Campaign 2.0: An analyze of the utilization social network sites of political parties in Indonesia

Information technology especially social media such as Facebook, Twitter, Youtube, and Flickr have significantly transformed by changing communication and political views in many country. Campaign become more interactive because of the dissemination of information and two-way communication between parties and voters. Social media have some characteristics in online campaign like trust, relationship, value, loyalty, and world of mouth. Because of that parties are forced to make a new strategy in online campaign. This paper explain the use of social media by parties in processes of 2014 Indonesian general election. The research conducted from October 2012 until Januari 2013 to see the utilization of social media and its relationship with the final result of verification 2014 general election. This research also analyze the differences of utilization of social media between big parties (parliamentary treshold) and small parties. The analyze of social media is also examine the relationship between each variable like trust, relationship, value, loyalty and word of mouth. This research found that Gerindra have domination on Facebook account and Youtube channel. In addition Twitter activities of the party of PKS and Flickr account of the party of Golkar have domination compared to other parties. Research also confirmed that big parties and parties that passed the verification are more active on social media than other parties.