Different uses of marketing tools Facebook and Twitter by Greek politicians during elections

In recent years, social media and specifically Facebook and Twitter have invaded dynamically the political arena. This study investigates possible differences in the use of Facebook and Twitter by Greek politicians as interactive marketing tools with their voters. It is based on content analyses of postings on Facebook and Twitter by three Greek politicians: Alexis Tsipras, leftist party; Fofi Gennimata, social democratic party; and Kyriakos Mitsotakis, conservative party. As for the results, the three candidates appear to be more active on Twitter than on Facebook. Theoretical and practical implications for political marketing area are presented.