Abstract
Social media has gained considerable grounds in facilitating democratic processes in developing countries like Cameroon. Electorates now have an unlimited and uncensored chance to exchange views with candidates seeking election. This study examines the extent and nature of social media (Facebook, YouTube, Twitter and Instagram) use in the 2018 presidential election in Cameroon. A content analysis of candidates’ postings (July 13–October 30) was conducted. Results show that in September 2018, a month to voting, social media use was highest (104 posts). The two leading candidates, Paul Biya and Maurice Kamto, had a bulk of the posts, showing a correlation between social media use and candidates’ performance. As recommendation, candidates and potential voters should get acquainted with social media and their usefulness in influencing electoral processes.
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