and weak structuring of a response team. The situation in Ukraine, Macron's clear lead, and the fast pace of the campaign help explain this.
In conclusion:
Political parties need a certain level of experience to gather substantial audiences. Zemmour's weak presence on Facebook compared to other networks is partly due to his non-engagement on this platform, but also due to a lack of institutional network connections.
Twitter is neglected by Emmanuel Macron. He has no interest in maintaining a strong presence because the key issues on Twitter are irrelevant to him. He does not need to set the agenda since the Ukraine situation dominates, he doesn’t need to engage with journalists as he is the favorite, he has no stakes in small percentage points, and there is little disinformation circulating on the platform, thus no need for a counter-response.
On other platforms, he has significant territorial reach on Facebook. Politicians' lack of understanding of this network also plays a role, as they perceive it as a powerful media outlet without many trolls, while in reality, it mainly gathers activists, as the mapping clearly shows. LinkedIn is entirely ignored, which is a major strategic error considering the many opinion leaders there and the platform's increasing openness to political debates, as seen with discussions around vaccines. Finally, Instagram is entirely neglected without any clear strategy, although this is not entirely surprising.
Macron's figure, through his notoriety and leadership status, brings about numerous antagonists who highlight his program.
Using the Follaw.sv , we see that LREM politicians were mobilized on #ProjetMacron (although in small numbers, as we’ll discuss later), and that overall, the hashtag was primarily tweeted by political figures.
However, there is a generally weak mobilization on Twitter. Of the 268 LREM deputies, only 55 participated, often minimally, and no senators engaged. Among the ministers, only Sébastien Lecornu and Nadia Hai were involved.
We even see word-for-word copy-pasting of tweets. There was no visible organization for regional activists to engage (0 retweets), even though these deputies have local audiences that broader accounts do not reach.
This minimal engagement from LREM on tweets is yet another sign that there is no centralized response team within LREM, unlike their main adversaries (Mélenchon/Zemmour), despite this being their major announcement day.
As a result, it is mainly the opposition that gained significant retweets on #ProjetMacron with the exception of Richard Ferrand.
Additionally, the fact that activists frequently discussed McKinsey and consulting firms in a negative light affected Twitter’s algorithm, which also isolates related tweets on a topic, even if the hashtag #ProjetMacron was not used, making them harder to find when searched.
Among lobbyist publications, there was little response, apart from Greenpeace, Oxfam, Attac, and “Dying with Dignity.”
LREM doesn't seem to care about Twitter and does not organize any strategy for it. Deputies are barely mobilized, messages are scarce, and there is no response unit.
The opposition was well mobilized. A few lobbyists were active as well. This resulted in neutral individuals (if they exist on Twitter) seeing mostly negative content about Macron.
Continuing the network exploration of #ProjetMacron with Instagram :
- A peaceful environment with only four negative posts (Attac, Greenpeace, G. Peltier, and a "Revolted People" account).
- A Macron-supporting community with strong internal connections.
- Some media presence (Le Figaro / Le Monde).
In conclusion:
nstagram is a mainstream platform with few antagonists, no response organization, but well-formed political communities. This shows a clear dichotomy with a more open platform like Twitter, where journalists and trending topics are often targeted.
- No clear communities exist among the connections between actors.
- Very little content is purely focused on Macron’s project (mostly external news).
o, which types of professions (via departments) discuss Emmanuel Macron on LinkedIn? Primarily CEOs, directors, management figures, communication specialists, and sales professionals. In short, the stereotypical profiles active on LinkedIn.
Lastly, regarding the language used by the profiles discussing Macron’s project, the majority are in the Francophone sphere, with 25% of profiles being Anglophone.
In conclusion:
- There is no political community on LinkedIn around Emmanuel Macron’s project.
- Neither Macron nor "En Marche" have communicated on LinkedIn, confirming the total minimal effort surrounding the project.
- It remains a professional social network.
- A very strong LREM network with numerous local pages, youth accounts, institutional accounts, and deputies' pages.
- Total absence of Zemmour’s community on Facebook.
- Elsewhere, the same forces are present as on Twitter, with LR, LFI, and RN.
- The association "Dying with Dignity" also commented, as they did on Twitter.
- Christian Estrosi’s position is notable, with ties to both LREM and LR, indicating his strategic positioning.
Facebook is an interesting network, encompassing nearly all media outlets and stakeholders.
LREM is strongly present with many satellite pages, while Zemmour is entirely absent. No statements on the project and a lack of established pages.
Crédit photo : Shutterstock
