New digital technologies, including social media, create a new paradigm in political campaigns. Movements powered by social media have toppled governments and helped others to win elections, giving it a role in the new generation of political marketing campaigns (Ayakonya, Cullen, Cullitz, 2013).
The Democracy Development Program, funded by Konrad Adenauer Stiftung hosted a workshop on communication for effective political campaigning. The workshop targeted Political Parties – their communications and social media personnel and was held at Elangening Hotel on 26 February 2021.
The objectives of the workshop were as follows:
The place and role of social media as a strategic marketing tool in politics is becoming increasingly important and inevitable. More specifically, it is becoming the tool of choice in political communication and has notably been used successfully to drive collective action in social movements with unprecedented goals.
Social media has been used in the political context in the following ways: