Resumen de Attack, Interact, and Mobilize: Twitter Communication Strategies of Greek Mayors and their Effects on Users’ Engagement
Amalia Triantafillidou, Georgios Lappas, Alexandros Kleftodimos, Prodromos Yannas
The aim of the present study is to examine the communication strategies used by Greek mayors in Twitter across different periods of an electoral cycle (pre-campaign, campaign, and post-campaign). Moreover, this study tries to delineate the effects of Twitter strategies on users’ engagement and identify the most effective ones. To that end, a content analysis is performed on 32,810 tweets of Greek mayors for a six-year period. Moreover, quantitative metrics such as the number of favorites and retweets are also obtained for each tweet. Results suggest that Greek mayors mainly use Twitter as a press release bulletin board for dissemination of information about the main events taking place in municipality. Moreover, they also use impression management strategies to promote a distinct personal, political and professional image. Results also show that during different periods of an electoral cycle mayors utilize a different mix of Twitter strategies. Furthermore, aggressive (attacking opponents), interactive (direct communication), and mobilization (requesting feedback) strategies are found to be the most effective in enhancing followers’ attitude expression (favorites) and advocacy behavior (retweets). The present study provides valuable practical implications for social media political marketers as well as politicians.
