A Role of Social Media

1. Hamdard Institute of Management and Sciences
Principles of Management
(Final Term Report)
“Communication is the fundamental management skill.
Discuss the role of social media in the 2013 election in
Pakistan”
Submitted to: Prepared by:
Dr. Tariq Uz Zafar M. Assad Fahim Khan (313001)
(MBA-1)

2. What is Communication
Communication (from Latin "communis", meaning to share) is the activity of conveying
information through the exchange of thoughts, messages, or information, as by speech, visuals,
signals, writing, or behavior. It is the meaningful exchange of information between two or a
group of person.
One definition of communication is “any act by which one person gives to or receives from
another person information about that person's needs, desires, perceptions, knowledge, or
affective states. Communication may be intentional or unintentional, may involve conventional
or unconventional signals, may take linguistic or nonlinguistic forms, and may occur through
spoken or other modes.”
Communication requires a sender, a message, and a recipient, although the receiver doesn't have
to be present or aware of the sender's intent to communicate at the time of communication; thus
communication can occur across vast distances in time and space. Communication requires that
the communicating parties share an area of communicative commonality. The communication
process is complete once the receiver has understood the message of the sender.
Human communication
Human spoken and pictoral languages can be described as a system of symbols (sometimes
known as lexemes) and the grammars (rules) by which the symbols are manipulated. The word
"language" also refers to common properties of languages. Language learning normally occurs
most intensively during human childhood. Most of the thousands of human languages use
patterns of sound or gesture for symbols which enable communication with others around them.
Languages seem to share certain properties although many of these include exceptions. There is
no defined line between a language and a dialect. Constructed languages such as Esperanto,
programming languages, and various mathematical formalisms are not necessarily restricted to
the properties shared by human languages. Communication is the flow or exchange of
information within people or a group of people.
A variety of verbal and non-verbal means of communicating exists such as body language, eye
contact, sign language, haptic communication, chronemics, and media such as pictures, graphics,
sound, and writing.
Manipulative Communications was studied and reported by Bryenton in 2011. These are
intentional and unintentional ways of manipulating words, gestures, etc. to "get what we want",
by demeaning, discounting, attacking or ignoring instead of respectful interaction. Sarcasm,
criticism, rudeness and swearing are examples.
Nonverbal communication
Nonverbal communication describes the process of conveying meaning in the form of non-word
messages. Research shows that the majority of our communication is non verbal, also known as

3. body language. In fact, 63-93% of communication is non-verbal.[citation needed]
Some of non verbal
communication includes chronemics, haptics, gesture, body language or posture; facial
expression and eye contact, object communication such as clothing, hairstyles, architecture,
symbols, info graphics, and tone of voice as well as through an aggregate of the above.
Speech also contains nonverbal elements known as para language. These include voice lesson
quality, emotion and speaking style as well as prosodic features such as rhythm, intonation and
stress. Likewise, written texts include nonverbal elements such as handwriting style, spatial
arrangement of words and the use of emoticons to convey emotional expressions in pictorial
form.
Written communication and its historical development
Over time the forms of and ideas about communication have evolved through the continuing
progression of technology. Advances include communications psychology and media
psychology; an emerging field of study. Researchers divide the progression of written
communication into three revolutionary stages called "Information Communication
Revolutions". During the first stage, written communication first emerged through the use of
pictographs. The pictogram were made in stone, hence written communication was not yet
mobile.
During the second stage, writing began to appear on paper, papyrus, clay, wax, etc. Common
The third stage is characterized by the transfer of information through controlled waves and
electronic signals.
Communication is thus a process by which meaning is assigned and conveyed in an attempt to
create shared understanding. This process, which requires a vast repertoire of skills in
interpersonal processing, listening, observing, speaking, questioning, analyzing, gestures, and
evaluating enables collaboration and cooperation.
Misunderstandings can be anticipated and solved through formulations, questions and answers,
paraphrasing, examples, and stories of strategic talk. Written communication can be clarified by
planning follow-up talks on critical written communication as part of the every-day way of doing
business. A few minutes spent talking in the present will save valuable time later by avoiding
misunderstandings in advance. A frequent method for this purpose is reiterating what one heard
in one's own words and asking the other person if that really was what was meant.
Effective communication
Effective communication occurs when a desired effect is the result of intentional or unintentional
information sharing, which is interpreted between multiple entities and acted on in a desired way.
This effect also ensures the message is not distorted during the communication process. Effective
communication should generate the desired effect and maintain the effect, with the potential to
increase the effect of the message. Therefore, effective communication serves the purpose for
which it was planned or designed. Possible purposes might be to elicit change, generate action,

4. create understanding, inform or communicate a certain idea or point of view. When the desired
effect is not achieved, factors such as barriers to communication are explored, with the intention
being to discover how the communication has been ineffective.
Communication Process
How to Improve Your Relationships With Effective
Communication Skills??
Conflict in a relationship is virtually inevitable. In itself, conflict isn’t a problem; how it’s
handled, however, can bring people together or tear them apart. Poor communication skills,
disagreements and misunderstandings can be a source of anger and distance, or a springboard to
a stronger relationship and happier future. Next time you’re dealing with conflict, keep these tips
on effective communication skills in mind and you can create a more positive outcome.
Here's How:
1. Stay Focused: Sometimes it’s tempting to bring up past seemingly related conflicts when
dealing with current ones. Unfortunately, this often clouds the issue and makes finding
mutual understanding and a solution to the current issue less likely, and makes the whole
discussion more taxing and even confusing. Try not to bring up past hurts or other topics.
Stay focused on the present, your feelings, understanding one another and finding a
solution.

5. 2. Listen Carefully: People often think they’re listening, but are really thinking about what
they’re going to say next when the other person stops talking. Truly effective
communication goes both ways. While it might be difficult, try really listening to what
your partner is saying. Don’t interrupt. Don’t get defensive. Just hear them and reflect
back what they’re saying so they know you’ve heard. Then you’ll understand them better
and they’ll be more willing to listen to you.
3. Try To See Their Point of View: In a conflict, most of us primarily want to feel heard
and understood. We talk a lot about our point of view to get the other person to see things
our way. Ironically, if we all do this all the time, there’s little focus on the other person’s
point of view, and nobody feels understood. Try to really see the other side, and then you
can better explain yours. (If you don't 'get it', ask more questions until you do.) Others
will more likely be willing to listen if they feel heard.
4. Respond to Criticism with Empathy: When someone comes at you with criticism, it’s
easy to feel that they’re wrong, and get defensive. While criticism is hard to hear, and
often exaggerated or colored by the other person’s emotions, it’s important to listen for
the other person’s pain and respond with empathy for their feelings. Also, look for what’s
true in what they’re saying; that can be valuable information for you.
5. Own What’s Yours: Realize that personal responsibility is a strength, not a weakness.
Effective communication involves admitting when you’re wrong. If you both share some
responsibility in a conflict (which is usually the case), look for and admit to what’s yours.
It diffuses the situation, sets a good example, and shows maturity. It also often inspires
the other person to respond in kind, leading you both closer to mutual understanding and
a solution.
6. Use “I” Messages: Rather than saying things like, “You really messed up here,” begin
statements with “I”, and make them about yourself and your feelings, like, “I feel
frustrated when this happens.” It’s less accusatory, sparks less defensiveness, and helps
the other person understand your point of view rather than feeling attacked.
7. Look for Compromise Instead of trying to ‘win’ the argument, look for solutions that
meet everybody’s needs. Either through compromise, or a new solution that gives you
both what you want most, this focus is much more effective than one person getting what
they want at the other’s expense. Healthy communication involves finding a resolution
that both sides can be happy with.
8. Take a Time-Out: Sometimes tempers get heated and it’s just too difficult to continue a
discussion without it becoming an argument or a fight. If you feel yourself or your
partner starting to get too angry to be constructive, or showing some destructive
communication patterns, it’s okay to take a break from the discussion until you both cool
off. Sometimes good communication means knowing when to take a break.
9. Don’t Give Up: While taking a break from the discussion is sometimes a good idea,
always come back to it. If you both approach the situation with a constructive attitude,
mutual respect, and a willingness to see the other’s point of view or at least find a
solution, you can make progress toward the goal of a resolution to the conflict. Unless it’s
time to give up on the relationship, don’t give up on communication.
10. Ask For Help If You Need It: If one or both of you has trouble staying respectful during
conflict, or if you’ve tried resolving conflict with your partner on your own and the
situation just doesn’t seem to be improving, you might benefit from a few sessions with a
therapist. Couples counseling or family therapy can provide help with altercations and

6. teach skills to resolve future conflict. If your partner doesn’t want to go, you can still
often benefit from going alone.
The Impact of Effective Communication in Business
In effective communication, a message that is distributed is understood by the recipient in the
way that it was originally intended. This type of communication is vitally important to the
success of any business. When employees of a business stop communicating with one another, it
can lead to internal problems that may never be resolved. It is also critically important to
communicate with business partners and suppliers.
Miscommunication
o Miscommunication is one of the most common issues that businesses have. If you
can avoid miscommunication, your business activities will be much more
effective. Miscommunication often occurs between different levels of
management in a company. For example, if a member of senior management
issues a memo, it can sometimes be misinterpreted by other employees in the
company. To prevent miscommunication, it is important to think about what you
are saying and how other parties could interpret it. For example, after writing a
memo, read it out loud so that you can slow down and think about what others
will hear when they read it.
Benefits
o One of the benefits of effective business communication is that it can keep
relationships strong. When you rely on suppliers or business partners as part of
the success for your business, you need to maintain a constant level of
communication. When you communicate effectively, you can avoid employees,
clients and vendors making invalid assumptions that could harm your business.
Another benefit of effective communication is that it can save time. Instead of
having to clarify everything, you can move on after receiving or issuing orders.
Time Frame
o When trying to improve communication within your business, it may take some
time to develop a system that works. Not all employees automatically know how
to communicate with one another effectively. You may need to devote some
resources to training seminars or classes to teach everyone how to communicate
well with each other. Once you institute policies and procedures, the process of
effective communication will become easier.

7. Eliminate Jargon
o When trying to communicate well with other members of a business, it is
important to eliminate technical terms and jargon as much as possible. Many
people get in the habit of trying to use large words and sound official when
making memos or other office communications. By eliminating this practice and
writing in the same way that you talk, you can communicate much more
effectively with one another.
Save Money
o When you practice effective communication, it can also save your business a
large amount of money. In many cases, companies end up spending more because
they did not communicate effectively the first time. For example, the marketing
department in a business might determine that they need a scanner and simply
order one. Later they find out that the IT department had a scanner sitting unused
in a storage closet. If the two departments had communicated effectively, it could
have saved the business some money.
The Effects of Good Communication Skills for Writing
Practicing good communication skills, such as clearly stated ideas and explanations, creates
powerful writing. Writing appears sloppy when the author pens thoughts, accounts or
explanations vaguely. An essay, report, business proposal or novel that shows a writer's strong
communication builds trust between the author and the reader, and demands attention.
Exposition
o Expository writing explains a subject or topic. Strong proposals, letters, college
essays, non-fiction and historical novels explain a subject, or proposition, in clear,
unambiguous terms. Communicating a point of view in the piece of writing --
without creating a biased stance -- helps an audience read the writing as
expository, not cajoling. Practicing clear explanations orally helps a writer apply
well thought-out and streamline thinking into her work.
Persuasive
o If you identify your point of view early on in a paper or proposal, readers
understand your writing goal. For instance, if a writer states clearly in a film
proposal that the movie she wants to make emotionally touches on three crucial
themes affecting society today, the reader will more likely look forward to the
themes she outlines and read on: she has the opportunity to persuade. Without a
clearly identified personality to the piece, a writer loses his readers.

8. Clear Sentences and Phrases
o A basic rule of communication is speaking in clear, audible sentences -- the same
goes for writing. An interlocutor that finds you difficult to understand and, thus,
respond to, makes communication challenging. Good communication skills in
writing, like crafting concise, informative sentences, assures readers that you are
serious about relaying information. For example, in a college application essay, if
you write incomplete sentences or drift from idea to idea without finishing the
thought, your reading audience loses trust in your writing, much like in a
conversation with no foreseeable purpose but talking to fill the air.
Personalism
o Writing that communicates personally with an audience ensures readers that they
are part of the reading experience. For instance, in an essay, story or novel,
include the reader by illustrating, not telling. Letting the reader imagine how a
character responds to a situation through dialogue, or a gesture, without telling
readers "She was sad" or "He felt happy to be alive." Instead of explaining the
emotion or action, note that she averted her eyes or that he sprung from his bed,
with a smile fresh on his lips.
The Effects of Bad Communication in Business
Regardless of your company's size and number of employees, good communication is essential
to productivity. Conversely, poor communication has several adverse effects, which can lead to
confusion in the workplace and lost business. Allen Webster's book, "Applied Statistics for
Business and Economics," identifies how crucial communication in the workplace is: "Without
communication and the team effort it permits, the successful completion of any important project
can be jeopardized."
Decreased Productivity
High productivity is the goal of any business, as it is the component with which employees
accomplish work-related tasks. Poor communication causes a breakdown in productivity. It may
be that the employer does not relate goals and duties properly, in which case the employee can't
perform the task. Even if you communicate well with your employees, if they have poor
communication among each other, productivity is affected. Having to go back over the original
task takes away valuable time that could be devoted to other jobs.
Low Morale
When employees receive information that is poorly communicated, or they lack the ability to
communicate effectively themselves, they can suffer from low morale. Not understanding the
task leads to confusion, which can affect self-esteem, both of which contribute to the job either
not being done or not being completed properly. Communication is a two-way street, meaning

9. the information flows from the employer to the employee and back again. Providing an
environment in which employees feel comfortable asking for clarification can increase employee
confidence and communication.
Mistakes
If an employer has poor communication skills, chances are that the employee can misunderstand
his expected duties. Likewise, if employees lack good communication, they are less likely to ask
for needed clarification or assistance. Poor communication leads to misunderstandings, which
often leads to mistakes being made on the job. It's especially important to ensure your written
communication is clear as well. The written word can be just as easily misunderstood or
misconstrued as spoken directives.
The Effects of Bad Communication in Relationships
According to Anne Morrow Lindbergh in the "Book of Famous Quotes": "Good communication
is as stimulating as black coffee, and just as hard to sleep after."
A relationship needs maintenance to stay intact and both people must do their part, or bad
communication skills can be harmful.
Diminished Intimacy
o One of the worst punishments a person in jail can get is being put in isolation.
This gives you an idea how important companionship is for human beings. When
there's a lack of communication between a couple, a rift begins to form. Men
sometimes fail to communicate their thoughts and plans to their wives because
they feel that it takes away their independence. This causes wives to become upset
and wonder whether there's something wrong with themselves that causes their
spouse to hide things -- when, in fact, he just may be too lazy to talk.
Giving the Wrong Message
o Communication doesn't just mean verbal communication. The way we speak and
the tone we use also conveys a message. If one partner is listening to the other but
is not making eye contact, the other can assume that he's either not interested or
holding a grudge over something in the past. Therefore, while listening, it's
important to make eye contact and respond with either verbal or physical gestures
such as nodding to let the other person know you're mentally there.
Lack of Trust
o Failure to communication can result in a lack of trust. A thing not told can later
appear to be a lie. If a wife makes plans to go out with co-workers but fails to tell
her husband, he may later see her there or find out later, making an innocent thing

10. look suspicious. It's best to talk to each other about your coming and goings. Even
failure to show you care what your better half is up to can cause a lack of trust,
making her wonder why you're not bothered whether she's around or not.
Growing Apart
o When different instances of communication failure build up, a couple start to
grow apart. They begin to misunderstand each other, each with a false idea in
their minds about what the other is thinking. This leads to mistrust, lack of
intimacy and resentment for each other. Over time, if they don't talk out their
problems, it can cause a couple to either blow up at each other in a fight or
become so distanced that they no longer have any feelings of love or anger, just
numbness.
History of Media in Pakistan
Print is the oldest media of mass communication. Newspapers can reach greater masses
of public. They allow readers to control exposure. This not only gives us the facts about an event
or issue but also explains and interprets them. In 1947, Pakistan inherited a weak press with very
little law for controlling and regulating the pres. Very few news [après were published in the
newly born Pakistan. In East Pakistan and Baluchistan not a single newspaper was
published. The NWFP had two daily papers. Newspapers owned by Muslims came
to Pakistan. These include Daily Azad and morning news (shifted to Dhaka), Dawn, jang and
anjam (set up in Karachi)After independence, a number of newspapers were published but due to
financial constraint and many other reasons, their publication did not continue i.e. Roshni,
inqallqb, musalman. English press was not so healthy at the time of
independence due to educational under development. Not a single daily newspaper
could be published from the area of East Pakistan from 1947 till 1971.The first news agency of
Pakistan was associated press of Pakistan (APP). It was established in 1947by an Eastern news
trust. It was a private agency from 1947 to 1961. Government took over its control on 5th
June 1961 by an ordinance called “Associated Press of Pakistan taking ordinance 1961”Other
than APP, there are six more news agencies: Pakistan Press International
(1968),Pakistan Agency
Importance of Media In Pakistan
 Media and Judiciary are two independent pillars to save the country from
sudden s l i p p a g e . J u d i c i a r y p u t d o w n n u m b e r o f g o o d d e c i s i o n s
i n h e r l i t t l e a g e o f independence which is only one year. Whereas media
is older then judiciary and it shows no positive alterations in people's attitude
towards the ridiculous change.

11.  Hence we can say that in Pakistan the responsibility of media is much more then any
media in the world, because Pakistan needs a big change and only media is now, as much
powerful. At present media is the only source which is easily accessible by all walks of
people through various electronic appliances i.e. TV, Radio,
Internet, News Papers and now mobile phones also used by people to aware of events
every time .
 Media affects people's perceptions and priorities their thinking about the
political contents . Media shapes the public's behavior about the issues and plays vital
role in highlighting certain attributes of issues.
 Gatekeepers of the media i.e. (editors, news editors, and other journalists)
they all play central role in shaping the media agenda which becomes public
agenda after sometime.
 Media of any country is reflection of that country. It shows that how person
behave and live in their country. The way of expressing news, way of talking of
politicians in political debates and discussion programs shows the behavior of
people of that country. Although media's responsibility is to spread true stories but
media should be careful in this regard. They have to adopt such a way in which they
could aware public without impacting negatively their mind sets and make
them able to protest in a true manner which could result oriented.
What is Social media??
Social media refers to the means of interactions among people in which they create, share, and
exchange information and ideas in virtual communities and networks.[1]
Andreas Kaplan and
Michael Haenlein define social media as "a group of Internet-based applications that build on the
ideological and technological foundations of Web 2.0, and that allow the creation and exchange
of user-generated content."[2]
Furthermore, social media depends on mobile and web-based
technologies to create highly interactive platforms through which individuals and communities
share, co-create , discuss, and modify user-generated content. It introduces substantial and
pervasive changes to communication between organizations, communities and individuals.
Social media differentiates from traditional/industrial media in many aspects such as
quality,reach, frequency, usability, immediacy and permanence. There are many effects that stem
from internet usage. According to Nielsen, internet users continue to spend more time with social
media sites than any other type of site. At the same time, the total time spent on social media in
the U.S. across PC and mobile devices increased by 37 percent to 121 billion minutes in July
2012 compared to 88 billion minutes in July 2011. For content contributors, the benefits of
participating in social media have gone beyond simply social sharing to building reputation and
bringing in career opportunities and monetary income, as discussed in Tang, Gu, and Whinston
(2012).

12. Much of the criticism of social media are about its exclusiveness as most sites do not allow the
transfer of information from one to another, disparity of information available, issues with
trustworthiness and reliability of information presented, concentration, ownership of media
content, and the meaning of interactions created by social media. However, it is also argued that
social media has positive effects such as allowing the democratization of the internet while also
allowing individuals to advertise themselves and form friendships.
Most people associate social media with positive outcomes, yet this is not always the case. Due
to the increase in social media websites, there seems to be a positive correlation between the
usage of such media with cyber bullying, online sexual predators and the decrease in face-to-face
interactions. Social media may expose children to images of alcohol, tobacco, and sexual
behaviors.
The Importance of Social Media
In a society where communication is constantly propelled by the newest and best social
networking website, it can seem impossible to find the value in the type of interactions promoted
by Facebook and Twitter.
Sure, everyone uses Facebook to keep in touch with his or her friends, but should legitimate
journalistic sources use Facebook to communicate with a new generation of readers?
Can anything meaningful be communicated in the confined space of Twitter's 140 characters?
There was a point when my skepticism kept me from seeing beyond the petty superficiality these
sites are prone to promote.
At the time of writing this, #ThingsLongerThanKimsMarriage was trending worldwide on
Twitter, so it's difficult to argue the site is the perfect defender of all noble causes.
I originally joined Twitter to follow the whereabouts of my favorite redhead Conan O'Brien after
he left the air on NBC. I was entertained by his pithy statements and decided to fully dive into
the Twitter-sphere, following celebrities, tabloid gossip magazines and a few of my friends from
home.
Most of the time I was searching for mindless entertainment but at the same time I also wanted
something a little more high-minded. I began to follow my local newspapers and TV stations. I
started to follow CNN, The Economist and Politico and got breaking news alerts on things
happening around the world.
I was surprised to find out how much I didn't know, but I was relieved to have a source that
would organize the myriad of important world events in a way that made sense to me. I could sit
at a table in the dining hall with nothing but my phone and actually learn something.
My personal knowledge gain, however, is trivial in comparison to some of the vast movements
that have gained traction on the web and subsequently caused real change in the world.
One of the most important revolutions in the world occurred during the Arab Spring uprisings
via social networking. It is difficult to say how much social networking actually contributed to
the organization of citizens, but one thing is for sure: Twitter, Facebook and YouTube drew
global attention to the struggle of individuals in autocratic regimes.
These sites served as outlets for citizens to detail injustices occurring under various leaders.
These injustices may have gone unreported otherwise.

13. That's not to say the media do a poor job of investigating these nations. The problem is that there
is very little access to information and national media outlets in these nations, which are often
controlled by the authoritarian figures.
Twitter and Facebook allowed individuals to tell their story with no filter. YouTube served as a
way for them to record their protests and draw attention to their cause.
They started a movement that changed the world and it was possible in part because of access to
social media sites.
Any reflection of social media would be incomplete without acknowledging how much it has
changed journalism.
Social media has the power to democratize news coverage. The masses of people who use
Facebook and Twitter create conversations that make the news. They are able to write about
what they think is important and the changes they wish to see.
Social media is also changing the way traditional news sources distribute their information.
Many have argued that posting an article on the web inherently decreases its value. The piece
then becomes part of a trend rather than part of a smart and informed society.
Transferring news from print newspapers to the web can also be dangerous for the future of the
newspaper business. Income for a traditional newspaper has plummeted leading to fewer
resources.
Moving journalism to the web, however, is not entirely negative. In fact, moving stories to a
more open space like Twitter means interesting stories will be read more often than they would
have if they were buried deep in the middle of a newspaper.
Online media have the ability to illustrate points in a way print journalism cannot. The web can
create a virtual space in which every element of a story combines to give audiences a nuanced
view of a story.
Photo galleries combine information and images, supplementing a traditional article. Videos
from important events are never seen in full length on television, but can be viewed in whole on
the web for everyone willing to search.
Blogs are an entirely different beast. They create specialized forums for people looking for
information about one distinct subject. Because they are so specified, they are able to write about
all the relevant news in topics that don't usually get coverage in mainstream media.
Electronic media also give journalists the ability to spread important information that might not
have enough details to fill out a traditional newspaper article. Instead of holding this information
until there is enough to fill a larger article or casting it aside as unusable, the Internet has become
a place where these small stories can live.
The opportunity to provide users with information on breaking news when it happens is an
unbelievable feat for journalism. Internet users have the ability to engage the public at the
moment of importance rather than waiting till the newspaper is printed.
It's incredibly difficult to predict the future of social media and journalism, but one thing is
certain — they will remain linked for the foreseeable future.
Role of Social Media in Pakistan
Media is a means of communication and media through web and mobile based technologies
which are used to convert this communication into a form of dialogue among communities,
organizations and individuals is known as Social media. Social media technologies take on many

14. different forms including magazines, Internet forums, weblogs, social blogs, micro blogging
wikis, social networks, pod-casts photographs or pictures, video, rating and social bookmarking.
Social media is strongly influencing Pakistan’s international relations. Anybody with a basic
knowledge of internet and other media tools can reach out and interact with the global audiences
any time. Social networking sites such as Facebook, Twitter and Orkut have taken over the world
by storm. Marketers in Pakistan want to tap into these technologies to gain advantages. Social
networks act as a customer relationship management (CRM) tool for various companies and
brands. To get into this business creativity is the key here. If you have got something far more
exciting and creative then it will help you spread your brand name and publicize it.
Social media has provided a wide platform for the exchange of opinions between individuals and
different communities from one corner of the world to another. The exchange of views and
opinions is more convenient than ever before and due to this the world has become a global
village having no cultural boundaries. The usual Social media optimization (SMO) methods
include distributing internet content widely across the social media sites and inviting the opinion
and thoughts of individuals. Social media can serve as a great setback for the development of
Pakistan’s industry and business worldwide. As compared to traditional media the audience can
participate any time they wish. Users can express their views by submitting their comments to
various forums and blogs. Hence this can contribute a lot to the popularity of a brand or business
in and outside Pakistan. To achieve business goals social marketing sites are being encouraged
by the companies to promote products and influence communities by their services.

15. Considering the technology and the power of social media it can shape the future of Pakistan
taking it to the higher levels internationally. Social networking sites are not only limited to
Pakistan but these websites allows young Pakistanis to connect with young people all across the
world which helps in maintaining relationships with other countries. When utilized for business
social media accelerates business process and helps in generating income. It also provides ease to
customers due to which overall the industry grows. Through this people get a chance to observe
our traditional lifestyle and activities closely which helps to heal differences between Pakistan
and other countries. Currently social media tools particularly networking sites such as Facebook
and Twitter are being utilized extensively to build the popularity growth of the youth icon Imran
Khan and his political party, Pakistan Tehreek-e-Insaf. Social media empowers youngsters and
ensures socio-political transformation in our country. If the content of social networking sites is
used in the proper way then through social media Pakistan can flourish to new level of heights.
The role of social media in changing future of Pakistan
Some inventions are so immense in their effect that they cast their shadow over the whole fabric
of society, making escape inconceivable for any segment rather all units of society have to
reorient themselves to make living under the new umbrella.
Social media has spun the social life at 360 degree so subtly that it has integrated to people’s
living rooms, bedrooms and even bathrooms – countless display pictures taken in front of the
bathroom mirrors demonstrate the obsession induced by this medium.
Presence of social media is not as vibrant in Pakistan as it is in those countries where Internet is a
common utility but its merger with cellular services made it possible to the people living even in
the remotest areas to access social networking sites.
One does not need to be a sociologist, anthropologists or psychologists to surmise the effects of
an excessively-used commodity – whether negative or positive.
There are certainly trail blazers who set the tone for others but once the path is shown, there is no
way back. Social networks were initially launched to help people get interacted and stay
connected but they have. After getting friends, got into relationships, following their favourite
celebrities or playing games with people sitting poles apart, users seek more. They are longing
for identity, reform, change, prosperity, popularity, promotion and fame and social networks can
make this happen for them.
The glaring precedence of using social media to activate a movement was seen at the turn of
2011 when Wael Ghonim, a computer engineer, engineered protests via his Facebook page, kick-
starting the demise of decades-long regime of usurper Hosni Mubarak. He called for people
through his page to protest against the dictator. The protest turned out to be too spirited to be
controlled by Mubarak and caused his downfall. The TIMES magazine hounded Ghonim by
placing him at the top of its 100 most influential people of the year.
Pakistan has an estimated population of 180 million out of which 50 per cent is below 20 and 60
per cent is below 30. So evidently the country is relying on its youth to excel in economy,
bringing stability and surfacing leadership.
The country is battling with problems like incapable leadership, corrupt bureaucracy and
powerful elite which wield unquestionable authority. The influential people do whatever they
want.
But the social media is breaking these trends by offering a platform to the people to challenge the

16. forces of status quo and their authority. The case of Shahzeb Khan can be taken as the case
study.
Twenty-year-old Shahzeb Khan, from Karachi, was allegedly shot dead by two boys from feudal
families on December 25 but police were reluctant to register a case against the nominated
perpetrators.
The people took this injustice to micro blogging site, Twitter, and expressed their discontent
against the system that shelters big fish and tramples less powerful. The tweeters demanded the
chief justice of Pakistan take suo moto action against the killers.
Raising voice through the social media, protesters refused to give up to the discriminatory
system and their stated goal was to keep on protesting with such a vehement on the social media
that news media and authorities would be forced to take notice and they successfully did it.
The protest got viral soon and the news media had to play up the issue. The CJP responded to
their defiance by calling up the Sindh police IG and ordered the authorities to arrest the killers in
24 hours and seize their family assets.
The social media can be a catalyst in elimination of a discriminatory, unjust system and
unquestionable authority of the ruling elite, prompting people to seek political transformation. In
another social media campaign few weeks back, host of TV actors and producers voiced against
the invasion of Turkish soaps on Pakistani channels and they launched their crusade via
YouTube and Facebook, urging users through a video message to support their cause.
Advertisement, campaigning, promotion and moulding or forming public opinion is all about
communication and inducing one’s message into the minds of recipients. While watching TV,
reading newspaper and Internet surfing, the ads we encounter are imposed on us whether we
want them or not.
Contrarily, on the social media no video or other sort of message can grab our focus unless we
want it, thus gratifying our thrust for desired content instead of receiving unwanted message.
Outreach of social media cannot be denied in the currents age and its spectrum is sprawling over
every realm of life including the most common, important and human aspect of individual as
well as social life, like politics, economy, justice, entertainment and relationships – all getting
integrated with the social media.
Politicians will be overlooked and overshadowed, if they do not come on the common platform
to get connected with their electorates. Even naive business houses will not be in position to
ignore the vitality of the social media that is rendering the biggest springboard to disseminate
their message. Celebrities’ will be gauged with the volume of Likes on their Facebook pages,
followers on Tweeter and stardom will descend on those who will have maximum hits on
YouTube. On individual level, the social media inculcated a sense of being important to the
consumers. One can have indefinite admirers for his passion that otherwise was concealed or
struck in a dead alley.
It gives excitement of knowing round-the-clock updates about the people we admire, adore, love,
care for and follow.
It can be summarized that the social media will be the stage on which all actors will have to
perform, sooner or later, to build the image for themselves of a vigilant and active component of
society.

17. Social Media And Politics In Pakistan
Reff: By uElect Staff / 3 March 2012
New communication technologies—especially social media via the Internet— have become
important resources for the mobilization of collective action and the subsequent creation,
organization, and implementation of social movements around the world. The development of
social media created opportunities for Web-fueled social movements, or cyber activism, to
change the landscape of collective action. Cyber activism is a growing field of scholarly inquiry,
though it is not yet well understood, and it is largely lacking a clear, cohesive direction.
In addition to supporting political and social movements in more conventional ways—by
providing opportunities for political expression, symbolic identification for collective actors, and
information exchange—new communication technologies may serve a novel instrumental
function.
There is little doubt that social media played a significant role in the revolutions that have struck
the Arab world since late December 2010. In the case of Egypt, activists had been engaged since
2009 in online discussions and debates on sociopolitical conditions, which eventually developed
into a full-force revolution. What these activists were doing—in terms of debating, organizing,
and planning—is not new in itself, but the means employed to communicate with each other and
execute the revolution represents an important new resource for collective action. Social media
introduced a novel resource that provided swiftness in receiving and disseminating information;
helped to build and strengthen ties among activists; and increased interaction among protesters
and between protesters and the rest of the world. Information about the events that led to the
protests was spread largely through social media technologies, and the encouragement and
sympathy offered via social media channels inspired and boosted Egyptian protesters, who were
linked not only to each other, but also to Tunisian protesters, Egyptians abroad, and the outside
world.
If one opts for a research I am sure the words CHANGE, REVOLUTION, YOUTH and
SOCIAL MEDIA would be beyond any doubt the frequently exploited ones in the political
rhetoric and contemporary media in both print and electronic versions in Pakistan. So it is
nothing but the E-form of what has been happening all around the world. The uprising in the
Arab World, Twitter Revolution of Iran and the Occupy Wall Street are examples of the major
movements that were floated as an idea on the social media outlets, discussed, criticized,
promoted and then implemented as full-fledged movements where some ended up with expected
outcomes and others failed. But the most important point that is to be noted is the use of social
media in an objective way can bring desired outcomes.
Following these trends in cyber activism a group of IT professionals and Researchers in
Governance, Public Policy and Development sector have developed a project of E-governance
named as uElect Pakistan. It is an endeavor to use Information and Communication Technology
(ICT) for the exchange of communication between citizens in individual capacity as well as in
organized social and political associations like political parties, civil society, communities etc.

18. As electoral process is the only key to a substantial and righteous change in Pakistan, uElect
Pakistan attempts to play a vital role in enhancing the importance of this whole process under the
principles of good governance with the use of best possibly available modern technology.
uElect Pakistan is meant to work in three phases. First and the most important phase has already
begun. This is the pre-election phase where a number of political parties with different agendum
are already in the ground to contest for the upcoming elections. uElect Pakistan will get the
future agenda of these parties through the rally speeches, press-releases and news reports from
Pakistani media and make it public . Being an independent body uElect will simply put forward
the plans of the leadership of these parties categorizing it into the indicators of good governance.
In brief these indicators will include Provision of Fundamental Rights, Education, Health,
Justice, Religious Freedom, Tolerance, Equality,Democracy, primacy of Rule of Law,
Employment, Accountability and Transparency, Rights for Women and Minorities, National
Integration, Grass root level development, a viable Economic and Public Policy, deferent and
equivalent Foreign policy etc.
The first phase will also include the dissection and critical analysis of manifestos of all the
contesting political parties in comparison with the aforementioned indicators of good
governance.
Hence, this will pave a path for the public to make their choice in voting for that particular party
which vows to fulfill their needs and caters their problems.
The second phase of uElect is during the elections. It is to ensure the free and fair status if the
elections once again through the party reports of polling , reports from media and uElect
Pakistan’s own reporters from all over the Country. uElect Pakistan will attempt earnestly to
avoid rigging and fraudulent manipulation of polling.
The third phase of uElect will be after the electoral process completes. It will initially work as a
reminder for the elected parties and their candidates of their promises with the public. It will hold
them accountable to the public in case of their failure in turning their vows into policies.
In short uElect Pakistan is a newer form of social media that will initially work as an
independent and neutral campaign for the best parties to come forward through the electoral
process and bring about the long desired substantial and righteous change through viable options.
Later it will hold the leadership accountable to the public with a comparison of their pre-election
vows and post-election performance and policy. By creating a healthy debate among various
stakeholders, Uelect will ensure the party politics is based on policy matters and not mere
rhetoric and blame games. Specific technology tools and application and partnership with
likeminded individuals and organizations, Uelect will generate a broader policy paradigm and
guiding principles for all political stakeholders.

19. Did Social Media Play Crucial Role in 2013 Election of
Pakistan?
Social Media, a term, a name, you must be aware of it. We listen about Social Media almost
daily, in news, from friends, from family members. A Very important question is here, is Social
Media going to do “something” in the Upcoming General Elections of Pakistan?
Let’s see first, which form of Social Media are common here in Pakistan?
Yes! Facebook is on top, and Twitter on number 2.
We have to see that which Political Parties are using Social Media Officially?
Almost all the Political Parties have their Official Presence on the Social Media. We will discuss
these two forms of social media here, i.e Facebook and Twitter, because these are the two
common forms of Social Media being used in Pakistan.
There are words, that show you that there will be no change with Social Media in the coming
election, or Social media is not going to play any crucial role in the upcoming election, Let’s
have a look;
 The Pakistan’s literacy rate is very low.
 Large chunk of Pakistani population lives in rural areas and the votes are given on the
basis or “Baradri system”.
 Due to low literacy rate and the people living in rural areas they don’t have access to the
Social Media.
 In villages again the votes will be casted on biradryism and ancestors affiliation with the
parties.
 Social media is unable to show the menifestos of parties and is marely working on blame
game and the language which is used on social media to spread one’s agenda is so
unethical and vulgar which could not bring a positive change.
But in my view, Social Media is going to play a very important role in the upcoming elections.
Let me give you the example of Imran Khan first!
I still remember the time before Imran Khan’s Rally in Lahore, when the local media was giving
little importance to Imran Khan’s statements, his tours etc. But the Social media team of Imran
Khan was updating their voters and supporters via Social Media, and if we view PTI’s current
stats of Social Media, only of Facebook, they have around 2 Million Likes on their Facebook
Pages and around 0.5 Million on their Twitter profiles.
So the story begins, PTI was among the pioneer Political Party, which was using Social media
more effectively. The reason behind this was very simple, their mostly supporters were young

20. and Social Media addictive. Their Social Media team was comprising of the best social media
guys, like Dr.Awab Alvi. The Dentist, but a social media master.
PTI was gaining a good response from the youth of Pakistan on their Social Media Profiles. They
kept updated their social media audience about all the recent happenings of PTI. Then Imran
Khan announced a rally in Lahore, at Minar-e-Pakistan.
This was the first test of Imran Khan, and he passed that with extra-ordinary grades. No one was
expecting a huge rally like that, but We saw, that was one of the biggest rally in the history of
Pakistan at Minar-e-Pakistan.
Now look! Sorry to say, Traditional Media was not giving the actual coverage to Imran Khan
before that rally, but People gathered there, and huge people, and I had seen people coming from
the Waziristan to participate in that rally.
One of the major factor behind that rally was the Social Media, yes! That was the Social Media
who kept alive Imran Khan in news, in discussions, at different forums.
You may not agree, but I think it was the Shahbaz Sharif, the Chief Minister of the Punjab, who
was in fact inspired from Imran Khan and then he launched his Twitter and Facebook
Profiles(Though those profiles have also gained much popularity and he is one of the most
popular politicians of Pakistan on Social Media)
According to latest report, Facebook has achieved another milestone, and that is, it has
completed it’s 8 Million Users in Pakistan.
Now don’t you think, that these 8 Million, educated people are going to make a big difference in
the Up coming elections? I am not talking about Twitter and other Social Media forms at the
moment?
Don’t you think that the Political Party having more audience on their Facebook Pages is going
to be more successful?
Don’t you think this is the best and Cheap way as compared to the Local Media(Which increases
it’s advertisement rates by 10X in Election Days), to spread your words in your supporters before
or during the elections?
There are daily online Polls on Social networking sites regarding the popularity of different
Political Leaders/Parties which give you a general Idea about the upcoming results of the
Elections(Though Election itself is a Final Result).
PTI has taken a lead again at Social Media, by issuing their Code of Conduct of Social
Media. Their were allegations that the PTI Supporters use abusive language on social media
against all their opponents. But by Launching their Social Media Code of Conduct, they have
given an answer in advance to all of the opponents who were going to raise their fingers in future
towards PTI regarding Social Media Blame Game!

21. In Current Scenario it seems that only the PTI, PML-N, Pervez Musharraf, these guys are serious
to use Social Media in the Up coming Elections. The sense of Social media is still in developing
phase here in Pakistan. It will take time, but the future is very bright(If we don’t see a Ban on
Facebook or Twitter in Coming Future – As this practice had been done in Past, in 2010.)
The People Of Pakistan, Elections And The Role Of Social
Media : 11th May 2013–A Day To Remember
Elections in Pakistan have never created such a hype! Former “vote kon dalay” and “choro yaar,
chutti manao, sojao” statements suddenly turned into aaangootha chalao, mulk bachao and
Pakistan ko vote do. The birthdays and wedding days seemed less anticipated before the day of
11th may.
The most awaited day was welcomed with energetic and buoyant smiles that indicated optimism.
These smiles portrayed profound confidence that the prosperity of Pakistan was just 9 hours
away. Just a few hours, and there would be a change: old politicians, who had been gifting our
state to their successors would never be seen again, and the Pakistan that every Pakistani dreams
of, will emerge.
The enthusiasm was so much, that queues started assembling outside the polling stations by
8am. The volunteers were shocked as never had such many people come to cast vote! Thanks to
the immense energy of the youngsters; this time, and for the first time, it was them, who
motivated everyone to vote. Creating forums, groups and campaigning on social media turned
out to be highly successful. From 90 year olds, who had literally never voted to the newly-
turned 18 year olds, everyone actively participated, got out of their houses and casted vote. The
campaign took a height when a number of reputed restaurants announced free gifts to those who
will cast vote.
Election services were never this managed as they were this time. Overseas Pakistanis regretted
being away. They had their eyes stuck on the Pakistani channels to know the current situation
and the results as soon as they were announced.
The phrase “United We Stand” was truly observed today, when the students galvanized and set
people in motion. Of course, rigging was observed at many polling stations, but hey, this time, it
was the” Pakistanis” who were in action.
Posts on social media and reporting the TV reporters immediately made the higher authorities
take action, and voting at the polling at stations like NA 250 was resumed with a new zeal. The
passion was remarkable – the patriots went to cast vote for the second time!
Sixty six years ago, people got united for their autonomy, rebelled for their freedom and rose for
the sovereignty: the struggle and unity gave us Pakistan, and today, this Pakistan will witness the
history. This, my people, will be the independence day.

22. Role of social media in election 2013
By Imran Hussain - Mar 4th, 2013
Pakistani Nation will get yet another chance to elect their representatives in Election 2013.
In the next two months, we will see election campaign in full swing with political parties
reiterating their “change” and “inqalaab” mantra. Slogan of Change is popular even in
successful and prosperous societies around the world. President of USA; Barack Obama
won his election on the slogan of change. Unfortunately, we have been changing the faces
but not giving the chance to those who could change the system in Pakistan. What has
changed after holding various elections in Pakistan? The current democratically elected
government completed it’s tenure of 5 years but not even 5 basic problems of the common
man was addressed. Why our democracy has failed to deliver when democracies in Great
Britain, USA and India have flourished.
Answer is simple; we are electing wrong people for the right job. Our electronic media is too
busy in the competition of breaking news that media is losing focus on important national issues
in the much happening country. The media rightly trying not to take sides of any political party
but forgot about distinguishing the thin line between the right and wrong sides. The unbiased

23. attitude of our print and electronic media has made them shy to clearly point out the honest,
educated and patriotic leadership for Pakistan.. Why our media can’t boycott members of
parliament convicted of corruption charges and fake degrees ? You have to become biased in the
larger interest of Pakistan.
Is this not the duty of investigative journalism to expose in public the owners of Raiwind Mehal
and recently build “ Bilawal House “ in Lahore. Where the political parties led the Nation with “
roti, kapra aur makaan “ , “ qarz utaro, mulk sanwaro “ or “ parha likha Punjab “ slogans and
schemes ?
There is debate going on about the implementation of Article 62 & 63. Analysts are questioning
that which institution will have the authority to decide about the honesty of the candidate or he/
she has not been convicted for a crime involving moral turpitude or for giving false evidence. I
agree that no institution can do this except the institution comprised of 180 million people “
Nation of Pakistan “. People are the best judge to scrutinize the candidates of their
constituencies. These candidates are living in our cities and towns and we can easily judge with
their background, life style, history of changing loyalties and contribution towards the society
that how sincere they are with the oppressed class.
We might not compete with the advancements in the 21st
century but we cannot deny that we are
living in the 21st
century. If we see the world from the Pakistani angle, we realize that rest of the
world invented some kind of time machine which carried them to the world of future. We did not
buy the tickets of this time machine and now our Nation is stranded in the 19th
century with no
power, gas, education, economic growth and employment. Or should I say that when the rest of
the world was planning to invent the machine to conquer the world, we were selling its tickets in
black.
We have to stand up and start our national struggle to meet the objectives and goals of Pakistani
society. The recent revolution in Middle East called “Arab Spring “ is the success model for our
Nation. Social Media played vital and decisive role in spreading the message of revolution
around the Middle East. The power of social media was witnessed by the world when massive
campaigns were run on Twitter, FaceBook and You Tube.
The revolutionaries from Egypt, Tunisia, Libya, Yemen and Bahrain decided to use the modern
tools of cyber world to demolish the inhumane tools being used by the oppressors. The self
immolation of Mohamed Bouazizi was the event which started this fire in Tunisia and then
organized campaigns on social media ignited the flames of revolution in the Middle East. It was
a highly organized campaign on social media which gathered millions of people in these
countries who were ready to topple their corrupt governments.
We do not want to bring revolution with the power of bullet in Pakistan but we want to see
peaceful revolution which would be durable and sustainable for the country. In upcoming
elections, we could use the power of ballot to bring this revolution. The youth of Pakistan could
use social media to educate and provide awareness to the common people of their right to vote.
They could expose the cruel faces of our feudal lords, industrialists, religious extremists and
corrupt ruling elite.

24. Our youth has to understand that now we don’t have any excuse on how to spread the ideology
and philosophy of truth after the vibrant presence of social media. Newspapers and TV channels
might not give us the space and time to educate the people but social media is giving us equal
and fair opportunity to spread the message of revolution. We have the freedom of speech now in
Pakistan through social media which allows us to address our domestic and international
audience at the same time.
Educated, honest and Middle class leadership is the need of our domestic audience for
progressive and prosper Pakistan where as the same phenomenon would make the region stable
and peaceful for international stake holders.
Conclusion
Elections 2013 are over and result are coming in but
what many people are forgetting about is the role of
social media in the elections. Although the social media
has not affected the result of the elections but it has
definitely helped people understand their national. The
turnaround of the voters reached around 63% which
without social media wouldn’t be possible.
Political parties, activists and general public used social
networks such as Facebook and Twitter to encourage
each other and convince people to come out on May 11
and cast their votes. By many political workers,
journalists and lobbies the election has not been much
free and fair compared to other areas of the country but
social media played it part. Even now the social media is
now proving to be a platform to collect evidences.
What is conclusive here is that the social media cannot change the result of the election but it
definitely has the potential to change the mindset of people and bring an action to place.