The social media in the Brazilian elections

21 October 2010

In two weeks Brazil will have a new president:  on one side Dilma Rousseff, Lula’s Chief of Staff and leader of the most recent main nationwide projects and, on the other side, José Serra, former Ministry of Health, from Fernando Henrique Cardoso government, who controlled the inflation in Brazil and brought economics stability for current booming times, are in the runoff vote.

The elections in Brazil have presented a new way to make politics in the country through social networks. All the candidates in the first round and the two candidates in the second round keep active profiles in all the channels like Facebook, Twitter and Flickr.

None of the candidates drew up a creative plan. Everyone just followed the cake recipe with profiles and campaign videos but, by the end of the first round, it is possible to make a deeper analysis of the behavior of them and evaluate which of them took over these tools.

Dilma was the candidate who most explored social network channels in number of profiles. She thrust the flag of PT Party on Orkut, Youtube, Flickr, Facebook, Twitter and Identica, but didn’t explore them as much as her opponents. She is the last in the number of tweets, for example, with only 327 posts. Jose Serra tops this rank with more than 3,200 messages, followed by Plínio, with over 2,600 messages and Marina Silva, with 2000.

Serra also leads the list of followers with 467 000 people in a profile created for other “Carnivals”. Dilma has achieved 240 000 followers in the first round, even not being so present in the micro blog. Marina comes the third position with 200 000, and Plínio with almost 48 000 people.

The communication, at least unusual, of controversial candidates, such as Tiririca and “Pear Women” also drew attention, but this is subject to a next post.

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