IEEE Technology and Society Magazine - June 2018 - 38
may have taken place in the last few years and the
impact of the economic crisis on the use of social media
in elections. The results of this study may be used as a
benchmark for comparative studies in the future.
Further Exploration
Increasing Internet access in Cyprus has facilitated the
use of social media for political purposes. In the 2013
presidential election campaign, social media were used
quite extensively for dissemination of news, images,
political messages, and upcoming events. Some parties
and candidates had also begun to include newer technologies into their pages, such as Facebook application
tools (e.g., group membership), Google, and Facebook
ads. Even though social media, especially Facebook,
Twitter and YouTube, were widely used, their usage
involved primarily one-way communication instead of
also having elements of two-way interaction with voters
such as engaging in listening, responding to questions,
or allowing interaction.
Future research in this area could explore the evolving use of social media for political purposes in Cyprus.
Specifically, it might be studied how the economic situation after the 2013 elections may influence the use of
social media in future elections. Differences between
social media types and usage levels among political parties could also be analyzed. In addition, future studies
can also analyze not only frequency of usage but also
TABLE 2. Summary of interview results.
DISY
DIKO
EDEK
Green
Alliance
Which social
media were used
for promotion
strategy
Facebook
Twitter
Google ads
Facebook
Twitter
YouTube
Facebook
Facebook
Twitter
YouTube
Facebook
ads
apps
Reasons for using
social media
- penetrate into
age groups that
we couldn't do
through television
- they are relatively
inexpensive
- offer immediacy
- the ability to
express political
views and
opinions online
- interact with the
others (online
expression
through posting)
- Dissemination
of positions of
eDeK
- see what is
written about
eDeK
- To create online
presence
- uploading
promotional
materials
or political
massages
To directly
communicate
with people
Benefits
for political
campaigns
through social
media
you can locate and
send your message
in the age groups
that you hardly can
achieve through
television
the direct
interaction with
young people
- no cost
- divert new
through social
media
- educate young
people about the
political reality
- Direct interaction
with young
people
spread their
campaigns using
targeted tools and
demographics
- interact with
anyone, anytime
- pass his/her
positions in the
wider public
through social
media
- Fast information
spreading political
messages about
the political
parties
Yes
Why social media
are important
38
Are more efficient
for targeting
specific groups
of voters than
traditional media
Yes
No
Yes
Marketing tactic
to mobilize young
people 18-29
years old
- More bright colors
- advertisements
on YouTube
- advertisement
wording adapted
for young people
Having a social
media page
Promote events or
statements
Do social media
help track voters?
To some extent
No, it is illegal and
unethical
No
IEEE Technology and Society Magazine
Yes
Hotspots, free
Internet
"MPOROUMe"
method
No
∕
JUNE 2018
Not track, grouping
people
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