The Impact of Social Media Use for Elected Parliamentarians: Evidence from Politicians' Use of Twitter During the Last Two Swiss Legislatures

Abstract

Notwithstanding growing research on how using social media for political campaigning impacts politicians' chances of winning votes, we still have limited knowledge about whether and how the use of social media and online styles of communication affect political success over successive legislatures. We address this deficit by analyzing a panel dataset about the Twitter activity of politicians who have had a parliamentary mandate at least once. We first demonstrate that politicians' interaction with specific online audiences (e.g. in terms of replies and mentions) is still evolving, thus pointing to possible strategic adaptations of politicians' communication as social media are mastered. Then, we show that Twitter-based activity moderately impacts politicians' political success, both in terms of political ranking and media coverage. This success, however, strongly depends on the style of political communication and on the legislature under scrutiny.