EN
The use of social media by the Polish political parties to communicate with internet users as potential voters in 2013, which was a year in which no nationwide election campaigns took place, shows the real level of consciousness of the main political parties as well as specifi c nature of communication through social media. Qualitative analysis, results of an on-line survey and focus group study composed of specialists in political science and public communication shows that political parties fail to take an advantage of social media as a tool to create solid and long-lasting relations with potential voters. They want to push their own content without creating a dialogue with the user.