PartySOME: A comprehensive dataset on political parties’ SOcial MEdia activity

Abstract

What motivates political parties to use social media, and how does this usage correlate with outcomes such as party success? As social media platforms have become increasingly important for political communication, these questions have gained prominence in the literature on both party politics and social media politics. In this paper, we contribute to these discussions by introducing a new dataset on the social media activity of 498 political parties across 37 countries on four platforms, Facebook, Instagram, Twitter, and YouTube, from account creation to the end of 2023. The dataset provides rich aggregated data on posting volume and timing, enabling the study of long-term patterns in platform adoption, communicative patterns, and parties’ online activity. The paper presents the data, provides descriptive and inferential findings on how political parties engage with social media, and outlines several research avenues enabled by this dataset.