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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...
Autores principales: | , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Public Library of Science
2017
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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. |
format | Online Article Text |
id | pubmed-5473593 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2017 |
publisher | Public Library of Science |
record_format | MEDLINE/PubMed |
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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