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Zoom sur la communication politique digitale du Parti libéral du Québec

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Loïc Gonsolin (@LoicGonsolin), responsable médias sociaux du Parti libéral du Québec (@liberalquebec), a accepté de répondre en 140 caractères aux questions du Cercle des communicants francophones.

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Zoom sur la communication politique digitale du Parti libéral du Québec

  1. 1. Cercle des communicants francophones Itw #17 « Être présent sur les médias sociaux n'est pas suffisant, il faut également mettre en œuvre une stratégie » Loïc Gonsolin (@LoicGonsolin), responsable médias sociaux du Parti libéral du Québec (@liberalquebec), a accepté de répondre en 140 caractères aux questions du Cercle des communicants francophones. Pourquoi le Parti libéral est-il très présent sur les médias sociaux ? Loïc Gonsolin (LG) : Nous y sommes pour écouter les Québécois, pour interagir avec eux, et pour les informer des actions de notre gouvernement. À quoi servent les médias sociaux hors périodes électorales ? (LG) : Outre ce que j’ai mentionné à la question précédente, ils servent de leviers pour rendre virales les actions et activités du parti. … et lors des campagnes électorales ? (LG) : En campagne, les médias sociaux servent à mobiliser les libéraux et à faire sortir le vote, mais aussi à expliquer notre programme. Quelques chiffres de la présence de votre parti sur les médias sociaux ? (LG) : Notre communauté est composée de 37 600 abonnés sur Facebook et de près de 30 000 Twittos. Quelle courbe de progression ? (LG) : Notre progression sur les deux dernières années frôle les 100 % (tant en termes de nombre d’abonnés que de portée et d’engagement). Quels sont les outils qui marchent le mieux ? (LG) : Facebook et Twitter sont les médias sociaux sur lesquels sont concentrés nos efforts. Nous avons aussi une chaine YouTube et une infolettre. Pour votre parti, Twitter c'est... (LG) : Un moyen de rejoindre les influenceurs et de communiquer en direct, avec et pour nos membres, lors d’événements. Et Facebook ? (LG) : Une plateforme de communication hors pair.
  2. 2. Et Instagram ? (LG) : Une vitrine que nous devrons rafraîchir dans les prochains mois. Et Snapchat ? (LG) : Un média social que nous ne sommes pas prêts d’exploiter… Et les autres outils ? (LG) : YouTube nous permet de diffuser nos événements ; notre infolettre de diffuser et d’expliquer nos politiques. Quels sont les contenus les plus performants ? (LG) : La vidéo et les infographies sont incontournables, mais ce sont aussi des contenus qui prennent énormément de temps à produire. Un exemple de contenu original ? (LG) : Une infolettre filmée pour encourager l’inscription tout en ayant la portée d’une vidéo native sur Facebook  https://www.facebook.com/LiberalQuebec/videos/987022837997342/ … un autre exemple ? Une annonce gouvernementale mise en avant à l’aide du carrousel de Facebook → https://www.facebook.com/LiberalQuebec/posts/1100712693295022 … et un dernier ? Un visuel d’encouragement de l’équipe de hockey de Montréal (qui porte les mêmes couleurs que nous, le bleu, le blanc et le rouge)  https://www.facebook.com/LiberalQuebec/photos/a.162207433812224.32248.158881997478101 /946955092004117/?type=3&permPage=1 Pour vous les contenus de demain, c'est quoi ? (LG) : Du contenu plus humain venant des politiciens et moins de communiqués de presse. C’est à mon avis notre plus grand défi. Derrière ces outils et ces contenus, y a-t-il une stratégie ? (LG) : Absolument. Avoir une stratégie est essentiel pour passer à la vitesse supérieure en termes de progression. Il ne suffit pas d’être présent. Est-ce également une nouvelle façon de faire de la politique ? (LG) : Absolument. Il y a par contre encore énormément de travail (pédagogie) à faire pour que les médias sociaux soient utilisés à leur plein potentiel. Quel est le rôle d'un responsable des médias sociaux dans un parti ? (LG) : Analyse, stratégie, veille. Par contre, il faut savoir que personne au PLQ ne consacre 100% de son temps aux médias sociaux (malheureusement).
  3. 3. Ce rôle est-il clairement défini ou a-t-il besoin d'un cadre ? (LG) : Nous avons pris le temps de bien le définir. Avez-vous une équipe ? (LG) : Oui nous sommes une petite équipe de 4 personnes. Vous êtes-vous déjà inspiré des actions de communication d'autres partis francophones? (LG) : Pas à mon souvenir. Comment envisagez-vous la communication politique de demain sur les médias sociaux? (LG) : Des communications plus personnelles et humaines, moins protocolaires, et gérées par des spécialistes des médias sociaux. Interview réalisée par Damien ARNAUD (@laCOMenchantier) en février 2016 Le Cercle vise à faire progresser la #ComPublique et la #ComPol dans le monde francophone. C’est un espace de dialogue, de partage d'expériences et de valorisation de tous. LinkedIn > Cercle des communicants francophones Twitter > @leCCF Facebook > Cercledescommunicants

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