Social media became a great platform for people to interact with their friends and family. Politicians have also been using social media as a way to connect with voters which has helped many citizens stay interested in what is happening in government. It also helps major political parties engage directly with the people, without high cost barriers.
Politicians can now speak to the people who their policies affect the most. Politicians are able to engage directly with constituents and followers. This allows politicians more freedom to address issues that arise regularly on social media. They also allow politicians to keep in touch with their followers and supporters, which is very important for any politician in the 21st century.
Although there has been a burst of research conducted on social media usage by political parties and figures in developed countries there has been a lack of empirical research that has examined developing countries.
We recently published a study which aimed to “explore the information-sharing patterns of Pakistani politicians through Twitter accounts during the pre-election campaign of 2018”.
You can find the full abstract below as well as a link to the paper on ResearchGate.
Purpose: The use of Twitter by political parties and politicians has been well studied in developed countries. However, there is a lack of empirical work, which has examined the use of Twitter in developing countries. This study aims to explore the information-sharing patterns of Pakistani politicians through Twitter accounts during the pre-election campaign of 2018.
Design/methodology/approach: Data of three weeks of the official party accounts and the politicians running for prime minister were analysed. The mixed-methods approach has been used to analyse quantitative and qualitative data retrieved through Twitonomy.
Findings: It was found that the most active Twitter account belonged to the winning party. The prominent Twitter account functions were a call to vote, promotional Tweets, promises and Tweeting about party developments. The present study provides evidence that there is a difference between the Tweeting behaviour of established and emerging parties. The emerging party heavily posted about changing traditional norms/culture/practices.
Practical implications: The study contributed to existing knowledge and has practical implications for politicians, citizens and social media planners.
Originality/value: The present study was designed carefully and based on empirical research. The study is unique in its nature to fill the research and knowledge gap by adding a variety of Twitter functions used by politicians.
Be sure to check out the full paper here: https://www.researchgate.net/publication/350645435_Twitter_dialogue_an_analysis_of_Pakistani_politicians’_information_sharing
Batool, S. H., Ahmed, W., Mahmood, K., & Saeed, H. (2021). Twitter dialogue: an analysis of Pakistani politicians’ information sharing. Information Discovery and Delivery.