Italy participates in the Global Coalition operations against Daesh. It is a complex commitment to support all the operational and strategic areas that determine international efforts: military and stabilization activities, eliminating the sources of terrorist financing, control over foreign fighters, counter narrative actions. The Italian commitment is expressed in a systemic way, involving various institutional and ministerial bodies.
— The Global Coalition (@coalition) 25 marzo 2019
Between the 25th and 31st of March, the Italian effort with the Global Coalition was told online using the hashtag #ItalyAgainstDaesh. We analyzed the web and social media networks to discover the volume of conversations and characteristics of this initiative.
From the 23rd to the 31st of March, almost 500 online contents used the #ItalyAgainstDaesh hashtag. More than 98% of which were posted on Twitter, the rest on Facebook. There were more than 2000 interactions identified: the best messages were those published by the Facebook page of the Defense Ministry (ie. posts on international missions, and an interview with Minister Trenta), from the Defense Staff Twitter account (ie. training of police forces in Irak ) and from the Ministry of Foreign Affairs and of International Cooperation (ie. talking about the initiatives and support actions of the Global Coalition).
A coherent semantic territory becomes evident from the content analysis, a story of Italian commitment through the 50 most important keywords used online: the fight against Daesh (counter, favor, illicit, lead, action, assets, finance), the stabilization of countries (stabilization, supporting, helping, police, essential), support of local populations and defense of historical and cultural heritage (cultural, heritage, antiquities, destroyed, trafficking).
A story made of videos and animations, images and infographics shared between the channels and used to effectively communicate all aspects of the Italian mission.
Communication or StratCom
The current communication context calls for a strong commitment by public institutions and authorities in terms of digital presence and open dialogue with citizens. In the digital horizon of communication, characterized by continuous and immediate feedback between subject and recipient, every action at a tactical level results in strategy. Strategic communication is not just a way of managing one’s own activities, but becomes for the public administration the fulcrum around which to build the action towards civilians, the contrast to the threats, the story of their own activities.