SOCIAL MEDIA AND ELECTIONS IN TANZANIA: What makes a political post popular on social media?

Following our last month’s article on fake news in social media, this month we extend our analysis by looking at what makes a political post popular on social media. This question emanates from an observation that some political posts become more popular than others. However, delving into this, we need to ask how do we measure that a post is popular or not? There are a number of ways to gauge popularity including: (i) number of times the post has been disseminated – through shared, liked, retweeted, reposted, screenshot and spread onto other platforms; (ii) reactions from the government – whether explicitly or implicitly; (iii) public engagement – discussion of the same outside of social media such as in the streets, vijiwe (social gatherings), bars and traditional media such as in radio and newspapers.

SOCIAL MEDIA AND ELECTIONS IN TANZANIA: What makes a political post popular on social media?

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