In the next few days the Senate of the Republic will host a debate that has heated up in recent weeks: the regulation of social media. Although some of the members of this chamber have criticized that private companies such as Twitter o Facebook They decide what is published on these platforms, they have also used them as a way to position themselves and have even been paid to be seen by more people.
In a review by MILLENNIUM to the Libraries of Ads that can be consulted in the section “Transparency of the Page” of all the fanpages of Facebook, it was identified that from August 2020 to February 3 of this year, at least 72 of the 128 senators of the Republic have paid this platform to increase the visibility of any of their publications.
Thus, 36 senators from Morena have invested in that social network to achieve more reach in their messages; The same has been done by 17 PAN legislators; six from the PRI; four from the PT; four from Movimiento Ciudadano; three from PVEM; one from the Social Meeting and one from the PRD.
For parliamentary coordinators, Mauricio Kuri stands out in the first place of spending, who until last Monday was leader of the PAN bench in the Senate after requesting a license to seek the candidacy of his party to the Governor of Querétaro.
In the last six months it disbursed 269 thousand pesos 303, with low cost investments per publication, the most expensive being its live activity report last October, with a cost of between 15 and 20 thousand pesos.
In terms of spending on advertising on Facebook, Kuri is followed by Geovanna Bañuelos, coordinator of the Parliamentary group of the Labor Party, who from August to February has paid 25 thousand 69 pesos for her Facebook posts to be seen.
Behind them lies Ricardo Monreal Avila, Morena’s coordinator in the Senate, who in the same period has invested 13,421 pesos in Facebook, so that some of his publications have more views.
Monreal is one of the main promoters of the regulation of social networks. Just last Wednesday he came out in favor of creating a regulatory framework for the protection of the personal data of users of these media, as well as the taxation of companies that provide this service.
Meanwhile, the parliamentary coordinator of Movimiento Ciudadano, Dante Delgado, has paid 5 thousand 997 pesos to Facebook for this network to spread a message last September that said: “Andrés Manuel, submitting the application of the law to public consultation is an act of injustice, perversion and manipulation”, in relation to the Proposal of the President of the Republic to submit to consultation the possibility of bringing former leaders of the country to trial.
In turn, during the last six months the leader of the Party of the Democratic Revolution in the Senate, Miguel Angel Mancera, has only spent 2,557 pesos on Facebook ads. During this time, the former head of Government of the Mexico City promoted three messages that are currently inactive.
The Ads Library corresponding to the official Facebook page of Miguel Ángel Osorio Chong, leader of the PRI faction in the Upper House, does not report investment in advertising in the last six months.
Spending by matches
The official profiles of parliamentary groups in the Senate have also paid to have more reach on the social network founded by Mark Zuckerberg.
The parliamentary group of Movimiento Ciudadano is the one that has spent the most on paid publications on Facebook, with 206 thousand pesos between August 2020 and February 2021; They are followed by National Action, with 129 thousand pesos; the Labor Party, with 6,396 pesos; and Morena, who has only paid 369 pesos. On the other hand, the pages of the PRI, Encuentro Social and PRD have not paid for their publications to have a greater impact on the social network.
Unlike his parliamentary group that has spent practically no advertising on Facebook, the senator from Morena for Chihuahua, Cruz Pérez Cuellar, is the member of the Senate who has invested the most in Facebook from August 2020 to February 2021, spending 439 thousand weights so that your publications with videos and images have greater visibility.
Facebook allows segmenting the specific public to which the advertising will be sent, so Senator Pérez Cuellar takes advantage of this feature very well, since practically all his publications with advertising are directed to users who live in Chihuahua, the state in which he sought to become a candidate of his party to the state government.
Cristobal Arias López, currently a senator licensed by the state of Michoacán and who was active in Brunette, is the second with the most advertising spending on the platform, with 376 thousand pesos in the same period, and like Pérez Cuéllar, most of his paid posts are directed to impact only people in his state, where he was already registered as pre-candidate of the Fuerza Por México party for governor.
For his part, the PAN senator from Nuevo León, Víctor Oswaldo Fuentes Solís, is the third with the most money spent on Facebook, with 368 thousand 818 pesos in the last six months. Like the other senators, he also sections his advertising to be seen only in his home state, and the publications in which he has invested the most to have the greatest impact are where he boasts food, such as a message from September 9 entitled “The best! guacamole is produced here! Like the gastronomy of Mexico, there are no two ”, which had an expense of between 35 thousand and 45 thousand pesos with approximately one million impressions achieved.
The PRI Claudia Anaya, now a candidate for governor of Zacatecas by the coalition It goes through Zacatecas, has spent 222 thousand pesos on Facebook, of which 156 thousand have been in the last 7 days, with posts promoting its pre-campaign and segmented to have an impact only on its entity.
Another PRI member who has also invested heavily in Facebook is Mario Zamora Gastellum, who paid 183 thousand pesos for advertising.
And from the Labor Party, Cora Pinedo Alonso from Nayarit, from the Labor Party, is the one that has invested the most of her bank in Facebook, with 177 thousand pesos in the last six months, with her highest investment amount being applied to an entry in which he released his work report in September of last year.
Other senators who have invested more than one hundred thousand pesos in advertising within Facebook are Xóchitl Gálvez, of the PAN, with 152 thousand pesos; Juan Zepeda, from Movimiento Ciudadano, with 141 thousand pesos; and José Narro, from Morena, with 103 thousand pesos. It also highlights that the senator who has invested the least in the social network is Martha Guerrero, from Morena, who only paid 100 pesos for a publication to have greater visibility.
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