El uso político de Facebook en las campañas electoraleslas elecciones autonómicas de Castilla y León de 2015

Abstract

Fast - paced changes in Digital Campaigning suggest that Social Networks seem to be, at least temporarily, the most imperative medium for political pa rties. The present report researches the treatment of the greatest popular network in the Spanish autonomous community of Castile and Leon, for both parties and candidates that ran for Autonomic Governments in the regional elections on 2015. Content analys is of the Facebook pages managed by these political parties, in the previous fortnight of the election day, was made, applying statistics to collected data. Little or no handling of Facebook by candidates was perceived, and a barely use of these pages by p olitical parties was also observed. Publishing specific contents (such as photo, video, news from other sites...) excluded the concurrent appearance of another specific content in the same post , as it was further acknowledged. Besides, in the regional electi ons that took place in 2011 and 2015, a positive association between Engagement Rate and Variation of Result was likewise demonstrated. Finally, political parties interacted with users employing a neutral tone and an informal approach.