Digital Toolkit

About the Digital Toolkit

Welcome to the Digital Toolkit, a web-based resource designed to support election experts and enhance social media monitoring and digital ecosystem observation during EU Election Missions.The Digital Toolkit is designed to support EU Election Mission Core Team Members in particular Social Media Analyst (SMA) and Media Analyst (MA) through:

Dynamic Web Source

A user-friendly, interactive website designed to serve as a comprehensive central hub for a wide array of resources, including informative documents, multimedia content, and up-to-date materials.

Tailored Support for EU Election Missions

Step-by-step instructions for setting up Social Media Monitoring (SMM) projects, ensuring a harmonized and consistent approach across missions.

Comprehensive Methodological Hub

A repository of EODS-drafted documents, with links to EU divisions and major election organizations, promoting knowledge-sharing & best practices.

Transparency Tool

This Digital Toolkit provides an overarching view of the European Union’s approach during Election Missions, enhancing transparency and fostering collaboration with other organisation

Social Media Analyst (SMA)

The EU Social Media Analyst employs a range of complementary approaches and techniques to gather information on online election-related content and campaigns. The primary methods for observing, analyzing, and assessing this subject include the following:

Legal Analysis

involves examining and assessing the relevant legal and regulatory frameworks against international standards and best practices, as well as evaluating compliance with the law (e.g., online campaigns, the role of the EMB)

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Meetings

crucial to obtain insights into the online ecosystem, campaigns, and context are gathered through interviews with relevant stakeholders

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Qualitative and Quantitative Data Analysis

Resulting from the EU EOM’s social media monitoring efforts (SECTION X)

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Long Term Observers (LTOs) Engagement

It is a complementary element, under the guidance of the SMA, when observing general elections where region-specific campaigns are predominant

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Getting Started

Professional preparation

The time between selection notification and core team (CT) deployment can vary across missions. This section outlines best practices for Social Media Analysts (SMA) following the selection as Core Team Member, including prior deployment and preparatory steps to set up social media monitoring projects.

1

Study the ToR for the position

If some of the assigned tasks are not clear, ask FPI, EEAS desk officers for the mission, the Deputy Chief Observer (DCO) and/or EODS for explanations.
2

Become familiar with the EU EOM methodological tools

such as the Handbook for EU Election Observation, the EU Compendium of International Standards for Elections, the EU EOM Practical Core Team Guidelines and the EU EOM Reporting manual. (Connect with a link)
3

Understand the Code of Conduct for EU observers

the Ethical Guidelines and the Guidelines on Secure Communication.
4

Conduct country specific background electoral research on EU support

Become familiar with past EU support to the country and available reports and documents. These may include previous EOM statements and reports, Election Expert Missions (EEM), Election Follow-Up Missions (EFM), Exploratory Missions (ExM) reports and observer manuals of previous EOMs in the country.
5

Ask for access to archives of previous EU electoral missions to the country

including lists of institutions contacted by these missions; materials could be supplied by the EEAS/FPI to the Deputy Chief Observer (DCO) and then disseminated to the CT.
6

Identify international research sources

to get familiar with the national media landscape, freedom of expression status and media legislation. For example, UNESCO, Article 19, Human Rights Watch, Amnesty International, Reporters Without Borders (RSF), Freedom House, Internews, International Media Support, Transparency International, The Global Network for defending and promoting freedom of expression (IFEX), International Fact-Checking Network (IFCN), Academia, etc.
7

Identify national research sources

to get familiar with national media landscape, freedom of expression status and media legislation. For example, media regulatory bodies, self-regulatory bodies, civil society organisations monitoring freedom of expression and media developments, as well as academic researchers and journalists. Conduct online research on recent media developments using key words.
8

Identify ongoing electoral technical assistance and media support projects

as well as international organisations and national CSOs, which carried out media monitoring projects in the past and might conduct similar projects for the forthcoming elections.
9

Carry out preparatory research

and identify critical issues related to media legal framework, offline and online media landscape, freedom of expression.
10

Identify key interlocutors

and social media stakeholders (refer to the Guidelines)
11

Posting and advertising of vacancies

In addition to posting and advertising of vacancies conducted by the SP, a good practice for hiring staff could be to ask SPs for the ToRs of social media analyst assistant and monitors and start to share them with any peers/colleagues/organisations that the SMA might have in the country,
12

Provide all requested pre-deployment documentation to the SP
13

Attend EEAS/FPI and EODS pre-deployment briefings
14

Review the contents of the digital briefing pack

EEAS provides the digital briefing pack during the pre-deployment briefing as well as the EODS online briefing package. These include briefing notes from EEAS and FPI, EODS Practical Core Team Guidelines, EU country documents and briefings, ExM reports and contacts, former EU EOM/EEM/EFM mission reports, legal and electoral aspects, the Administrative Arrangement with the host country, practical guide for EU visitors, EOM guidelines, Reporting Manual, templates, etc

Prior to deployment

After the EU EEAS and FPI and EODS Core Team pre-deployment meetings get in touch with the EU EOM Service Provider (SP) Project Manager and IT expert to request social listening tools for the mission. Always keep the Deputy Chief Observer informed in these communications.
Identify a sample online platorms to be monitored. The final selection of the sample will be done during the first days of the mission with the support of a national staff and the initial assessment of the current digital landscape.

Reporting

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What is social media monitoring during EU Mission?

Social media monitoring refers to the process of collecting, analyzing, and visualizing trends and activities occurring on social media platforms. It involves using tools and techniques to collect data about hashtags, keywords, political and electoral actors behavior across online platforms mainly like Facebook, X, Instagram, Tik Tok.

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International Standards

Summary table of principles and main international standards

GENERAL PRINCIPLE	MAIN INTERNATIONAL COMMITMENTS/STANDARDS	AREA OF ASSESSMENT/OBSERVATION
Freedom of expression	ICCPR art. 19 CCPR General Comment No 34	Content regulation, including hate speech, defamation, and disinformation
Right to political participation	ICCPR art. 25 CCPR General Comment No 25	Information manipulation, including inauthentic behaviour, disinformation Political suppression, intimidation, threats Derogatory speech, hateful content Platforms’ transparency on recommendation and moderation algorithms, access to data for scrutiny, transparency reports.
Privacy and data protection	ICCPR art. 17 CCPR General Comment No 16 CCPR General Comment No 34	Data acquisition and processing Micro targeting Profiling
Access to information	ICCPR art. 19 CCPR General Comment No 34	Access to the Internet, including filtering and blocking Election information, including about campaign financing Voter education Media and digital literacy
Transparency	United Nations Convention against Corruption	Election-related advertising Sponsored content Information manipulation, including microtargeting, bots, fake accounts.
Equality and freedom from discrimination	ICCPR art. 3 CCPR General Comment No 18	Derogatory speech, hateful content Incitement, suppression of certain groups of voters Net neutrality
Right to an effective remedy	ICCPR art. 2.3 CCPR General Comment No 31	Election dispute resolution Social media platforms voluntary compliance measures Social media platforms’ reporting system and appeal mechanisms

Methodological Framework

The EU Social Media Monitoring (SMM) methodology is designed for EU election observation missions to monitor social media platforms, collecting and analysing content relevant to the election and provide data for a consistent and objective analysis of the impact of social media on the election process. The aim is to provide insights that can serve as a basis for developing EU EOM recommendations to the relevant stakeholders.

This chart will support EU experts in laying the groundwork for monitoring online election-related content.

Glossary

Areas of Assessment

For each area of assessment, there are different layers of analysis which add complexity and capacity constraints to the team. Teams will need to decide how deep to take their analysis based on what is technically feasible and most relevant in the country they are deployed.

This section will provide step-by-step guidance for each area of assessment, and it will highlight the realm of possibilities and technical constraints for each area

Online campaign by electoral contestants and other stakeholders
Political advertising by electoral contestants and other stakeholders
Information manipulation (including coordinated (in)authentic behaviour)
Derogatory speech or hateful content

The proposed analytical framework is designed to assure a collection of data that is systematic, objective and consistent from mission to mission. For each area of assessment, practical guidance on defining actor and keyword lists, methods, and tools for carrying out the analysis will be presented.

1 - Online Campaigning

2 - Political advertising

3 - Information Manipulation

4 - Derogatory Speech and/or Hateful Content

Why a Check List ?

The objective of a checklist for Social Media Analysts (SMAs) during an Election Observation Mission (EOM) is to ensure a systematic and comprehensive approach when engaging with interlocutors and election stakeholders. The checklist ensures that:

Key Topics Are Addressed: Relevant questions about social media trends, platform policies, and election-related online activities are explored and clarified
Comprehensive Information Gathering: All necessary information is collected to effectively assess social media's role in the electoral process
Purposeful Stakeholder Engagement: Interactions with stakeholders such as social media platforms, traditional media outlest, regulatory authorities, political actors, civil society groups, media and fact-cheking organisations are structured, goal-oriented, and meaningful
Impartial and Professional Collaboration: Stakeholder interactions are conducted impartially and respectfully, maintaining professionalism and cultural sensitivity in all discussions
Systematic Documentation: Critical insights and feedback from stakeholders are documented thoroughly in meeting minutes, which are shared regularly with Core Team (CT) members
Follow-Up on Issues: Any gaps or issues identified during meetings are recorded for further exploration and follow-up actions

This approach ensures that Social Media Analysts contribute effectively to the mission’s objective of assessing the impact of social media on the electoral environment. It also enables the expert to gather all relevant information to support internal and public reporting, formulate recommendations, and prepare annexes as needed.

Pluralism, freedom of expression and digital rights

Restrictions on access and content

Privacy and data protection

Relations between EMB and social media platforms

Digital landscape

Online Campaigning

Malicious use of online platforms

Campaign advertising and sponsored content

About the methodological frameworks

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Digital Toolkit

About the Digital Toolkit

Dynamic Web Source

Tailored Support for EU Election Missions

Comprehensive Methodological Hub

Transparency Tool

Social Media Analyst (SMA)

Legal Analysis

Meetings

Qualitative and Quantitative Data Analysis

Long Term Observers (LTOs) Engagement

Getting Started

Professional preparation

Study the ToR for the position

Become familiar with the EU EOM methodological tools

Understand the Code of Conduct for EU observers

Conduct country specific background electoral research on EU support

Ask for access to archives of previous EU electoral missions to the country

Identify international research sources

Identify national research sources

Identify ongoing electoral technical assistance and media support projects

Carry out preparatory research

Identify key interlocutors

Posting and advertising of vacancies

Provide all requested pre-deployment documentation to the SP

Attend EEAS/FPI and EODS pre-deployment briefings

Review the contents of the digital briefing pack

Prior to deployment

Reporting

What is social media monitoring during EU Mission?

International Standards

Methodological Framework

Glossary

Areas of Assessment

1 - Online Campaigning

2 - Political advertising

3 - Information Manipulation

4 - Derogatory Speech and/or Hateful Content

Why a Check List ?

Pluralism, freedom of expression and digital rights

Restrictions on access and content

Privacy and data protection

Relations between EMB and social media platforms

Digital landscape

Online Campaigning

Malicious use of online platforms

Campaign advertising and sponsored content

About the methodological frameworks

EOM Methodological Framework

EEM Methodological Framework

ExM CheckList

Desk Review (Links)

Mapping social media research tools

Social Media listening tools

Data Visualisation Tools

EODS Templates and Research Papers

Traditional Media Outlets Methodology

News Websites - Online Publications

TCC - UN -IFES- NDI - Stratt Comm Resources