The involvement process through social media in 2010 UK elections: is it a real Facebook-based participation? Online publication date: Tue, 30-Sep-2014
by Marco Artusi; Andrea Maurizzi
International Journal of Technology Marketing (IJTMKT), Vol. 6, No. 4, 2011
Abstract: This paper focuses on the methods of generating participation on Facebook, by analysing UK General Elections 2010. In particular, the analysis investigates which are the communication strategies used by the three main parties that are able to elicit participation of Facebook users. As far as the use of the internet for election campaigns is concerned, the most interesting experiences seem to follow an evolution from the traditional party organisation to a more innovative digital participative organisation. In this scenario we need to focus on internet and social media potential around mobilisation, organisation and participation. Starting from data collected on the Facebook pages of the three main candidates, we verify if participation level increases with the number of posts written by the party, by writing call to action posts, by writing posts about the candidate, and if the issues addressed in the post influence the participation level.
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