The country ranks at the bottom in the EU in media freedom. In the last 10 years, all mainstream TV channels got into the hands of a handful of people that also happen to receive plenty of funds from the government. As a result, an opposition party had no media coverage at all, or if there was anything, maybe negative one. I don't think parallels to some TV channels in the US capture the extent of the problem. But by using Facebook, this party managed to win in the capital and now they are part of the parliament (not anywhere near ranked first still, and btw I am not affiliated with them).
Despite all its problems, Facebook was not painted as something bad here. Also they were not painted good, because they were paid for the promotions. Still, some of these policies are puzzling. It is unlikely to be related to the end of the election cycle, because (due to the composition of the parliament now) the next elections may by as close as 3 months away or as far as 4 years away.