Campaign 2.0: Analysis of social media utilization in 2014 Jakarta legislative election

Abstract

The advances in information and communication technologies are not only have revolutionized the society daily routine, but also offer a new way of interaction between community elements. In politics, the Internet has been used by political figures as a medium to interact with their constituents. Specifically, the social media have been enabling more interactive activities in political campaign. This research presents an analysis of social media usage in political campaign in DKI Jakarta legislative election in 2014. In detail, it explores the correlation between the votes gained by the legislative candidates and the social media that they used. Further, this research also recommend an application to support legislative candidate campaign in social media. The period when the survey was taken is 5-9 April 2014. In this period, the social media activities are observed in each legislative candidate pages or sites. This research shows that the usage of social media, especially Facebook and Twitter, is strongly correlated with the number of votes gained by the candidate. Therefore, we recommend the candidates to utilize the social media as one of their campaign strategies.