[Report] Indian Politicians on Facebook


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Find out how leading Indian politicians are leveraging Facebook

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[Report] Indian Politicians on Facebook

  1. 1. Politicians on Facebook How are Indian Politicians faring on Facebook?
  2. 2. INTRODUCTION • Facebook is the most popular social network amongst Indians, the network has seen a lot of traction from politicians and political parties in the past one year or so. • A staggering population of over 80 million users in India and predictions doing rounds that 160 out of 543 constituencies in the Indian General Elections 2014 are likely to be influenced by Social Media users specifically Facebook. • As a result, many political leaders from major political parties are now on Facebook; focusing on community building, user engagement and tangible voter conversions. • How are these politicians faring on Facebook ? Is it a case of ‘Too Little Too Late or have they managed to join ‘Just In Time’ • Let’s dig in deeper, gain insights on the Facebook presence of key politicians in India. INTRODUCTION
  3. 3. • Narendra Modi has the strongest presence on Facebook with over 13 mn fans • Arvind Kejriwal is the second most popular politician on Facebook after Narendra Modi • Smriti Irani from BJP records the maximum engagement as % of Fans followed by Digvijaya Singh from Congress and Yogendra Yadav from AAP • In terms of Total Engagement Narendra Modi leads the race , followed by Smriti Irani and Arvind Kejriwal. • Barring Narendra Modi and Arvind Kejriwal, most of the politicians haven’t even crossed the half a million mark in terms of number of fans on their Facebook Page. KEY FINDINGS IN THIS REPORT
  4. 4. Politicians on Facebook • A quick look at Facebook Pages of these major politicians suggests that most of them are still struggling with community building while very few of them manage to engage with users to gain tangible conversions. • Apart from Narendra Modi, Arvind Kejriwal and a few others most of them lack a clearly defined strategy. While they have a decent fan following on the network, there is no sustained effort from their side to leverage Facebook to the best of its potential. • Those with a decent fan following don’t work on engagement and those with a fairly low fan count don’t care about community building. • This exemplifies that Facebook presence is more of a formality than an active gesture, a half hearted attempt to show their presence on youth’s most preferred social network.
  5. 5. Fan Count for Politicians on Facebook Narendra Modi is way ahead in the race followed by Arvind Kejriwal & Arun Jaitley
  6. 6. Engagement for Politicians on Facebook Narendra Modi is the clear leader followed by Smriti Irani & Arvind Kejriwal. In terms of engagement as % of fans Smriti Irani leads all the way followed by Digvijaya Singh
  7. 7. • Narendra Modi is the most popular Indian politician on Facebook • With several innovative campaigns and a well defined content strategy on Facebook. He has the highest number of fans and manages to get the highest Total Engagement Narendra Modi on Facebook Total Fans 13829792 Total Engagement 240005 Engagement Rate 1.73% Daily Posts 5-6
  8. 8. Posts By Narendra Modi Judicious Mix of Posts include rally/campaign coverage, criticizing opposition, greetings and testimonials
  9. 9. • This revolutionary politician has been leading Aam Aadmi Party by example with over 5 mn fans, Arvind Kejriwal is the second most popular leader on Facebook. • With campaigns based on transparency and openness he managed to create a greater impact and has brought about an inclusion of youth in politics. Arvind Kejriwal on Facebook Total Fans 5366426 Total Engagement 50142 Engagement Rate 0.9% Daily Posts 4-5
  10. 10. Posts By Arvind Kejriwal Posts focus on campaign trail, alleging Congress-BJP for corruption & reporting incidences of violence
  11. 11. • One of the early adopters of Social Media from Congress, Shashi Tharoor is the Minister of State for Human Resource Development. • He is the voice of Congress on Facebook/Twitter and holds a very good command on content. His Twitter account is linked with Facebook for ease of dissemination. Shashi Tharoor on Facebook Total Fans 206104 Total Engagement 457 Engagement Rate 0.26% Daily Posts 2-3
  12. 12. Posts By Shashi Tharoor Variety of content includes campaign trails, news articles, excerpts from Sonia and Rahul Gandhi
  13. 13. • BJP’s female fire power contesting against Rahul Gandhi from Amethi. Smriti Irani has been the party’s voice for television debates on Gujarat Model of Development • She records the highest engagement % of fans and posts content at frequency of 7-8 posts per day on a regular basis. Smriti Irani on Facebook Total Fans 662544 Total Engagement 71561 Engagement Rate 10.77% Daily Posts 7-8
  14. 14. Posts By Smriti Irani Most of the posts revolve around her campaign in Amethi and criticism of Congress and Gandhi Family
  15. 15. • A great value addition to the team AAP, Psephologist Yogendra Yadav is one of the most influential politicians in the recent times. • He records good amount of engagement on posts owing to his characteristic style of writing coupled up with unbiased facts and figures. Total Fans 322272 Total Engagement 5459 Engagement Rate 1.69% Daily Posts 3-4 Yogendra Yadav on Facebook
  16. 16. Posts By Yogendra Yadav Posts focus on campaign trails, attacks on Rahul Gandhi, Narendra Modi & sharing crowd-sourced content
  17. 17. • A frontline politician, Digvijaya Singh currently serves the office of General Secretary of the Indian National Congress. • His flamboyance, hard hitting criticism and forthright attitude keeps him in the news and makes him the soft target for anti-campaigns on social media. Total Fans 228841 Total Engagement 6815 Engagement Rate 2.98% Daily Post 3-4 Digvijaya Singh on Facebook
  18. 18. Posts By Digvijaya Singh Posts include views on critical issues, testimonials for leaders, mocking oppositions’ claims & campaigns
  19. 19. • Arun Jaitley is the leader of Opposition in the Rajya Sabha. One of the senior most leaders in BJP. He enjoys a very high engagement rate as % of fans. • He has been resilient enough to adapt to the medium and the recent trends Total Fans 762263 Total Engagement 14011 Engagement Rate 1.84% Daily Posts 3-4 Arun Jaitley on Facebook
  20. 20. Posts By Arun Jaitley Posts include campaign diaries, greetings, news articles and request to like Arun Jaitley for Amritsar page
  21. 21. • Sharad Pawar is the president of Nationalist Congress Party & Union Minister of Agriculture. He has also served as the Chairman of the (BCCI) and in 2010, become the president of the International Cricket Council (ICC) • Pawar is a fairly recent entrant on Facebook as with his verified account having been initiated just months ago its just a modest beginning for him on the platform Total Fans 118262 Total Engagement 2125 Engagement Rate 1.8% Daily Posts 1 Sharad Pawar on Facebook
  22. 22. Posts By Sharad Pawar Multilingual posts on election campaigning, rallies, views on current issues of political importance
  23. 23. • Akhilesh Yadav is the youngest person to hold the office of Chief Minister. An active member of the Samajwadi Party he carries forward the legacy of Mulayam Singh Yadav in the state of Uttar Pradesh. • One of the few early adopters to social media since 2012 , he utilizes the medium pretty well and has a decent presence on Facebook Total Fans 536129 Total Engagement 7683 Engagement Rate 1.43% Daily Posts 1-2 Akhilesh Yadav on Facebook
  24. 24. Posts By Akhilesh Yadav Most of his posts cover campaign trails, achievements in UP and scathing attacks on Narendra Modi
  25. 25. • Lawyer, author, MP, member of several prolific panels, Kapil Sibal is the Minister of Communications and Information Technology and Minister of Law and Justice. • Sibal has always had a fairly resonant voice in the media sphere but surprisingly he has a very average presence on Facebook Total Fans 34604 Total Engagement 465 Engagement Rate 1.31% Daily Posts 1 Kapil Sibal on Facebook
  26. 26. Posts By Kapil Sibal His posts include various activities, campaign trails, information about events, interviews and some poetry