He ran the US presidency with a fake candidate . And he managed to collect over thirty thousand followers on twitter. And thousands of supporters ready to vote for him. While he was sitting comfortably in front of his home pc or at a table in a bar, in Italy, where he lives with hisfamily. Alessandro Nardone , 41, from Como, Digital Marketing Consultant and lecturer at the IED in Milan , with prestigious collaborations such as the one with Vanity Fair, has achieved international fame thanks to Alex Anderson. And now he is ready to promote a book in which he reveals how he did it: Orwell, published by Mondadori.
Candidate fake Us President: Who is Alex Anderson?
In 2016 Alex Anderson was a Republican candidate who aimed to the White House. And it was ready to challenge Donald Trump and Hillary Clinton. A character credible enough to be disputed by the major American medias.
In the end, it was the BBC to bring light to the truth, however, it was amazed by discovering that Alex Anderson was just a social experiment born to promote the Alessandro’s book.
An experiment that has shown unequivocally how huge medias can fall intothe trap of the network.
Candidate fake Us President: Orwell
The Wam interviewed Alessandro. The Como communicator has just launched with the Mondadori publishing house, Orwell , a book that faces the last forty years of digital revolution, but which is also a compendium of good practices to emerge in the web world. Personal branding, social networks, news and fake news.
Alessandro, then, who is Alex Anderson, who is also mentioned in your new Orwell book?
« In 2016 I had to launch in the US the English version of my thirdbook: «The predestined ». The protagonist is Alex Anderson, a youngmember of the American Congress. I did not have at my disposal a big budget and so I played on my digital communication skills. I registered the Alexanderson2016.com domain and wrote Alex’s biography. A degree from Yale, a past as an attorney, an election at the California congress. And then I wrote my electoral program, far from bothTrump’s and Clinton’s. I announced “less taxes for all”, to the shout of “America is now “. There are also video, shot in a bar Como, in which I am embraced by some colleagues. But thanks to a splendid assemblyit seems that I arrive, on board a Harley Davidson, in front of an American seat. And there the crowd engulfs me with hugs. Nothing wasimprovised. I studied nine months to create Alex Anderson, the fake candidate a: real delivery (laughs ed )».
You get thousands of views on the web and then collect over 30thousand followers on Twitter . The American media are starting to court you. How did you escape public debates for so long?
” Managing Alex Anderson was a struggle. I also explain it in my book Orwell. Where my character becomes fundamental to talk about the attention that it takes to organize successful social profiles. And to enhance their personal brand . Personal branding should be the cornerstone of effective communication. Anyway – coming back to Alex – I used to make excuses for the talk show that I was invited to. And in the meantime I was working on twitter , responding personally to allmy followers. Alex’s fame grew and so did the demands of the media. Until I decided to come out: “I’m a fake candidate”. In a BBC interview, released in Como».
What happened with Alex Anderson, the fake candidate, is upsetting because he has shown how news, well trasmitted on the net, can move not o la public opinion, but also trick the media. How is it possible to avoid being a victim of similar pitfalls?
“I will seem trivial, but the answer is to read, study and select. Read more than the titles and subtitles shared on social media’sposts. Recognize the most reliable sources. Studying means gettingreally informed about a topic, not stopping at the first content availableon the net. Often the most indexed news is not the most correct. Many contents receive so much visibility because they generate manyinteractions, between likes and comments, and this pushes the big sites, like Google and Facebook , to highlight them . We should learn to makea list of reliable sites and discard “those hoaxes”, including those platforms in which reality is exploited. In Orwell I make several examplesof politicians and institutions that have manipulated news, even partially true, placing them in a distorted way. Even those are fake news ».
About politics. After the case of the fake candidate, Alex Anderson, you were lucky enough to follow Donald Trump’s campaign. Media phenomen on by antonomasia. What do you think are his secrets for success on the media?
” Trump does the same thing started forty years ago, but with different means. Work on your personal branding . Once he used the airships and the Trump towers to make people talk about him, today he does it with cheaper means that reach more people: social networks . Trump gave his private life as a meal to the crowd who wants more and more. He intercepted the “belly” of users and blew on thatwind. His comments do not go indifferent: both you hate him or love him, you always talk about him.
Trump chooses popular and felt themes and coherently communicates his thoughts. Even in extreme ways , but neverbanal ».
In light of your experience as a communicator: what are the secretsto developing your personal branding and which social networks do you recommend to use?
«We need to choose valuable contents that communicate who we are, what we do and why we stand out. What makes us special? Whatcan we do absolutely well? It is necessary to constantly invest on our own skills and experiences.
There are not shortcuts. I prefer facebook and twitter. The first to reach the public, the secondto convey information to the media. To use them to the best we have to avoid improvisation. It takes programming: an editorial calendar wherewe can write what we will publish every day. And so much study to stay always updated. Every morning it’s a good habit to read the press release. And then the twitter trends to learn about the most current issues . Even Instragram , especially to communicate to millenials , can be an effective tool. But you need to have images and videos of great quality and mostly know how and what you want to communicate. Also there improvisation is banned».
If I want to buy Orwell, what will I find inside?
«The last forty years of the digital revolution. The inventions that havechanged our lives. From the evolution of the internet to the smartphone : since then nothing has been like before. And then a guide to moveacross the digital world and be able to emerge, exposing their talents to the fullest. Ah, of course, there is the story of Alex Anderson».
(Thank you to Giulia Trapanese for the english traslation of this article)
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