Campanha eleitoral nas redes sociais: estratégias empregadas pelos candidatos à Presidência em 2014 no Facebook

This article analyzes the strategies employed by the three leading candidates in the 2014 presidential elections - Dilma Rousseff, Marina Silva and Aécio Neves - on social media. The paper uses Facebook as analytical base. The analysis addresses the models proposed by Figueiredo et al. (1998) and Albuquerque (1999) to observe traditional strategies and suggest other strategies that are common on the Internet (Williams and Gulati, 2013; Bor, 2013; Jensen and Dyrby, 2013). Quantitative content analysis is the methodology used to analyze the 90 days that make up the first round of the election campaign in Brazil. A sample of 803 posts is evaluated. The results indicate that the mobilization strategy (online and offline), merged with the candidates’ agenda, is predominant on Facebook.