Anatomy of the PP's digital engine room: "On social media, Feijóo is the Formula 1 and online communication is his tires"

The article discusses the digital strategy of the Popular Party (PP) in Spain, focusing on the coordination between community managers and their approach to social media. They emphasize creativity and rapid response to political events, aiming to engage voters and counteract the opposition. Experts analyze the effectiveness of their emotional and confrontational messaging style, which has shifted from a more institutional tone to one that embraces polarization. This strategy has led to increased engagement but also raised concerns about the party's image as a serious governing entity. The article highlights the risks and rewards of this approach as elections approach.