Political Facebook use: Campaign strategies used in 2008 and 2012 presidential elections

Although there is increasing research about the influence of political use of social networking sites on audience members, few studies have examined the content in candidates' pages on these sites. To fully comprehend the impact of these online political messages, an analysis of the messages themselves is fundamental. The present study uses theoretical concepts from functional theory, political advertising, emotional appeals, and social endorsement to conduct a content analysis of the official Facebook posts of U.S. presidential candidates in 2008 and 2012 elections. Results demonstrate that John McCain and Mitt Romney attacked more, while Barack Obama acclaimed more. The Republican candidates used higher percentage of fear appeals, while Barack Obama used humor and enthusiasm in his posts. Implications are discussed.