One of Many Tools to Win the Election

Abstract

Presidential campaigns today are increasingly integrating social media such as Facebook as an efficient tool to communicate with the public and organize their supporters. In a bid to explore how the Facebook is used by the politicians during election campaigns, this chapter explored official Facebook posts by two presidential candidates ahead of the 2012 US presidential election. The findings suggest Facebook was used in the campaign as a platform to organize like-minded voters, and reporting a virtual presence to the voters. Facebook was used strategically to resonate with the real-life campaign, and disseminate instant messages, rather than engaging in discussion with the public. The two candidates had only minor difference in the characteristics of their Facebook contents. The implication of the research for the online political agenda-building tactics is discussed.