Israeli Parties and Party Leaders on Facebook during the 2013 Election Campaign

During the 2013 elections in Israel one of the major methods of interaction of the political parties and their leaders with potential voters was through their Facebook pages. These pages were followed for 50 days preceding the elections. For each page, 30% of the posts on the page were analyzed in terms of their rhetoric and subject. The largest number of the analyzed posts was intended for bonding with the audience, and unsurprisingly politics was the most frequent topic. The findings show that personal posts received the largest number of likes pointing to the personal nature of the elections. Findings were compared with results of analysis of the Facebook pages of the US Presidential candidates. Similarities were found, even though in Israel there is a party system and elections are not personal.