This article discusses online campaigns and presents a theoretical-methodological approach to studies on the subject focusing on Computer Mediated Conversation (CMC), the Actor Network Theory (ANT) and Social Network Analysis approaches (SNA) on Twitter. The proposal contributes to network and conversation mapping that is built around civic engagement in electoral periods and favors the breakup of centralization, with a distributed view of the dialogical use of the microblog. It shows that political actors still face the challenge of interactivity and conversation, and reinforces that analyses targeted to the content of the shared messages must observe: a) the limits and constraints of the microblog; b) aspects of this discourse in micronarratives; and c) an analysis of the subject.