The PSOE invested this week in advertising on Facebook and Instagram, both social networks on the Meta platform, to defend its management of DANA in Valencia, criticize that of Carlos Mazón, warn against hoaxes and report “ultra groups ” for the altercations in Paiporta last Sunday, when Pedro Sánchez was evacuated due to neighborhood protests.
Up to 14 sponsored posts started on November 5, in critical days for the country, not only due to the extreme situation experienced in the areas affected by the tragedy and the cracks in central and regional management, but also due to of the political tension drifting.
The expenses incurred to give more visibility to these publications extend between 1,800 minimum and 3,000 maximuman exact data impossible to know since advertising on this platform is based on investment ranges.
Among the publications, some detail the powers in case of emergency in an autonomous community, in which they ironize with a “It’s Pedro Sánchez’s fault” –in which they invested between 100 and 199 euros–. Others are ironic about the lack of alert from regional authorities by asserting that “alerts save lives”.
In these messages they also refer to the altercations in Paiporta; In fact, these facts are the publication that has received the most money from the party to increase its visibility. In this document, they attribute responsibility for the incidents that occurred in the Valencian city to “ultragroups”.
In the latter case, the PSOE disbursed between 400 and 499 euros to try to reach an audience of around a million people, even if this data is impossible to specify because it is an “estimate of the number of accounts in the account center meeting the segmentation criteria of an advertiser at time of ad creation”, as explained in the Meta pages advertising manual.
Hoax reporting and the role of the UME
“Making the news”, they headline in another, in which they use the video of Rubén Gisbert, the collaborator of Iker Jiménez who caused outrage on social networks by getting dirty before leaving live from one of the Valencian cities most punished by tragedy.
Furthermore, in several messages they insist that the UME cannot access an emergency area without authorization from the autonomous community, once again putting the ball in Mazón’s court.
Advertising disabled
All these sponsored posts were deactivated this Thursday, his disappearance coinciding with the unrest this began to be generated on social networks by transcending this communication strategy of the socialists.
The Minister of Science, Innovation and University, Diana Morant, denied live on the LaSexta show “Al Rojo Vivo” that the Valencian Socialist Party had allocated money to these campaigns: ” I listened to you and I must categorically deny this information.” she said.
The data contained in the management of sponsored publications in Meta, in any case, refers at any time to the headquarters of the PSOE and is provided as physical address the head office of Ferraz.
PSOE ads active (left) and deactivated on the right
The battle of responsibilities between the central government and the Generalitat is one of the open sources of a catastrophe which has cost at least two hundred lives and which requires an unprecedented deployment of means to try to regain normality where many have lost. All.
