If the ancient adage has its own intrinsic validity, then work still ennobles man, but too much work, including that of Renatino happy cheesemaker, the silent character of the campaign launched in September by Parmigiano Reggiano and signed by the Casiraghi Greco & , definitely deflates online sentiment.
Regardless of the labor law and parasyndical matrices and a regurgitation of Luddism 2.0 that have been improperly used to perform in the “diving competition in the pool of intelligence and disenchantment” – as Matteo Pascoletti writes – the final figure to which we are interested in giving shape and that of a disastrous fall in the mood that online users have catalyzed on the keyword “ Parmigiano Reggiano”, In particular if we try to compare the entire month of November with the last 3 days, after the post published by Christian Raimo , the net loss and to say the least sensational.
In fact, before Raiamo’s post, published on November 30th, acted as a stura to the indignation of users, effectively causing an immediate negative polarization, the sentiment of users was largely positive with a mood that gives us the percentage of positive comments it reaches. 76%. On the other hand, not thirty but just three days were enough to overturn the polarities expressed on the net by users who changed their attitude towards the brand, so that the predisposition to comment positively dropped from 76.29 to 30.05% and the polarization negative, previously decidedly contained, pervaded the negative evaluations of almost two thirds of the same users. For the most part, it was Twitter
that pulled the caravan of comments and interventionswhich took just over 50% of the traffic that in these three days crystallized on the search keyword, while in the previous month the main sources that fueled the mood were Instagram, at 37.31% and Facebook immediately after with the 21.63%, while Twitter was relegated to fourth place with a discrete 15.06%
If we also try to browse the sources, always using Blogmeter’s Liveinsights listening platform , which generated the most traffic in the cold phase , the one to understand before the prorenatin shitstorm, we find the presence of the major social cooking channels, from Giallo Zafferano to Chef in Shirt, passing through Cucinando me enjoy it to finish at Allacciati il ​​apron, while in the midst of the storm of negative comments it is surprising to see the pages among the top twenty sources Facebook of the Communist Party and Nicola Fratoianni and the Twitter profile of Marco Rizzo . A further confirmation of how the attitude of users towards the Parmigiano Reggiano brand has suddenly changed after the advent of Renatino workaholic of curd for 365 days a year, and also revealed by the comparison of the hashtags in comparison.
The hashtag Renatinomanages to make its way, conquering a space that is not at all negligible for the number of mentions, among all those that commonly accompany on social networks the discussions that have Parmigiano Reggiano as their fulcrum.
Before waiting for the social-nuclear reactor of this umpteenth storm to cool down in order to estimate the possible damage to the company, it is appropriate to ask ourselves why all this happened once again and why it happens more and more often. With companies forced to run for cover to stop the sudden reputational bleeding.
Without bothering Gianluca Comin and Gianluca Giansante who just recently wrote an illuminating essay on the theme, “You can change the world, personal reputation, promote talent, share value” (Marsilio 2021), the revealing answer is found in a simple truth: many campaigns are still not designed with an approach that does not put the medium at the center of the narrative ecosystem. Of course campaigns must be spreadable, God forbid, yet in an era in which social platforms have a dominant position in the media eco-system, cross-media can represent a limit and not an advantage for companies.

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