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Social Media Indicator and Local Elections in the Netherlands: Towards a Framework for Evaluating the Influence of Twitter, YouTube, and Facebook

  • Robin Effing
  • Jos van Hillegersberg
  • Theo Huibers
Part of the Public Administration and Information Technology book series (PAIT, volume 15)

Abstract

Social media has become a popular tool in the political landscape. As a result, it is of increased importance to evaluate social media campaigns of politicians. However, there is currently little knowledge how to measure and evaluate the influence of social media in political campaigns, especially at the local scale. This chapter is a step further towards the development of a theoretical framework and an algorithm that contributes to more reliable impact measurement of social media campaigns by politicians. The Social Media Indicator-2 framework and a related scoring algorithm are introduced to evaluate the influence of individual political candidates via social media on their social environment. The framework is tested by applying it in an empirical pilot study based on the local 2014 municipal elections in the Netherlands. We collected data for the political candidates and their parties in a pre-defined period and were able to relate scores to voting outcome. Positive correlations were revealed between social media contribution scores of politicians and their preference votes within the province of Overijssel in the Netherlands.

Keywords

Social Media Political Party Local Election Preference Vote Vote Outcome 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Notes

Acknowledgments

The research projects mentioned in this chapter are initiated, supported, and funded by the Social Indicator Consortium as a collaborative project from Saxion University of Applied Sciences, University of Twente and eLabbs in Enschede, The Netherlands.

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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  • Robin Effing
    • 1
  • Jos van Hillegersberg
    • 2
  • Theo Huibers
    • 2
  1. 1.Saxion University of Applied SciencesEnschedeThe Netherlands
  2. 2.University of TwenteEnschedeThe Netherlands

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