In the new era of monopolization of media political campaigns, social networks such as Facebook bring a new turn in communication. With the advent of new social media, it has opened the possibility of two-way communication between parties and candidates with the electorate on various types of online campaigns in Croatia. This paper provides answers to the research through the analysis of the content of publications and the assessment of quality of Internet communication at several levels a total of five profiles that led the online campaign in the local elections 2021 in Samobor. The aim was to prove the presence, the type of communication and its verified embodiment on the outcome of the local elections. The results showed that candidates and parties who are willing to adjust to the trend and use PR tools and tactics, ultimately have a better result in the election. Also, paper presents the results which indicate the existence of negative campaigns and the importance of calling for action in combination with using right visual support in publications. They point to an important link between the presence of political actors and parties on social networks, the way of proven communication and the final election result.