Prof. Anders Olof Larsson, Professor of Communication at Kristiania University College, shares his comparative social media research on party communication. We start out with a macro-level look at political parties' adoption of Facebook and Instagram across Europe, before focusing more specifically on Scandinavia. Prof. Larsson discusses the pros and cons of political merch contests in driving engagement, and how hashtag network structures have evolved over time on Facebook and Instagram in Norway. We also discuss post virality and Prof. Larsson's work comparing viral posts in Norway across Facebook, Twitter, Instagram, and YouTube.