OKO.press overthrow the network myths about the EP elections in Poland

June 3, 2019 | General
Analysing the political party campaigns on Facebook in Poland, European Coalition fought for the young, PiS defended the Poles against the external evil, the Confederation frightened foreign claims.

In the network, it can be seen that the campaign’s party activity was different from the common post-camp experience. This does not mean that the impressions are untrue, but that the voters have received completely different content than those put on by party electoral staffs.

PiS won the elections to the European Parliament, leaving the Internet on the side of its main activity. The European Coalition was strong on Facebook, and yet it lost. However, the Confederation most disappointed on social media – it spent the largest amount of money on FB in Poland, last week the number of its fans and their activity grew at a crazy pace, and yet the nationalist coalition did not exceed the electoral threshold.

Each party had its own concept of promoting itself on FB. The European Coalition bet on advertising for small amounts, quite narrowly targeting. That’s why there were so many ads – they were addressed to different groups of recipients.

PiS had much less advertising (102) and spent almost 100,000 PLN less on it than the Coalition. The party was advertising in a more traditional way, although it also used the possibility of targeting advertisements to the most important groups of recipients.

Spring has put on the colour graphics and spots with the statements of ordinary people, especially young people, women, and also seniors. It has made an impression of diversity and authenticity. As a rule, Spring did not promote its candidates, it only showed its voters. 

The activity of empty accounts conquered the Confederation’s results on Facebook, of course – but it did not help this party to overcome the electoral threshold. As you can see: fake accounts really do not vote in the election. Anna Mierzynska, OKO.press, checked 100 reactive accounts under two popular Confederation posts. It turned out that as much as 40 percent of the accounts were … empty.

PiS and Confederation attracted users’ attention with fear. It is a simpler way, but also not always effective, as the Confederation has seen.

Finally, PiS achieved its electoral success not thanks to advertising on FB, but thanks to the activity in the real world. Online advertising is always just one of many campaign tools. If there is a lack of consistency between the promotion on the web and the activity of the party in other spaces, the internet does not become a wonderful recipe for catching up with the remaining political deficiencies.