Focus on the role and actions that the Italiana National Institute of Statistics is putting in place for its social communication.

1. Tell me about the data.
Istat communication
on social media
Istat | DISSEMINATION AND COMMUNICATION DIRECTORATE
MEDCOM2020+1, June 19, 2021
COMMUNICATION, DIGITAL MEDIA, AND FUTURE:
NEW SCENARIOS AND FUTURE CHANGES
GIOVANNI PRATTICHIZZO Social Media Manager

2. GIOVANNI PRATTICHIZZO
AGENDA
◼ CONTEXT
◼ DO YOU TRUST THE NUMBERS?
◼ ISTAT SOCIAL NETWORKS
◼ THREE KEY WORDS FOR STATISTICAL
COMMUNICATION
◼ SOCIAL MEDIA ADVOCACY
◼ VISUAL NARRATIVES
◼ HIGH-ENGAGEMENT INFORMATION
CONTENT
◼ CONCLUSIONS

3. GIOVANNI PRATTICHIZZO
CONTEXT
Times of fake news and post-truth on social media
Owing to the health emergency increased users’ requests for
statistical information as the dissemination of data by unreliable
subjects
The importance to offer no longer static information, but agile
Istat social media channels and their positioning on the web

4. GIOVANNI PRATTICHIZZO
SOCIAL NETWORK SOCIETY

5. GIOVANNI PRATTICHIZZO
DO YOU TRUST THE NUMBERS?

6. GIOVANNI PRATTICHIZZO
FOLLOWER 2020
2021
(REFERENCE PERIOD:
1 JUNE)
Twitter 71.230 83.594
Twitter EN 2.400 2.698
LinkedIn 15.136 23.834
Instagram 12.100 21.100

7. GIOVANNI PRATTICHIZZO
AUDIENCE
Twitter:
StakeHolders; Institutions, Partners; Communicators,
Disinformers; Trade Associations; Multipliers;
Business
Instagram:
students; digital natives, teachers; multipliers;
disseminators
LinkedIn:
Heavy users: Research organisations, users Expert,
Scientific community, Universities, Analysts, Industry
community

8. GIOVANNI PRATTICHIZZO
THREE KEY WORDS FOR STATISTICAL COMMUNICATION
humanisation
listening
conversation

9. GIOVANNI PRATTICHIZZO
FORMAT FOR STATISTICAL COMMUNICATION
o Social Media Advocacy
o Visual narratives
o High-engagement information content

10. GIOVANNI PRATTICHIZZO
STRATEGY
SOCIAL MEDIA AVOCACY
BASIC IDEA:
◼ to create a community
◼ brand advocate always
at the center, in any case
4 different types of Brand Advocate

11. GIOVANNI PRATTICHIZZO
From 18 january to 18 february
2021 Istat started
an experimental project
of social media advocacy
✓ EMPLOYEE ADVOCACY
✓ AMBASSADOR ADVOCACY
AMPLIFY PROJECT

12. GIOVANNI PRATTICHIZZO
PROJECT PHASES
◼ new social media policy
◼ selection of the ambassadors
◼ realization of the web page dedicated
to ambassadors
◼ selection of the contents to amplify
and posts/tweets drafting
◼ amplify app activation for ambassadors
12

13. GIOVANNI PRATTICHIZZO
TARGETS
Istat
◼ provoke brand awareness
◼ inform and involve employees
◼ increase employee corporate pride
◼ enable employees to grow their personal brand
on social media
Ambassadors
◼ growth of their personal brand on social media
◼ awareness increase of what their company does
◼ pride in working for their company
◼ ability to safely share reliable and quality content

14. GIOVANNI PRATTICHIZZO
POTENTIAL REACH OF THE AMBASSADORS
IN RELATION TO VARIOUS SOCIAL CHANNELS
ESSENTIAL TO TRACK THE RIGHT INDICATORS
MEASUREMENT AND RESULTS
TARGETS INDICATORS
ADOPTION ADOPTION RATE
ENGAGEMENT
READING RATE
SHARING RATE
REALIZED CONTENT UPLOADED POSTS
AT THE FIRST PLACE WE FIND TWITTER WITH 332K
331,994
139,137
61,788
Twitter LinkedIn Instagram
Hootsuite source

15. GIOVANNI PRATTICHIZZO
MEASUREMENT AND RESULTS
GiPeci
Luca Longobardo
D.C.
J. P.
A. C.
F.
U.
Hootsuite source

16. GIOVANNI PRATTICHIZZO
MEASUREMENT AND RESULTS
Hootsuite source
41
45
66
G.C.
Alexia Sasso
GiPeci

17. GIOVANNI PRATTICHIZZO
STRATEGY
◼ content is the core
◼ the content strategy
must be aligned
with the targets

18. GIOVANNI PRATTICHIZZO
MEASUREMENT AND RESULTS
GiPeci
Susi Osti
Michela Troia
Number of like on LinkedIn Number of like on Twitter
F. U.
A. C. F.U.
Hootsuite source

19. GIOVANNI PRATTICHIZZO
MEASUREMENT
AND RESULTS
to build an effective social media
advocacy strategy the key words
are
◼ PERSON
◼ TRUST
◼ FROM A SIMPLE ENGAGEMENT
TO A PUBLIC ENGAGEMENT
TROUGH PEOPLE RELATIONS
19

20. Trust will be imperative, so statistical
communication on social networks must
be honest, conscientious and
appropriately authentic.

21. GIOVANNI PRATTICHIZZO
VISUAL STORYTELLING: VIDEOS AND INFOGRAPHICS
Susi Osti
Michela Troia
F. U.
A. C. F.U.

22. GIOVANNI PRATTICHIZZO
DATA TELLING
Susi Osti
Michela Troia
F. U.
A. C. F.U.

23. GIOVANNI PRATTICHIZZO
STATISTICS COMMUNICATION

24. GIOVANNI PRATTICHIZZO
PODCASTS OF STATISTICAL FAIRY TALES

25. GIOVANNI PRATTICHIZZO
SOCIAL LISTENING
Susi Osti
Michela Troia
F. U.
A. C. F.U.
“The process of proactively keeping up to date with
what is being said on the internet about a brand,
particularly on social media and in online
communities”. (P. Kotler)

26. GIOVANNI PRATTICHIZZO
SOCIAL LISTENING VS FAKE NEWS

27. GIOVANNI PRATTICHIZZO
UNCONVENTIONAL STRATEGY

28. GIOVANNI PRATTICHIZZO
CONCLUSION
❖Listening
❖ Response
❖ Information

29. GIOVANNI PRATTICHIZZO
The future of social media
will be user-generated and
community-driven.

30. GIOVANNI PRATTICHIZZO
Numbers are used to talk about
people, about us.

31. GIOVANNI PRATTICHIZZO
Follow us…
http://twitter.com/istat_it
https://twitter.com/istat_en
https://www.instagram.com/istat_it/
https://www.linkedin.com/company/istat
https://www.facebook.com/IstatCensimentiGiornoDopoGiorno/
http://www.flickr.com/photos/galleria_istat/
http://www.youtube.com/videoistat
http://www.slideshare.net/slideistat
https://it.pinterest.com/istat_infograf/

32. GIOVANNI PRATTICHIZZO
Follow me

33. GIOVANNI PRATTICHIZZO