The book titled 'La battaglia social' by Alessandro Di Benedetto and Marina Improta delves into the digital communication strategies of the Italian political party Fratelli d’Italia. According to the authors, both leaders in the party's social communication and strategy, authentic engagement is vital in social media policy. They caution against 'easy likes' and argue that effective social communication is not just about flashy editorial plans but about understanding the collective mood of the public and addressing their actual concerns in a straightforward manner.

The authors highlight the impressive growth of the party's social media profiles, attributing this success not only to well-structured content strategies but also to the ability to genuinely connect with citizens. By communicating straightforwardly about pertinent issues, they believe a political entity can foster trust and encourage public interaction. The book serves to illustrate the behind-the-scenes teamwork necessary for successful digital communication, showcasing how Fratelli d’Italia has navigated the evolving social media landscape.

The implications of such strategies are significant as they represent a shift in how political communication is approached in Italy. Moving away from traditional campaigning packed with jargon, the authors advocate for a more relatable and candid form of communication. This evolving approach indicates that understanding and responding to public sentiment effectively can empower parties to build stronger relationships with their constituents, thereby possibly influencing future electoral outcomes in an increasingly digital age.