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Social media are now a routine part of political campaigns all over theworld. However, studies of the impact of campaigning on social platform havethus far been limited to cross-sectional datasets from one election periodwhich are vulnerable to unobserved variable bias. Hence empirical evidence onthe effectiveness of political social media activity is thin. We address thisdeficit by analysing a novel panel dataset of political Twitter activity in the2015 and 2017 elections in the United Kingdom. We find that Twitter basedcampaigning does seem to help win votes, a finding which is consistent across avariety of different model specifications including a first differenceregression. The impact of Twitter use is small in absolute terms, thoughcomparable with that of campaign spending. Our data also support the idea thateffects are mediated through other communication channels, hence challengingthe relevance of engaging in an interactive fashion.

Does Campaigning on Social Media Make a Difference? Evidence from candidate use of Twitter during the 2015 and 2017 UK Elections