Social Media Campaigning: Mobilization and Fundraising on Facebook

Zachary J. Auter · Jeffrey A. Fine

66 citations0/0 files storedSocial Science Quarterly

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Social Media and Politics Electoral Systems and Political Participation Digital Marketing and Social Media

Abstract

Objective We investigate why certain candidates for the U.S. Senate are more likely to use social media for mobilization and fundraising. Methods Through content analysis of nearly 15,000 Facebook posts made by candidates for the U.S. Senate, we examine how candidate and campaign characteristics shape social media use. Results We find this type of campaigning is most common among challengers and Tea Party candidates who lack the name recognition and resources of more established candidates. Additionally, race characteristics, such as competitiveness and the relative positioning of candidates, influence social media posting strategies, with candidates in competitive races and candidates trailing their opponent more actively engaging in social media campaigning. Conclusions While nearly all candidates engage in some level of campaigning on social media, candidates in competitive races, challengers, and underdog candidates adopt these types of strategies most frequently on Facebook.

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References

1993Mobilization, participation, and democracy in America 2012A 61-million-person experiment in social influence and political mobilization 2000The Effects of Canvassing, Telephone Calls, and Direct Mail on Voter Turnout: A Field Experiment 1995Citizens, Politics and Social Communication 2014Birds of the Same Feather Tweet Together: Bayesian Ideal Point Estimation Using Twitter Data 2010Twitter use by the U.S. Congress 1990Estimating Incumbency Advantage Without Bias 2015Personal Influence. The Part Played by the People in the Flow of Mass Communication

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