Nowadays, social media is becoming one of the most popular forms of communication. People spend their time online on these networks discussing, sharing and experimenting. These new channels have also drastically changed the marketing world. Indeed, more and more businesses use social media as a marketing tool.

This thesis will give insight into the actual situation of a constantly changing and evolving topic: social media marketing. Indeed, just being on social media is not enough to really benefit from them; one really needs to understand how to use them in order to make this presence a success. First, social media will be discussed on a general level. Then, the research will focus on how to use social media in politics.

The research will be divided into two parts, in order to reach the two main interest groups. First, quantitative research will be conducted, through a survey made available to participants. Then, qualitative research will be conducted, by interviewing several politicians and political parties in two different countries. Then, the results will be compared first with each other, and then with the literature reviewed.

The main results have raised new concepts and issues. Citizen’s expectations are totally different when they are on social media than when they advertise to specific target groups through the mass media. They are searching something different, such as honesty and transparency. They are active on social networks with the hope of getting new perspectives and different points of view. They are more critical and wish to get new opportunities that mainstream media cannot offer.

The purpose of this thesis is to get an update of the situation at a general level, but as well to compare people’s expectations and reluctances with the actual practices of politicians and political parties on social media. This is intended to help improve their digital marketing and campaigning on these networks.