Mapping the “web image”: a new formula for the UfM

Analysing the sentiment and the web reputation is one of the most recent challenges of communication, especially for transnational actors, characterized by a great functional and cultural variety. A possible solution? Integrating quantitative and qualitative analysis

Gender equality, environment safeguard, support to innovation. These are just some of the goals carried out by the Union for the Mediterranean, a transnational body born in 2008 in Paris by the will of 43 heads of State of the Euro-Mediterranean area, in order to guarantee a joint development process based on the principles of peace, democracy and cooperation.

A very wide scope of intervention requiring a hard work also at a communication level. This is also why the UfM has commissioned a project for the monitoring and the analysis of the digital press reviews in all the countries within its scope of action. The goal has been that of identifying the perceived image of the authority and possible informational gaps, with the challenging aim of providing strategic and operational directions in order to better adjust and enhance the future communication actions.

The UfM request was responded by the agency Pomilio Blumm, with a multilingual and multidisciplinary team. The implemented analytical procedure is an original one, integrating quantitative methodologies with qualitative tools, particularly automatic content analysis with semiotics.

The first media analysis phase, characterized by complex algorithms and by the generation of numerical outputs differentiated by audience, language area and media, was followed by a further qualitative step within the R&D Pomilio Lab unit, able to identify deeper theme and value parameters and to bring back an overall image of the UfM representation on the web over time.



ICS Editorial

Design is a thought activity: we should not replace it with a mere “optimizing” approach, because it’s from imperfections that talent emerges.


Some photos may be taken from the web and be considered public domain; photos' owners who oppose to the publication can write to contact@pomilio.com