Abstract— 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.

I. INTRODUCTION ampaign basically aims to change public opinion by providing information that may affect the voting decision [1]. Use of information

technology such as web and social media such as Facebook and Twitter has changed the conventional campaign process to become more interactive and has a wider range of information. Electronic campaign or e-campaign is the use of information and communication technologies by the actors involved

(such as politicians, political parties, candidates, communities, NGOs, mass media, etc.) that aims to involve the community to the formation of public opinion [2]. Social media is as a web service that lets users create their own profiles and user can decide for themselves with whom the user want to connect [3]. There are some characters that make social media increase the political participation. Characters of the social media are trust (confidence), perceived relationship (relation), perceived loyalty (beliefs), perceived value (interaction) and perceived word of mouth (positive or negative sentiment) [4].

The use of social media such as Facebook, Twitter and Youtube are increasing, this also supports the changing pattern of political communication in the campaign process. Research in California suggests that there is a strong relationship between online and offline public participation [5]. The same thing also happened in Texas [6], Australia [7], Kenya [8] and Canada [9] which states that the use of social media proved to increase public participation in politics. Other studies suggested that the increased online participation does not necessarily increase political participation than traditional campaign process [10] in the France [11] and Australia [12] case. Another study stated that the number of interactions conducted in social media is directly proportional to the voice results obtained [13] and it can predict the election outcomes [14] - [15] - [16]. However, this case needs further study because other studies have shown that social media can not consistently predict the outcome of the election [17] - [18].

The rapid development of the use of social media surely can not be separated from the development of internet usage in the country. In 2008 the number of internet users is as high as 30 million people or about 13% of the population in Indonesia [19]. In 2012 its development nearly reach twice from before, with an estimated 62 million users, or about 23.5% of the total population [20]. Although the penetration of Indonesian Internet users not similar to Americans who reach 245.203.319 users (78.3%) and Korea who reached 40,329,660 users (82.5%) [21], but these figures show significant changes and it can be used in

Campaign 2.0 : An Analyze of the Utilization Social Network Sites of Political Parties in Indonesia

Fahri Amirullah, S.Komp, Dr. Yani Nurhadryani, S.Si., MT Department of Computer Science, Bogor Agricultural University

Email: fahriamirullah@gmail.com, yhadryani@ipb.ac.d

C

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TABLE 1 SOCIAL MEDIA ASSESSMENT VARIABLE

NO Social media Variable 1 Facebook total like

total talking about 2 Twitter total tweet

total follower total following

3 Youtube total video total subscribe total views

4 Flickr total foto

many ways such as political communication strategy that enhances the quality of democracy in Indonesia.

The case of verification of political parties in the 2014 elections by the Election Commission is taken as a case study, this research explores the use of social media by political parties to analyze each social media variables from the official accounts of political parties that passed the first stage of 2014 general elections participant verification. The research also analyze the variables of social media through social media characteristics that refer to Attiya et al [4] research. Furthermore this study also aims to determine differences in the use of social media by a large party (parliamentary threshold) compared to the other party and its influence on the final results of political parties verification in the 2014 elections. The terms of the parties in this study refers to the party's parliamentary threshold who have seats in the Parliament because it exceeds the minimum amount of votes (2.5% votes) in the 2009 election. The parties are PDIP, Golkar, Hanura, PKS, PPP, PKB, Gerindra, Demokrat and PAN [22].

II. METHODOLOGY

A. Analysis of Social Media Activity Social media accounts search is done by using

search facility and also name and acronym of the party as keyword in the social media. For example, for Facebook, the search is done on the search box on Facebook Page. The same thing was done on Twitter, Flickr and Youtube. For a political party that includes the official social media accounts address on the web, the existing account address on the web will be analyzed.

Social media analysis is done by analyzing the activity of Facebook, Twitter, Flickr and Youtube (Table 1). Analysis of the social media activity of political parties is done on a weekly basis since October 2012, which is stayed as an early stage of political parties verification until the end of January 2013 after a political party who is qualified to be 2014 general election participants is passed. Data shown later is the final data obtained at the end of January 2013. We felt that time range for this research that has been determined was sufficient regarding purpose of research and case of reseacrh which is verification period of 2014 general election participants.

B. Social Media Characteristic Analysis Analysis of the characteristics assessment variable

of social media conducted by categorizing the variable into a character assessment of social media. Then the relationship between the characteristics of trust (confidence), perceived relationship (relation), perceived loyalty (loyalty), perceived value (interaction) and perceived word of mouth (user sentiment) will be analyzed [4]. Each social media

variable classified into social media characteristics based on heuristic achieved by our observation.

C. Spearmen Correlation Test Correlation test is performed on the data to prove

the results of social media character analysis after a social media assessment variable grouped based on the character of social media framework.

D. Recomendation The results obtained from the assessment, combined

with the literature studies which has been done and after that, a recommendation to the political parties will be made. The recommendations will make the political parties become the user guide of the use of social media campaign to improve the quality of democracy in Indonesia.

III. RESULTS

A. Analysis of Social Media Activity The use of social media in Indonesia, especially

Twitter and Facebook in 2012 reached 17.72% and 11.39% [23] - [24]. Even the number of tweets recorded in Indonesia ranks third in the world [24]. This significant increase should be utilized by the government in particular to improve the quality of democracy in Indonesia. Research conducted by Ndavula and Mberina [8] in Kenya even recommend social media to be one of Kenya's 2030 vision in an effort to increase democracy. The use of social media by political parties in Indonesia is dominated by Facebook with a number of 27 accounts (80%) of political parties. This number is quite high compared to other social media compared in this study (Table 2). TABLE 2 PERCENTAGE OF THE NUMBER OF PARTIES

WHO USE SOCIAL MEDIA FROM 34 POLITICAL PARTIES

No Social media total Percentage 1 Facebook 27 80% 2 Twitter 19 55% 3 Youtube 13 38% 4 Flickr 6 17%

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1). Facebook The assessment results of Facebook as a

communication media and an online campaign showed that 27 of the 34 political parties (80%) have a Facebook Fan Page. Gerindra become a party that has the highest number (809.224 like and 152.912 talking about) of like and talking about among the other parties at the end of January 2013. Research also shows that since October 2012 Gerindra get most of the increase in the number like, 58.206 like in November, 158.303 in December, and 396.339 like in January 2013. The research also showed that the other major parties dominate the use of Facebook by getting a number like and talking about more than the other party.

This study showed that the number of like and talking about which obtained by the political parties as a form of political participation by the community is still very small compared to the number of Facebook users in Indonesia. The number of Facebook users reached 51 million users, Gerindra who obtained the highest number of like only gained 1.5% of the total Facebook users in Indonesia. The highest amount of talking about that Gerindra get is only 0.2% compared to the total Facebook users in Indonesia. Political participation which is characterized by the number of people who like and talking about the Fan Page of political parties should be appreciated and utilized so that the amount and form of participation can be increased.

The big parties which are also a party that passed participant verification in 2014 general elections are proved to get the number of like and talking about higher than the other party. Research also shows that age has no effect on the like and talking about that the party obtained. For example, big parties like PPP, Demokrat and Hanura are getting fewer numbers of like and talking about than the new party such as Nasdem (established in 2011) which stays at number 4 after PKS, PDIP and Golkar.

2). Twitter Use of Twitter research by political parties showed

that as many as 19 (55%) of the 34 political parties in Indonesia have an official Twitter account. Big party and the party that is qualified as participants in the 2014 general elections will almost certainly have a Twitter account. Based on the number of tweets studied, PKS became the party that has the highest number of tweets than the other major party. The party with the highest number of tweets were still dominated by the other major parties which is also a party that participated in the 2014 election.

This study shows that community participation is characterized by the number of followers which obtained by political parties accounts is still very low compared to the total of Twitter users in Indonesia. Twitter users in Indonesia already reached 19 million users, the highest number of followers gained by PKS is only about a total of 0.17% of Twitter users in

Indonesia. Big parties are also a party that passed participant verification in 2014 elections proved to get the number of followers higher than the other party. Research also shows that age has no effect on the number of the party's followers. Big parties such as the Demokrat and Hanura get fewer followers than the number of new parties such as Nasdem who stays at 5th after Gerindra, PDI-P and Golkar.

3). Youtube Use of Youtube research by political parties in

Indonesia showed that as many as 13 (38%) of the 34 political parties in Indonesia have official Youtube account. All the major parties and the participants of 2014 general elections have confirmed the official Youtube account. This proves the dominance of the big party in the use of social media not only on Facebook and Twitter but also on Youtube compared to other smaller parties.

Research shows that political parties Youtube account is still lacking in terms of maintenance. It can be seen from the renewal of the uploaded video, only the PDI-P, PKS, SRI, Hanura and Demokrat are updating their video in the time of the assessment. Even Gerindra who get the highest view, only upload their video on June 19, 2012. Although the highest percentage of total views obtained are still very small compared to the total Internet users in Indonesia (1.96%), but this is a good as start in Indonesian politics to have begun to use YouTube as a social media campaigns than others social media. 4). Flickr

The use of Flickr Research by political parties in Indonesia showed that as many as 6 (17%) of the 34 political parties in Indonesia have official Flickr account. Use of Flickr research by party can not be analyzed as a form of interaction because the activities under this study are limited to the number of photos or videos which were uploaded. This study showed that Golkar was the most dominating political parties that use Flickr with a total of 200 photos uploaded. This study also showed that 5 of the 6 party who is also the political parties in the 2014 elections has an account except the Republikan Party.

The results also indicate that the political parties Flickr account is still lacking in maintenance. Nasdem becomes a political party who is the most recently upload photos in the Flickr account on October 21, 2012. Golkar upload most photos and even uploaded the recent photos on September 21, 2011. These results indicate that in general the political parties in Indonesia have not optimilized the use of Flickr as an online media campaign.

B. Social Media Characteristic Analysis This study categorizes the number of images, videos

and tweets as a form of trusts character because they stand as the source of campaign which clearly fit one of the criteria for conventional campaign [25]. Number of like, view, and following and follower

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categorized as a form of perceived relationship, while the number of talking about, follower, and subscribe is in the perceived values because it is considered as a form of user interaction that potentially affect the voting according to the character of conventional campaign [26]. Number of followers categorized into two characters as judged represents the relations and interactions on Twitter.

Word of Mouthtotal tweettotal talking about

Word of Mouthtotal tweettotal talking about

Trust

Relationship

Value

TwitterT1. total tweet

TwitterT1. total tweet

YoutubeT2. total video

YoutubeT2. total video

FlickrT3. total photo

FlickrT3. total photo

FacebookR4. total like

FacebookR4. total like

YoutubeR3. total view

YoutubeR3. total view

TwitterR1. total followerR2. total following

TwitterR1. total followerR2. total following Facebook

V3. talking aboutFacebook

V3. talking about

YoutubeV2. subscribe

YoutubeV2. subscribe

TwitterV1. follower

TwitterV1. follower

Fig. 1. Relationship of social media’s variable that classified to characteristics

Number of tweets and talking about categorized as perceived word of mouth because this assessment is roled to see and convey the sentiment of the people who delivered the party. Apart from the obvious sources, one of the criteria is the campaign was open and the contents can be argued [25] so that through social media interaction facilities which are represented especially by a tweet from the party and talking about the Fan Page sentiment can be facilitated. One of the drawbacks of social media assessment variables which is studied is that it cannot be able to detect the user loyalty to a political party through social media. So in this study, none of the assessment variables considered in the perceived loyalty.

C. Spearmen Correlation Test After each variables of social media clasified

refering to its characteristic framework (Figure 1) we conducted correlation test to observe the relationship. Correlation test results showed that there is a real relationship between the character of social media after the test of correlation is done on each variable of social media (Table 3).

TABLE 3 CORRELATION OF SOCIAL MEDIA CHARACTERISTICS

Hypothesis R value Correlation Conclusion (H1) T1, R1 0.839 Very significant accept H1 (H2) T1, R2 -0.003 Not significant reject H2 (H3) T2, R3 0.413 Significant accept H3 (H4) R1, V1 0.002 Not significant reject H6 (H5) R3, V2 0.583 Significant accept H5 (H6) R4, V3 0.852 Very significant accept H6

The correlation between number of tweets (T1) and

followers (R2) which is significant (See H1 in Table

3), shows that interactions which occur must begin with a lot of number of tweets that affects many people to interact. The same thing happened with a number of videos (T2) which is significantly correlated with the number of views on Youtube (R3) (See Table 3). Refering to its characterisitc framework (Figure 1) and correlation formed, we can conclude ‘trust’ that represented as total tweet and total video on Youtube is directly proporsional with ‘relation’ characteristic because the total is related. Further correlations were obtained from the relationship between view (R3) and subscribe (V2) which signifies that there is a real connection of the formed relationships which will influence the amount of interaction that occurs (See H5 in Table 3). Based on correlation formed, we can also conclude ‘relation’ that represented as total like on Facebook and total subscribe on Youtube is directly proporsional with ‘value’ characteristic because the total is related. This study also proved that following which is a form of interaction that is initiated by the political party does not affect the relationships and interactions that occur. It means 'relationship' business which is performed by the parties does not affect the interactions that occur (See H2 and H4 in Table 3).

after each variables clasified to its characteristic framework and correlation test formed we conclude that characterisitic of social media related among each other. for example total video that represent 'trust' is directly proporsional with total view acquired ('relation') and total subscribe for its political party Youtube channel ('value'). It means that correlation test results showed that there is a real relationship between the character of social media after the test of correlation is done on each variable of social media (Table 3).

IV. RECOMENDATION Assessment results show that political parties in

Indonesia have started using social media in the online campaign. Despite this amount of activity studied was very small compared to the number of users of social media or the total internet users in Indonesia, The more number of Internet users and social media every year is increased, it should make political parties design a specific strategies to use social media as one of the campaign tool. Strategies such as the use of Youtube to record all of the activities conducted by the parties like Obama’s successful campaigns as well as Twitter and Facebook to interact directly as a medium that is easy to use by the public. If the activities and interactions are high then it will certainly impact on different things like the quality of democracy and public participation in government’s programs.

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TABLE 3 RESULT OF MEASUREMENT OF SOCIAL MEDIA’S VARIABLE FROM 34 POLITICAL PARTIES

Name Facebook Twitter Youtube Flickr

like talking about tweet follower following video views subscribe last upload foto last upload PDK - - - - - - - - - - - NASDEM 8904 462 7245 6413 236 5 14666 28 7-Sep-11 9 21-Oct-12 PDIP 25406 1761 7002 8973 393 4 1960 12 30-Jan-13 7 16-Oct-12 PKDI 190 2 - - - - - - - - - KONGRES 18 0 0 8 80 - - - - - - SRI 1284 51 3213 2304 11 69 6062 25 30-Jan-13 - - PKB 911 130 456 682 53 9 1680 3 19-Sep-12 - - PBB 414 9 129 165 12 11 2177 2 15-Mar-12 - - HANURA 3190 192 189 1372 9 30 14505 18 12-Jan-13 - - PAN 5119 81 24 186 1 9 7278 9 27-Oct-12 - - GOLKAR 12531 163 7681 7686 83 49 12716 16 21-Sep-11 200 21-Sep-11 P PAKAR 564 3 185 213 828 3 27272 13 15-Jun-12 - - PNI M - - - - - - - - - - - PKS 14157 5078 10232 33126 154 699 578999 795 28-Jan-13 24 17-Apr-11 GERINDRA 809224 152912 5100 12966 178 104 1214465 910 19-Jun-12 0 - PDP 19 0 - - - - - - - - - P BURUH - - 2 113 6 - - - - - - PKDPI 78 2 782 227 1082 - - - - - - DEMOKRAT 2381 173 1718 5131 920 24 21833 23 12-Jan-13 - - PDS 4450 0 976 11 12 24 49541 3 13-Mar-09 - - REPUBLIKAN 221 2 - - - - - - - 21 19-Mar-09 PNI M - - - - - - - - - - - PKPB 783 21 - - - - - - - - - PPP 506 45 200 405 11 - - - - - - PPDPI 114 1 - - - - - - - - - PPDI - - - - - - - - - - - PKNU 75 2 - - - - - - - - - PKBIB 1195 25 555 426 182 - - - - - - P REPUBLIK - - - - - - - - - - - KEDAULATAN 5 0 23 42 73 - - - - - - PPN 263 10 - - - - - - - - - PBI - - - - - - - - - - - PPRN 212 7 - - - - - - - - - PNBKI - - - - - - - - - - -

Big parties

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V. CONCLUSION This study shows that the political parties have been

using social media in the campaign process during the verification process. Facebook has become the most widely used social media (80%), followed by Twitter, Youtube and Flickr. The results also indicate that the political parties have not been able to maximize the use of social media as a suggestion that characterized the campaign as well as the interaction of a number of activities that occur have a very small percentage compared to the total Internet users in Indonesia, particularly social media.

Correlation tests which were conducted shows that the linkages of social media variables are categorized on the character of social media because they have a significant relationship on every level. Further results showed that the major parties will almost certainly have an official social media accounts and also dominate the assessment results. These results proved that there is a positive relationship between the use of social media by political parties with the end results of verification.

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