Can Social Media Predict Election Results? Evidence from New Zealand

The importance of social media for election campaigning has received a lot of attention recently. Using data from the 2011 New Zealand General Election and the size of candidates’ social media networks on Facebook and Twitter, we investigate whether social media is associated with election votes and probability of election success. Overall, our results suggest that there is a statistically significant relationship between the size of online social networks and election voting and election results. However, the size of the effect is small and it appears that social media presence will therefore only make a difference in closely contested elections.