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Social Media and Politics: Engaging and Influencing voters
Lookup NU author(s)
Professor Savvas Papagiannidis
Professor Hartmut Behr
Papagiannidis S, Stamati T, Behr H
Conference Proceedings (inc. Abstract)
British Academy of Management Annual Conference
Year of Conference
11-13 September 2012
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Although politicians may have often reacted slowly when grasping and adopting technological developments, they are gradually recognising the importance that technologies such as social media have and the opportunities and challenges they may give rise to. Political marketing and its electronic flavour in particular is an area of growing importance. Having a web site and organising a page on Facebook that were considered an innovation just a few years ago are now becoming an essential ingredient of any communication strategy. Undertaken effectively, online communications can yield much return. Undertaken poorly, they can backfire, creating irreversible damage to a politician’s profile.If such technologies are to have real impact, politicians need to engage continuously with users and not just on a per-demand basis. This argument forms the basis of the thesis to be examined in this research.
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