IEEE Technology and Society Magazine - June 2018 - 36
Background Information
strategies of marketing, such as market research, market segmentation, market orientation, and relationship
marketing in order to achieve goals and objectives. In
the same way that businesses market their products
and services, politicians market themselves in order to
win elections. SNSs can provide detailed demographic
information about its users, which maybe the basis of
market segmentation.
Political advertising includes all means and technologies required to attract public opinion, and, eventually,
votes [25]. Facebook helps ease targeting through its
Social Ads. These ads allow campaigns to segment the
Facebook community by selecting users based on age,
gender, education, interests, relationship status, keywords, and political views.
Internet Use in Cyprus
As Figure 1 shows, two in three people in Cyprus (65.3%)
are frequent users of the Internet [22]. This percentage
is very high at young ages (96.3% in the 16-24 age
group and 86.5% in ages 25-34) and decreases with
age, especially after 45, reaching 30.4% in the age
group 55-64 and 15.2% in ages 65-74. High income
individuals use the Internet more frequently (90.3%
are frequent users compared to 32.1% in the low
income group), whereas students use the Internet
more frequently than workers (98.7% vs. 75.3%). A
lower percentage of unemployed people (66.3%) are
frequent users of the Internet, and a much lower percentage (29.2%) in the retired/
inactive population are frequent users.
Internet: Frequent Users
Total
65.3
Males
Most Popular Internet
Activities
67.0
Females
63.8
16-24
According to the same report,
the most popular Internet activities among the Cyprus population are "Finding Information
about Goods or Services," "Sending/Receiving Emails," "Participating in Social Networks," and
"Reading/Downloading News/
Newspapers/ Maga zines." As
these results suggest, online
social networking is a popular
Internet activity, and political
parties have a significant online presences.
96.3
25-34
86.5
35-44
78.1
45-54
56.2
55-64
30.4
65-74
15.2
Low
32.1
Medium
66.3
High
90.3
Students
98.7
Employees
75.3
Unemployed
66.3
Retired/Inactive
29.2
0
10
20
30
40
50
(%)
60
70
80
90
Political Parties and
Social Media
100
FigurE 1. Internet users in Cyprus. Source: Statistical service of the Republic of Cyprus
(2014) [22].
TABLE 1. Political parties' popularity on social media.
36
Party
Facebook
(# of Likes)
Twitter (# of
Followers)
YouTube
(# of Views)
FLICKR
Instagram
(# of Followers)
aKel
6924
1603
21008
-
114
DIsY
5462
2020
91944
√
-
eDeK
1602
712
6649
-
-
DIKO
1874
-
-
-
-
Green Party
233
400
7061
-
-
Citizens
alliance
2487
69
46670
-
-
IEEE Technology and Society Magazine
∕
Political parties as entities also
have accounts in social media.
Facebook, Twitter, and YouTube
seem to be used more extensively than Flickr and Instagram.
Among political parties in Cyprus,
Progressive Party of Working People (AKEL) has the highest number of likes on Facebook followed
by Democratic Rally (DISY) and
Citizens Alliance. On Twitter DISY
has more followers than AKEL,
and on YouTube DISY has the
highest number of views followed
by Citizens Alliance and AKEL
(See Table 1).
JUNE 2018
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