The emergence of social media has meant new opportunities for political communication.

Parties and politicians are no longer relied solely on traditional media to get their message across.

Instead, they can use their own channels to make proposals or explain their position on controversial issues - without uncomfortable follow-up issues.

When, for example, Prime Minister Stefan Löfven announces that the Social Democrats do not intend to reintroduce the property tax, he does so via his own Facebook page.

Thus, he avoids questions about internal democracy and top government - this will be decided by the party congress only later this year.

"The tone can be harsh"

But also part of everyday politics has moved to social media.

The party leaders are giving more and more digital speeches on their own forums and most recently the M-leader Ulf Kristersson and the KD-leader Ebba Busch held a digital meeting with question time.

Social media also creates new opportunities for personal branding, a topic that is discussed in Wednesday's section of Politikbyrån.

For a politician and party leader, it is usually a matter of, in addition to the purely political posts, presenting himself as a credible, pleasant and interesting person.

But several politicians are also using their accounts to attack political opponents.

An important purpose of this is to create increased engagement among the own sympathizers.

The tone can be harsh, especially on Twitter.

One of the really big ones here is the moderate Hanif Bali.

"Relatively lean outcome for Hanif Bali"

However, it is not obvious to equate a large following with large numbers of voters.

With 157,000 followers on Twitter and 104,000 on Instagram, the outcome in the last parliamentary election was relatively meager for Hanif Bali.

Just over 4,000 people cross.

Admittedly more than many other members of parliament, but at the same time far fewer than those who follow him on social media.

It can also go wrong on social media.

KD leader Ebba Busch probably bitterly regrets a post on Facebook that was about the house dispute with an 81-year-old man.

In the post, the other party's legal representative was pointed out as criminal.

The consequence was that Ebba Busch is now the subject of a preliminary investigation into libel.

How the legal process ends is unclear, but it clearly illustrates the risks of writing overly pointed posts.

KD leader Ebba Busch is by far the largest among the party leaders on Instagram and she sometimes appears as much an influencer as a party leader.

But despite a large, enthusiastic and loyal following, the Christian Democrats have nevertheless had obvious problems in public opinion.

"Proud of a freshly made minced meat loaf"

Despite the lack of clear connections between likes and dislikes, most party leaders try to use social images to become more personal.

Ebba Busch often poses with her children in her picture, even if their faces are always turned away, Center leader Annie Lööf shows off her wardrobe and tells how her stylist works, SD leader Jimmie Åkesson is proud of a freshly made meatloaf and Prime Minister Stefan Löfven takes the first spring dip in front of the camera.

Some posts appear to be genuine, but a lot feels stylized and arranged, some even a little embarrassing.

On the other hand, it is perhaps not so strange when parties and politicians try new ways to tie voters closer to themselves.

Because that is probably how much of the work on social media should be perceived: A way to create a closer relationship with followers and voters. This also creates an important opportunity to be able to communicate directly with your followers in a crisis situation without being referred only to the traditional media.