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Significance of likes: Analysing passive interactions on Facebook during campaigning

With more and more political candidates using social media for campaigning, researchers are looking at measuring the effectiveness of this medium. Most research, however, concentrates on the bare count of likes (or twitter mentions) in an attempt to correlate social media presence and winning. In th...

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Detalles Bibliográficos
Autores principales: Khairuddin, Mohammad Adib, Rao, Asha
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2017
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5473593/
https://www.ncbi.nlm.nih.gov/pubmed/28622350
http://dx.doi.org/10.1371/journal.pone.0179435
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author Khairuddin, Mohammad Adib
Rao, Asha
author_facet Khairuddin, Mohammad Adib
Rao, Asha
author_sort Khairuddin, Mohammad Adib
collection PubMed
description With more and more political candidates using social media for campaigning, researchers are looking at measuring the effectiveness of this medium. Most research, however, concentrates on the bare count of likes (or twitter mentions) in an attempt to correlate social media presence and winning. In this paper, we propose a novel method, Interaction Strength Plot (IntS) to measure the passive interactions between a candidate’s posts on Facebook and the users (liking the posts). Using this method on original Malaysian General Election (MGE13) and Australian Federal Elections (AFE13) Facebook Pages (FP) campaign data, we label an FP as performing well if both the posting frequency and the likes gathered are above average. Our method shows that over 60% of the MGE13 candidates and 85% of the AFE13 candidates studied in this paper had under-performing FP. Some of these FP owners would have been identified as popular based on bare count. Thus our performance chart is a vital step forward in measuring the effectiveness of online campaigning.
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spelling pubmed-54735932017-06-22 Significance of likes: Analysing passive interactions on Facebook during campaigning Khairuddin, Mohammad Adib Rao, Asha PLoS One Research Article With more and more political candidates using social media for campaigning, researchers are looking at measuring the effectiveness of this medium. Most research, however, concentrates on the bare count of likes (or twitter mentions) in an attempt to correlate social media presence and winning. In this paper, we propose a novel method, Interaction Strength Plot (IntS) to measure the passive interactions between a candidate’s posts on Facebook and the users (liking the posts). Using this method on original Malaysian General Election (MGE13) and Australian Federal Elections (AFE13) Facebook Pages (FP) campaign data, we label an FP as performing well if both the posting frequency and the likes gathered are above average. Our method shows that over 60% of the MGE13 candidates and 85% of the AFE13 candidates studied in this paper had under-performing FP. Some of these FP owners would have been identified as popular based on bare count. Thus our performance chart is a vital step forward in measuring the effectiveness of online campaigning. Public Library of Science 2017-06-16 /pmc/articles/PMC5473593/ /pubmed/28622350 http://dx.doi.org/10.1371/journal.pone.0179435 Text en © 2017 Khairuddin, Rao http://creativecommons.org/licenses/by/4.0/ This is an open access article distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
spellingShingle Research Article
Khairuddin, Mohammad Adib
Rao, Asha
Significance of likes: Analysing passive interactions on Facebook during campaigning
title Significance of likes: Analysing passive interactions on Facebook during campaigning
title_full Significance of likes: Analysing passive interactions on Facebook during campaigning
title_fullStr Significance of likes: Analysing passive interactions on Facebook during campaigning
title_full_unstemmed Significance of likes: Analysing passive interactions on Facebook during campaigning
title_short Significance of likes: Analysing passive interactions on Facebook during campaigning
title_sort significance of likes: analysing passive interactions on facebook during campaigning
topic Research Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5473593/
https://www.ncbi.nlm.nih.gov/pubmed/28622350
http://dx.doi.org/10.1371/journal.pone.0179435
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