Increasingly, elections are played out on social networks, and the parties are very aware of this, even using artificial intelligence. For this reason, knowing who uses this avenue best is a really interesting aspect for understanding how the pre-campaign is going. Currently, Vox heads the Digital Power ranking of the official accounts of the national parties, with 80.1 points out of 100. The PSOE occupies second position, with 77.6 points, and the Partido Popular is in third place, with 72.8. The ranking measures the ability to connect with voters and lead public conversation on social media.
The gap between the first three formations and the rest of the ranking puts the focus on their individual scores. Podemos reaches 70.3 points, Frente Amplio gets 71.1 and Se Acabó La Fiesta records 74.7.
The differences between the official accounts and their teams
The comparison with the team classification shows that the score of the official account does not always match the average of the strongest profiles of each party. Vox gets 80.1 points on its own account, compared with 61.7 for its team, a difference of 18.4 points. In the PSOE, the official account reaches 77.6 points and the team, 68.7.
The PP shows a much smaller gap between the two measurements: 72.8 points for its official account and 72.7 for its team. In Podemos, the difference is 17.4 points, while in Frente Amplio it reaches 13.8. Se Acabó La Fiesta records 74.7 points for its account and 84 for its team, although this last figure comes from a single measured member and the tool itself warns of its low representativeness.
What the parties' Digital Power measures
The classification by official account applies to parties the same formula and scale that is used to measure people. The ranking by teams, on the other hand, calculates the average Digital Power of the ten strongest profiles among the members of each formation with institutional representation.
The volume of profiles measured also varies between parties. In the PP, 617 members out of a total of 975 have been analyzed; in the PSOE, 451 out of 784; and in Vox, 142 out of 219. Podemos has 15 measured members out of 32, Frente Amplio eight out of nine, and Se Acabó La Fiesta one out of one. These differences must be taken into account when interpreting the team results, especially when the sample is small.