Analysis of presidential candidates' facebook profiles during the election period: what type of communication tools do the politicians apply?

Contemporary information technologies open new possibilities for political communication. Social networks are among the most convenient methods for political self promotion in the current age of technology. Currently, most popular network is Facebook, which is extremely appealing to political figures. Considering that many politicians communicate via Facebook, this thesis analyses what communication tools are used to attract attention during the election times (before 2014 Lithuanian Presidential elections). The aim of this thesis, based on performed research of political communication, marketing strategy review and analysis of social media tool use for political communication, is to understand what communication tools are used by Lithuanian politicians before the 2014 Lithuanian Presidential elections. To understand what communication tools are used by Lithuanian politicians, the research was carried out in two phases. Using quantitative methods and qualitative content analysis, post made by 7 candidates during the period of 2014 March 17 to 2014 May 24 were analysed. Every message was allocated to one of the twelve marketing strategies. Research revealed that politicians actively use strategies of political marketing, with several shortcomings standing out (avoidance of agitation for active voting, requests for sharing and liking of the posts). Research thesis has been approved/confirmed by the most popular strategy of common interest among all candidates, however in many cases their communication differs. For the politicians to improve their communication, suggestions are being provided based on the successful examples of B. Obama and M. Romney political marketing strategies in Facebook