Social networks in political campaigns: Facebook and the congressional elections of 2006 and 2008

This study examines the early adoption and dissemination of emerging technology tools in campaigns by analyzing which candidates were the most likely to adopt and use Facebook in the 2006 and 2008 elections to the US House of Representatives. The research hypotheses draw primarily from the diffusion of innovation literature. Our analysis of 802 candidates in 2006 and 816 candidates in 2008 indicates that Facebook adoption diffused rapidly between 2006 and 2008, with party (Democrats), competition, money and the level of education in the district explaining both adoption and implementation. Challengers and candidates for open seats were more likely to be early adopters, but incumbents used Facebook more extensively. Both higher adoption rates by peers or competitors in the candidate’s own state and a propensity to adopt earlier campaign technologies are strong positive motivators for early adoption, but irrelevant to usage.