Digital strategy
Making digital spaces a place of authentic dialogue with citizens: editorial presence, community engagement, online mobilisation and rigorous measurement of impact.
Who it is for
Candidates, parties, elected officials and organisations engaged in online public debate.
When
On an ongoing basis; a digital presence is built well before campaigns and continues beyond them.
Key deliverables
Digital strategy, editorial line, content calendar, moderation framework, impact reports.
Digital as a space for dialogue rather than noise
The rapid spread of mobile internet has profoundly transformed political communication on the continent. Social networks, video platforms and instant messaging have become major spaces for information, discussion and mobilisation, especially for younger generations.
These spaces also carry well-documented risks: echo chambers, polarisation, viral spread of false information, use of inauthentic accounts. A responsible digital strategy must take advantage of opportunities for direct dialogue while refusing to contribute to the degradation of the information space.
We design digital strategies based on quality content, authentic community engagement, active listening to conversations and honest measurement of impact — far from vanity metrics.
What the engagement covers
A structured digital presence, consistent with the overall campaign strategy.
Digital strategy
Choice of platforms, objectives, audiences and coordination with other channels.
Editorial line and content
Formats suited to each platform: short video, visuals, text, live broadcasts.
Community engagement
Dialogue with citizens, answering questions, highlighting genuine supporters.
Messaging and relays
Organising distribution through messaging apps, with participants’ consent.
Moderation
Transparent moderation rules, handling of hate speech and disruption attempts.
Impact measurement
Indicators of reach, meaningful engagement and conversion to action.
Building a lasting presence
A step-by-step approach that prioritises credibility and real engagement.
Audit
Analysis of existing presence, audiences and conversations.
Strategy
Defining objectives, platforms, editorial line and resources.
Production
Creating and publishing content, community engagement and moderation.
Measurement
Performance analysis and continuous optimisation.
Explicit, verifiable methods
Every tool we use is documented: its sources, assumptions and limitations are known to our clients.
Social listening
Aggregate analysis of public conversations to identify themes and concerns.
Content tests
Comparing formats and wording to identify the most relevant.
Moderation charter
Public, consistent rules applied across all discussion spaces.
Impact dashboards
Tracking meaningful indicators beyond follower counts alone.
Measuring honestly
Every indicator is labelled by status — target, calculated estimate or measured result — in line with our principles of rigour
| Indicator | What it shows | Status |
|---|---|---|
| Meaningful engagement | Substantive interactions: shares with comments, questions, sign-ups. | Measured result |
| Content reach | The number of people exposed, as reported by platforms. | Measured result |
| Online mobilisation | The number of sign-ups or participations the campaign sets itself. | Target |
| Tone of conversations | The overall orientation of exchanges about the candidacy. | Calculated estimate |
Authentic digital
We refuse any practice that distorts online public debate.
No fake accounts
No inauthentic accounts, bots or artificial simulation of popular support.
No disinformation
We neither create nor share false, misleading or manipulated content.
Transparency
Sponsored content and paid relays are clearly identified.
Respect for platforms
We comply with platform rules on advertising and civic integrity.
In the digital space, trust is won through authenticity, never through artifice.AXIOME working principle
In what contexts do we work?
Illustrative situations: they do not describe actual engagements.
A connected youth
A candidacy seeks dialogue with young voters who get their information mainly online.
A scattered presence
A party has many uncoordinated accounts, sometimes with contradictory messages.
Online attacks
A campaign faces waves of hostile comments and needs calm, organised moderation.
Frequently asked questions
No. A quality presence on the platforms actually used by target audiences is better than a superficial presence everywhere.
Through indicators of meaningful engagement and action, rather than follower numbers alone, which can be misleading.
Document it, respond with verified facts where useful, and report it to platforms through their procedures.
Related expertise
Let's discuss your project
Every political context is unique. A first, strictly confidential conversation allows us to understand what is at stake and define the most relevant support.
