Management of social media in Spanish electoral campaigns in 2019

Abstract

This work analyses the communication strategies on social networks by Spanish political parties during the various elections of 2019. It analyses in detail their activity, their ability to generate a feeling of belonging and the different forms of interaction of these formations, and the most successful formats. We introduce the hypothesis that political parties that are present in all elections and in all electoral constituencies can achieve a higher return on their social media presence. As a methodological technique, the study undertakes an analysis of social networks (ASN) for the Facebook, Twitter and Instagram accounts of these actors, to obtain both quantitative and qualitative data. In total, it analyses the distribution of 2,357,039 fans on Facebook; 3,727,197 followers on Twitter; and 919,731 followers on Instagram. Likewise, 9,938 publications are analysed, which generate an average of 7,066.92 engagements. The conclusions show Vox and Unidas Podemos as the most cyber-active parties and the ones which achieve the most mobilisation through social networks.