The massive increase in conversations around the topic “Bundestag elections” shows that the election campaign is in the hot phase – with an increase of over 100% in the last few weeks before election Sunday and a significant increase in mentions as election day approaches, there is clear public interest. This applies to both social media and online news.

A look at the evaluation of the top issues shows what moves people. Here we find both the major parties and chancellor candidates as well as formats such as the TV trill or scandals, surveys, and trends that have caused a particularly large number of public discussions.

Of course, the question still remains: How is the mood in the country? Across all channels, a rather critical picture emerges with a predominantly negative tonality, especially in online news, on Reddit, and in comment columns and forums.

However, an evaluation of the emotions and emojis expressed provides a glimmer of hope. Here, positive contributions predominate – which are probably due to supporting or advertising contributions or simply expressing people’s hope for a – in their eyes – positive outcome of the 2021 federal election.

Social Media Offers News 24/7

News on social media is round the clock, whether it is broadcasted in English or another language, it becomes convenient because you can add subtitles to videos online to better understand the message. One of the reasons why social media is so important in politics is the speed at which news, polls, and rumors can spread. While in the pre-internet era we had to wait for the next newspaper or television news, today we are provided with breaking news around the clock.

Social media has taken this development a step further. Although numerous websites provide the latest news 24/7, most people spend more time on social media platforms like Facebook and Twitter than on legitimate news or political websites.

As a result, you will see all the latest news and opinions shared by your friends every time you log into your social media accounts.

The influence of polls

Political polls are an important part of any campaign. They are often confusing because multiple surveys are often presented on the same day with conflicting results.

As with other types of political news, the internet has also greatly increased the number of poll results we see every day. Social media has accelerated this trend. Not only are the results of surveys published on social media sites, but you can also even take part in Facebook surveys yourself.

Poll results have a huge impact on elections. This applies even if they are falsified. A survey can be a self-fulfilling prophecy. For example, if people think that a candidate is clearly ahead in the race, they might conclude that voting for the underdog is pointless.

With the daily and non-stop release of the latest poll results on social media, there is tremendous pressure on candidates to set themselves apart from their opponents.

Read also: Goals, Target Groups, and Channel Selection in Politics

Direct interaction with politicians

One of the positive impacts of social media on politics is the ability for voters to more easily engage with candidates and elected officials.

In the past, this required participation in an election event. But not everyone has this opportunity.

Thanks to modern technology, participation in virtual events are now possible without any problems. Live streaming events offer the opportunity to exchange ideas with politicians and candidates.

Demographics and Targeting

Targeting is used by the entire advertising industry to ensure that ads and messages reach the right audience.

This practice is also common in politics. In the age of social media, politicians and incumbents are able to conduct targeted and well-targeted election campaigns.

If a candidate wishes to address the concerns of women, students, retirees, foreigners, or any other constituency, the message can be tailored and published.

Just like advertisers, politicians and political candidates can engage in social media marketing, for example, to use analytics and targeted advertising on Facebook. So if you notice political messages that seem to speak to you personally, it’s no coincidence.