EFEKTIVITAS PENGGUNAAN MEDIA SOSIAL DALAM MENINGKATKAN ELEKTABILITAS CALON BUPATI DAN WAKIL BUPATI KABUPATEN MINAHASA SELATAN TAHUN 2024 (STUDI DI KECAMATAN MOTOLING KABUPATEN MINAHASA SELATAN)

Regional head elections serve as a vehicle for the public to exercise their right to vote for the best candidates who align with their expectations. Every candidate for regional head and deputy regional head aims to win the election in which they are participating. To succeed in this competition, all candidates employ specific winning strategies. Campaign strategies are crucial for election victories, whether in presidential or regional head elections. The advent of social media has enabled political information to spread rapidly and interactively on a massive scale. Consequently, political actors in many countries have begun utilizing social media for their political campaigns. Furthermore, social media facilitates engagement with first-time voters and does not require a large campaign budget. This study employs a qualitative research methodology involving field observations, online data gathering regarding government information technology policies—specifically the use of social media in South Minahasa regional elections—as well as an analysis of field findings and prior research relevant to the topic, followed by a focus group discussion. The targeted output is publication in a nationally accredited journal (Rank 6), supporting Sam Ratulangi University's strategic research plan and enhancing researchers' publication performance in the priority field of social sciences, humanities, and arts/culture, with a specific focus on policy, social aspects, and transportation economics. The study is at Technology Readiness Level (TRL) 3: proof-of-concept regarding critical functions and/or characteristics, established through analytical and experimental means. The technology utilized aligns with anticipated field requirements, and the necessary technology for data analysis is readily available in the North Sulawesi region. Keywords: Effectiveness, Social Media, Electability, Regional Head Elections