Sommaire

The Salon des Maires, an offline political meeting?

Last year, the Salon des Maire was an offline event and was pre-empted by the RN. This year, there have been very few changes: the language is still metalinguistic (I'll be at the show, I'm at the show, I was at the show), the RN is still trying to carve out a place for itself and the event is still largely ignored by the media.

The summary

The Salon des Maires is still a relatively low-digitalised event. An 'offline' meeting place where the political microcosm has the opportunity to meet. Digital lobbying is virtually non-existent, despite the fact that it is widely distributed on social networks. On the other hand, the RN continues to have a very strong presence there and elected representatives, mainly from the right, continue to want to associate their image with it.

The impact in terms of engagement is much greater on LinkedIn and Instagram.

I. Who's covering the show on social networks?

In the space of a year, Follaw.sv has spread to all social networks, not just X. However, this has not led to a significant increase in the number of stakeholders involved. Coverage remains mainly institutional, with little media engagement outside BFM.

It should be noted that the Mourir Dans la Dignité association is continuing to exert pressure, as it did last year. More traditional lobbies are also present.

Once again, it was the members of the RN who were the most active around the show.

In fact, the delegation's announcement underlining the importance they attach to this event features in the top 3 most influential publications:

And it's still a very national approach:

It's worth pointing this out because the Salon des Maires has a regional dimension and the lobbies are all players with a strong operational presence in the regions. The following map will help you to identify things clearly:

The salon des maires and the account feeds the entire community. The government is at the centre of relations. The political microcosm comes full circle:

What are they mobilising around?

It is interesting to note that, compared with last year, the addition of the other social networks to the Follaw.sv analysis means that Instagram is now used much more by politicians, while Linkedin is used more by institutions and lobbies. X now has a very relative impact.

Publications that only skim the surface of interest

As is the case every year, this type of event will generate publications with a level of communication close to nil that can be summed up as "I came to the Salon des maires".

While it may be interesting to announce your presence in advance of an event in order to make local contacts or start networking, the classic "I was at the Salon des Maires and I saw some lovely mayors" is completely useless.

The same applies to the follow-up to a presentation. Many organisations announce a presentation or a stand but never actually deliver the content of the presentation afterwards.

Associating your image with mayors

We're seeing more people wanting to associate their image with Zemmour. This case on Instagram is almost a caricature:

Very little digital lobbying of mayors

And that's despite Cyril Dion's ground-breaking deplastification charter for local authorities. At most, we have a few publications with pleas and an association of images.