Social media allows political parties to reach voters by broadcasting messages, with voters able to directly engage by commenting, reacting, and sharing the post. Most national election studies reflect the development of political party’s communications by simply asking voters whether political parties have contacted them on social media. While election studies have shown an increase in reported contact, there are continued concerns that party contact via social media is under-reported, which affects our understanding of the impact of different campaign methods. One explanation for this could be that social media contact is perceived differently from more traditional forms of campaigning, such as face-to-face interaction. To explore this, our study surveys a representative sample of UK voters to examine how they define and perceive party contact across social media. Further, we provide insights into the form of online party communications, the platforms on which they are taking place and the potential for platform differences in how voters perceive online contact. By clarifying these perceptions, the research not only improves the accuracy of survey measures of party contact but also sheds light on how political parties can more effectively use social media to engage voters, generating insights that extend beyond the UK context.
