One step from the second ballot: the new analysis by Alkemy Lab

Within the DEEP project, Alkemy Lab analyzed the social networks Facebook and Twitter in order to listen users’ conversations and analyze candidates’ social appreciation a few days before the second ballot

The municipal elections in Roma, Milano, Napoli and Torino are about to end, the candidates are very nervous and the campaign reached its pick. In the social networks’ ring the fight is still open and the disadvantaged tried to do everything they can to win.

Meanwhile the social networks went cracy, Alkemy Lab analyzed conversations, hashtags and likes in order to answer some questions: How much are candidates popular on Facebook and Twitter in the last week before the second ballot? Which are the topics mainly debated by people in relation with the candidates?

The analysis focused on the social conversations, collected from June 6 to 12.

In Roma, Roberto Giachetti uses an ironic communication, taking advantage of the Italian victory at the first European match: “Sometimes those, who start disadvantaged, win at the end! #BelgioItalia”.

Gianni Lettieri, who is the most disadvantaged, tried to be strong listening to William Wallace’s words before the fight of Stirling Bridge in Braveheart: They may take our lives, but they'll never take our freedom!

The topics which ruled people conversations on Twitter are the same that monopolized newspapers and Tv.

This is also more evident if we consider the great amount of hashtags used to talk about the tv shows that hosted the different candidates. The citizens use Twitter and Facebook to make up for the lack of dialogue created by the vertical Tv.

Politics is now completely ruled by the media logic, it uses slogan and soundbites that have the presumption to sum up big issues. The politicians, like pop stars, win if they stay calm, they do not sweat or stummer and, above all, if they participate. Roberto Giachetti knows well how it works, in fact he used a lot the hashtag #virginiascappa to underline the fact that Virginia Raggi missed some of the face to face tv debates. The last ironic post came when she missed the meeting in RAI: “Can you see the one siiting in the chair for the Rai debate? She is Virginia Raggi. Ah, no, she is not there..” wrote Giachetti on Facebook.

In Torino, the Movimento 5 stelle candidate Chiara Appendino was mentioned by the users in relation to the minister #Boschi. In fact, the sentence of Maria Elena Boschi at SkyTg24 became popular: “If Appenindo wins, Torino will loose 250 millions allocated by the government in order to create the Parco della salute”.

The declaration has soon gone around the profiles of the supporters of the Movimento 5 stelle, causing Chiara Appendino’s immediate reaction: “From Boschi’s declaration it seems that she uses money as they were properties of her party: the owners are the citizens who pay the bills. #CoffeeBreakLa7”.

The Forza Italia candidate Stefano Parisi was criticized because of the link with the newspaper Il giornale about the #meinkampf. The newspaper, a property of the Berlusconi’s family, was criticized since it distributed free copies of the Aldof Hitler’s work. Not by chance, Beppe Sala decided to take position against the newspaper managed by Sallusti, reading in San Fedele square the Diary of Anne Frank: “Today I will be in the San Fedele square, in order to restate that Memory comes first”.

In Roma, people talk about #olimpiadi2024, Giachetti blames Virginia Raggi since she does not understand the advantages of the Olimpyc games for Roma. Not only using the sport event Giachetti wants to conquer roman’s hearts: the strongest accusation is the one that underlines the 5 stelle’s opposition to the construction of a stadium for the AS Roma, the football team with the larger amount of funs in Roma.

The former radical Giachetti, who said he was a great fun of the football team, uses a clear slogan: “AS Roma stadium, Raggi NO, Giachetti YES”.

Moreover, he adfirmed his support to the conclusion of the Metro C using the same style. The Metro C has made people debate from several years now. It was open to the public in November 2014 - from the stop Monte Compatri/Pantano to Lodi - the metro doesn’t really help roman transports, because of the lack of the direct link with the other two roman metros.

In Napoli, De Magistris was mentioned a lot in realtion to #Renzi and the Pd candidate #Valente. He definitively won the fight with the Partito democratico. On the other hand, Gianni Lettieri was mantioned about #merito (meritocracy) from the #ComitatonazionaleXVIIottobre. This is a Committee born to defend the rights of those who won a public competition in the PA but they are still not hired because of the turn over block. So, the president of the Commettee, Alessio Mercanti, tried to talk with the Napoletanian candidates to persuade them to sensitize their programme to this issue.

Which candidates were the most popular at the second ballot on the social networks?

Alkemy Lab analyzed the social networks Facebook and Twitter in the week from June 6 to 12 2016, with the goal to define the popularity of each candidate.

On Facebook, Alkemy Lab studies the average of likes as a parameter of popularity for the candidates.

The two women candidates from the Movimento 5 stelle ruled on Facebook. Virginia Raggi is on the top, far from every other candidate. The popular 5 stelle slogan #cambiamotutto (we change everything) must have convinced the Zuckemberg’s social network. Lettieri overcomes De Magistris, testifying a campaign that is still open despite any prediction. The former Confindustria manager Stefano Parisi and Piero Fassino are less popular on Facebook. The last position for the mayor of Torino Fassino does not astonish: he chooses from the beginning a cold campaign on Facebook.

On Twitter, Alkemy Lab analyzed the number of mentions and hashtags obtained by each candidate in the week just after the ballot.


The 140 characters’ platform suddenly shows some differences. Roberto Giachetti is the most mentioned on Twitter, overcoming of some points Virginia Raggi. It is interesting to note that the most debated city was Roma for all the period of the campaign. The bocconian Chiara Appendino follows in order, showing again an advantage on Piero Fassino. The Milan head to head is confirmed from the similarity of the topics and the behaviours of the two candidates that start to take a distance from this presumped similarity. “The system that sees me and Parisi as equal - Sala said - make many citizens of Milan not to vote. I hope that on June 19 more people will vote #Ballarò”.

In Napoli, Gianni Lettieri overcomes Luigi De Magistris: the Forza Italia candidate tries the best to win against the actual mayor, who wanted to win at the first ballot. An important topic is the changement: Lettieri adfirms to be the revolutionary wave that will overwhelm Napoli and will bring again freedom over citizens.