Strategies that political actors use on Facebook during campaigns in Kenyas general elections

Abstract

For the longest time now political actors have switched to using Facebook in the electioneering process. Facebook use has increased immensely over the last couple of decades as opposed to mainstream media, which was used in advertisements and marketing individuals during the electioneering process. The objective of the study was to explore strategies that political actors use on Facebook during campaigns in Kenya’s General Elections. Sample size was 380 registered voters and 92 MCAs calculated using Kathuri and Pals sampling table. The study used mixed method in carrying out the study. The study findings revealed that huge number of political actors use Facebook during political campaigns as indicated by over 95% of respondents. Additionally, the study revealed that a large percentage (77.0%) agreed that social media messaging can aid political aspirants’ victory in an election, the messaging strategy can increase votes, and use of propaganda as a strategy can influence voters positively and the strategy of choosing the mode of communication was useful in elections. Thus, is a positive relationship between strategies and success in the electioneering period? In conclusion, the use of Facebook as a company strategy was found to positive influencing the success in the election process. The study recommended that political actors and policy makers should embrace the use of Facebook in the field of Information Communication Technology for them to experience success during electioneering period. Also, larger Journalism and Mass Communication fraternity in incorporating social media in their overall strategy.