Going viral? Comparing parties on social media during the 2014 Swedish election

Abstract

While plenty of research have provided useful insights into political parties’ use of Twitter, comparably few efforts have focused on the arguably more popular Facebook service. This article presents a comparative approach, detailing similar functionalities on each platform and providing statistical analyses of the social media activities undertaken by Swedish political parties during the 2014 elections. Moreover, the types of attention and feedback received by these parties are analyzed, suggesting that while sizable parties are not necessarily the most ardent at using their social media presences, they receive the most attention. The study largely complements previous research, suggesting that larger actors receive the bulk of new media attention on both platforms – with some internal variation. However, the role of the right-wing populist Sweden Democrats is clearly felt throughout, suggesting the apparent prowess of controversial parties in the online context.