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  1. 1. From Facebook to government:How to switch onlineGianni Florido e laThe role of socialTaranto improveProvincia di media todecision-making in public policy Strategia di comunicazione Rome, February 7th, 2011 Social media week Take Action! Online engagement and the power to change the world Dino Amenduni, Italy
  2. 2. Who is the speaker?My name is Dino AmenduniI am 27, I graduated in work, communication andorganization psychology with a post-degree (master) inmarketingI am the new media team leader and advisor for politicalcommunication at Proforma (Proforma – website), an adagency in Bari, a city in Southern Italy where I was born andwhere I liveProforma designed the strategy and concept of MicheleEmiliano, Mayor of Bari (2004 and 2009) and Nichi Vendola,Apulia Governor (2005 and 2010) electoral campaigns.
  3. 3. Who is the speaker?I have co-led EmiLab, a group of 150 volounteers under30supporting Michele Emiliano, Mayor of Bari, (PartitoDemocratico, centre-left party)Michele Emiliano – fanpage on FacebookI am the social media team leader of Nichi Vendola,Governor of Apulia and national spokesman of Sinistra eLibertà (Left-oriented party out of Italian Parliament)Nichi Vendola – fanpage on FacebookI am a blogger on Fatto Quotidiano, a national dailynewspaperDino Amenduni - blog on Fatto Quotidiano
  4. 4. What are we talking about?Michele Emiliano – “the mayor of Facebook”and the “fannulloni (idlers) – operation”Needs and conditions for using social media asa boost for better public policyPerspectives for a “web 2.0” government
  5. 5. KeynotesWhy did (and how) Emiliano did become a national opinion leader?Why did (and how) is Emiliano appreciated as an innovator for his use of social media?Why does using social media in politics entail strategic advantages in any case?
  6. 6. Michele EmilianoTaking care of a town via Facebook
  7. 7. Emiliano, the Mayor of FacebookMichele Emiliano has been the Mayor of Bari, regional capital of Apulia (about 350k citizens) since 2004. He is the regional chairman of Partito Democratico, left-oriented italian national partyHis re-election campaign in 2009 was handled by EmiLab, a 150-under30 group of volounteersHe won the local elections in June of 2009: at that time he was the Mayor in Italy with the highest number of Facebook supporters in ItalySince September 2010 he has managed Facebook himself
  8. 8. Emiliano, the Mayor of FacebookHis way of leading his fanpage made him very popularin town and in political web-sphere. Some strategicalfeatures of his work:-He liveblogs town councils (answering comments ofcitizens in realtime);- He tells about his activities as chairman of PD;- He talks about national political themes, personalfeelings, events in town;- He talks on his wall with all citizens;- He shares his daily agenda (public and privateappointments);- He makes photos and videos by himself;- He shares contents recommended by his supporters
  9. 9. Emiliano, the Mayor of FacebookHis way of managing Facebook raises controversy inthe public opinion (especially on press) because of:- His way of speaking (very informal);- His lack of diplomacy (he writes everything he thinks);- His high ability to attract attention and provoke thoughts;- His use of Facebook to communicate top stories, pre-empting them even before with press and TV;- His use of Facebook to promote civic campaigns and tolisten to social complaints
  10. 10. Emiliano, the Facebook dailyEmiliano appears himself in a picture with someschoolchildren:I can’t describe my emotion […] Teachers and school principalshave been able to make two classrooms of pupils win the firstprize of President of the Republic Giorgio Napolitano. I’m so proudof them!
  11. 11. Emiliano, the Facebook dailyEmiliano has shot a video with his mobile phoneI met two fellow citizens, like two fiancés […] they made a wish:to see the Petruzzelli theatre. No sooner said, than done.
  12. 12. Emiliano, the Facebook dailyEmiliano is jubilant: Bari (Italian serie A football team)scoredGOOOL Bari ties!
  13. 13. Emiliano, the Facebook dailyEmiliano looks for feedback after an interview on anational TV programmeHere is the video of my interview at “Invasioni Barbariche”. Pleasemake your suggestions as what i’didn’t say or said badly. If youwant, share them with those who didn’t watch the programmeand let me know tell their reactions. Otherwise, you can invitethem to write them here. Thanks from the heart.
  14. 14. Emiliano and “fannulloni”A citizen shared this picture on Michele Emiliano’s FBfanpage (January 2011), asking why these workers fromAMIU (Municipal Agency for Environmental Health and WasteManagement) are not at work during their shift
  15. 15. Emiliano and “fannulloni”Emiliano re-posted the pic on his wall, commenting:That picture portrays people chatting and the person who sent methe picture states that in the street where he lives street cleanersdon’t clear the street well enough. If one of the workersrecognizes himself in picture, he could explain to us why he wastalking with colleagues during work hours instead of doing work[…]. A little courage is necessary, otherwise we have to askcitizens to keep on taking photos and making videos.
  16. 16. Emiliano and “fannulloni” – reactions on media and public opinionThis story was reported by main national broadcastingmediaEmiliano was interviewed by the press, radio and tvBloggers and columnists talked about “fannulloni-operation” for daysTrade unions, public workers and a part of the publicopinion complained about these methodsCGIL, the most important Italian Trade Union (left-oriented)asked Emiliano to “close down his Facebook page”
  17. 17. Emiliano and “fannulloni” – local reactionsCitizens keep on posting photos and videos about publicworkers’ slackness and report malfunction and decays inmany districts of BariCitizens also report good behaviors of public workersAMIU started to communicate with citizens on FacebookEmiliano continues to confront himself with citizens,stakeholders, journalists about his way of using Facebookand keeps on using social media to promote campaignsand opinions
  18. 18. Emiliano and “fannulloni” – some reactionsEmiliano vs. CGIL (Trade Union):They accused me of wanting to start a campaing against them onthe media. It’s not true. I just shared a picture of a citizen whowas asking me for an explanation […] I won’t allow conspiracy ofsilence […] you should confront Italian people.
  19. 19. Emiliano and “fannulloni” – some reactionsEmiliano reported a positive feedback about AMIUworkers:A citizen posted this on my wall: “I want to inform you that thestreet cleaners in Piazza Mercantile do their job properly , in spiteof the incivilty of citizens […]” GOOD JOB, GUYS!
  20. 20. Emiliano and “fannulloni” – some reactionsEmiliano posted a note to reply two local policemen:The people i represent ask you, as well as i do, that policemakes do their duty properly and tactfully. […] Youshouldn’t be afraid if some citizens post photos ofmisconducts on my wall. They’re more than willing tosupport you, to resepct you and be on your side […]
  21. 21. Emiliano and “fannulloni” – some reactionsEmiliano posted a video sent by a citizen, reporting anabuse of authority by policeI haven’t authorized anyone to reserve 30 parking places[…] which turned out to be for the guests of a policemanwedding […]. This is unacceptable and shameful […] Thatwill never happen again and i will immediately startinvestigations in order to find out how that could happen.
  22. 22. Emiliano and “fannulloni” – some reactionsEmiliano posted a photo sent by a citizen showing a policecar parked in double lineThese people should be aware that they work for thebenefit of citizens who pay for their salary. […] In this waythey fuel the false idea that all public workers are thesame. And it’s not true.
  23. 23. Fannulloni-operation: strong pointsHuge boost to his Facebook fanpage (and toEmiliano’s national popularity);Genuine interaction with his fellow citizens;Citizens feel more represented by publicauthorities
  24. 24. Fannulloni-operation: weaknessesThis is not a scientific method. It depends oncitizens’effort and not on a public control system;This method encourages the use of a publicFacebook fanpage (of a Mayor of a big town) toinform on others;Emiliano is the Mayor, so he is mainly responsiblefor the lack of lawfulness, most of all in publiccompanies (handled using political power toappoint managers)
  25. 25. Fannulloni-operations: opportunitiesThis method could prevent wrong or illegal behaviors bypublic workers and citizens in general;With time, this method could avoid waste of money, timeand energy now spent to control public workers;Emiliano stimulates a greater sense of responsability inpublic workers (who are exposed to public criticism);This method could be scientific if managed bytown municipality, by public warning ofinefficency (and not just by suspecting peopleof be slack at their job) via social media andinternal check for charges
  26. 26. Fannulloni-operations: threatsThis could make public workers and people on constant fearof being exposed on Facebook without a real reason;Nobody could prevent the improper use of Facebook toattack someone or put him in a bad light in the Mayor’seyes and in those of citizens and the public opinion;His Political opponents could use the contents posted onEmiliano’s Facebook page to attack him or to provecitizens he is not able to maintain lawfulness in his town
  27. 27. Emiliano and “fannulloni” – what happened on FacebookFacebook pages increased rate on January 2011 in Italy inPolitics (source: - – website)Emiliano, although he is only the Mayor of a city, he scoredwas the third highest number of new supporters on afanpage in January 2011. Only Vendola and Berlusconi areahead of him
  28. 28. Emiliano and “fannulloni” – what is happening in townEmiliano is number 7 in ranking among most beloved Mayorsin Italy of 2010. In 2009 he was 23°.This proves key-role on social media in gainingand keeping consensus and shows a positive wayof using the social network pages
  29. 29. Emiliano and “fannulloni” – what mayor thinks aboutI know that the picture itself doesn’t proveanything, but too many people everywhere don’tdo their duty and citizens are tired of putting upwith it.(interview, La Repubblica, 11 January, 2011)
  30. 30. Un grande abbraccio Grazie! Dino Amenduni Facebook: Twitter: LinkedIn: (here you can find this slideshow) Proforma Site: Facebook: Twitter: Youtube: