This conference paper reported the main results of a study that examined the use of social media by political parties and individual candidates in Scotland during the five weeks preceding the 2010 UK General Election. The paper presented the key findings from a content analysis of over 11,700 posts appearing on over 200 blogs, Facebook pages and Twitter accounts belonging to parties and candidates contesting the election.
BAXTER, G. and MARCELLA, R. 2011. Does Scotland 'like' this? The use of social media by political parties and candidates in Scotland during the 2010 UK General Election campaign. Presented at the 3rd Information: interactions and impact conference (i3 2011), 20-23 June 2011, Aberdeen, UK.