TWEET MANAGEMENT IN POLITICAL COMMUNICATION: How a Political Party Buzzes on Twitter

Abstract

The digital transformation of political engagement has compelled political entities to adopt sophisticated social media strategies. This study examines the Gerindra Party's Twitter management via its official handle, @Gerindra, which has served as a primary vehicle for political communication since 2011. Utilizing the social media campaign framework proposed by Susan Sweeney and Randall Craig, this research explores how a political organization transitions from organic participation to a highly professionalized "buzzing" operation. Adopting a qualitative approach through in-depth interviews and documentary studies, the findings reveal that @Gerindra evolved from a grassroots cadre initiative into a specialized digital division. The core of this management lies in sustained interaction; administrators are tasked with maintaining a perpetual dialogue with followers to cultivate reputation and constituent loyalty. The strategic efficacy of this medium was notably demonstrated in the 2014 Legislative Election, where the party attributed approximately 5-10% of its total vote share to its Twitter-driven engagement. The analysis, structured through Sweeney and Craig’s conceptual lens, identifies three critical phases. First, Planning, which involves precise demographic targeting (predominantly males aged 18–25). Second, Implementation, utilizing a dual-track strategy: a "gradual ramp-up" to sustain long-term relationships and a "big bang launch" to maximize interaction intensity during peak electoral periods. Third, Monitoring and Evaluation, where the party utilized metrics from platforms like Twtrland.com to calibrate performance. Beyond the existing framework, this study proposes an expanded model for political social media management. It suggests that effective "buzzing" requires a robust internal structure consisting of (1) a collaborative work system, (2) specialized recruitment and division of labor, and (3) standardized technical workflows. This research provides a comprehensive blueprint for understanding how political parties can leverage microblogging platforms to bridge the gap between institutional agendas and digital constituent behavior.