Social media networks are a communication platform that is daily used by people all over the world. The most popular social media network worldwide is Facebook, andaccording to their latest data the number of Facebook usershas surpassed one billion. The social media networks have provided prerequisites for easier and more direct communication between politicians and voters and at the same time they have made it easier for the politicians to segment the electoral body. Apart from the standard media used in the campaign, such as radio and television, the social media networks have expanded the communication to the online space. Considering that Facebook brings together heterogeneous groups of users, this network as a very convenient channel in the political communication has become an integral part of modern political campaigns throughout the world.It is easily accessible, widespread and convenient for dissemination of electoral messages. Much credit goes to Facebook for digitizingelection campaigns and for enhancing the use of the network in the political communication. My research data reveal how much the presidential candidates used the social network Facebook in the elections for the President of the Republic of Croatia. Further, based on my research findings I have concluded who of the candidates communicated with the most and who with the least success, and what kind of contents did they communicate to the users of the social media network Facebook. Accordingly, I have established the popularity of each candidate on Facebookt hrough the content analysis using the matrix analytical method andhave additionally analyzed their popularity and communicationbased on the number of shared notifications.