Social Media and its
in Political Campaign
• The Internet is a globe that involves virtually all levels of the political communications,
now a days.
• Social media has caused major changes in the political communication and has
become useful resource often used by the politicians in order to strengthen their
visibility. And Lok Sabha 2014 election is the biggest example and game changer in
terms of cast more vote, candidates data, daily work done by candidates and
campaigns during election.
• All the new media resources viz., the websites, blogs, Facebook, Twitter, Google Plus ,
YouTube, Pinterest and etc…of the politicians or the political parties allow the
declaration of a informal identity in form of daily works, rallies and contribution to the
• Online Surveys, questionnaire on different media website, mobile apps and social
pages are more approachable than newspaper reading and mouth whispering.
What is Social
• The revolution called SOCIAL MEDIA has actually taken the world by storm .
• Its growth has been exponential where Radio took 38 years to reach 50 million users, TV took 14
years to achieve the same target.
• The internet got there in 4 years, iPod took 3 years for the same whereas Facebook added 100
million users in less than 9 months.
• Facebook has more than 1.2 billion active users
• Twitter counts more than 200 million users
• Google Plus has more than 540 million users
• Social Media has emerged as an essential tool of communication for political
parties now a days as mostly youth are come forward to join politics and in
political activities ranging from joining their political groups by:
• Facebook Status Update and Photo posting with #hashtag trending
• Tweeting Short Messages, Twitter with #hashtag trending
• Expressing Supports Through Blogs
• Rally Videos, bytes of contestants and general views of voters on YouTube
• Group Hangouts on Google+
• 3D Technology and others
Social Media and
• Presently, youth and middle age voters are on Social Media. That is the reason
Social media is playing a considerable new role in Indian democracy.
• With the changing scenario of Indian Politics, political parties and politicians have
found a new ways of reaching out to a younger and target population.
• According to survey, Facebook users in 160 Lok Sabha Constituencies is more than
the victory margin there in last election.
• This means Facebook users could be potential swing vote-banks in 2014.
Social Media and
•But among major political parties in India, BJP has the biggest charisma in social
media in 2014 elections.
•Where the Congress which is India's grand old party realized the importance of the
social media much later.
•Anti-corruption campaigner-turned-politician Arvind Kejriwal from new party AAP is
active on Facebook, Twitter and Google+ and YouTube.
Party Strategy on Social Media by Parties
Party Strategy BJP CONGRESS AAP
Facebook Pages Ek hi Viklap Modi
-vote for change
-I Support Narendra Modi
-Narendra Modi for PM
- Congress party
- Indian youth congress
-Indian National congress
-Youth for Congress
- AAM Aadmi Party
-AAP for Hope
-India against corruption
-Arvind Kejriwal for Hope
#Vote for AAP
Blogging bjporg.blogspot.com www.aiccblogspot.com www.aamaadmiparty.org/blog
Google 3D Yes No No
Google Hangout Yes Yes Yes
Door to Door Yes Yes Yes
Others Pamphlets , fliers, Billboards
,paper ads, TV ads, Chai pe
Charcha, Road show, Missed Call
Pamphlets, fliers, paper ads, TV ads,
Billboards or Hoardings ad, Road
Pamphlets, Fliers, Road Show, Give a
missed call and join AAP
Facts of Political Parties gain through Social
BJP Party Congress Party Aam Aadmi Party
Facebook likes 05 Aug: 6,061,448
06 Aug: 6,067,480
05 Aug: 3,361,721
06 Aug: 3,362,494
05 Aug: 2,180,890
06 Aug: 2,181,445
Twitter followers 05 Aug: 6,99,317
06 Aug: 7,00367
05 Aug: 2,08,767
06 Aug: 2,09,008
05 Aug: 8,05,368
06 Aug: 8,06,093
YouTube subscribers 05 Aug: 67,172
06 Aug: 67,183
05 Aug: 10,164
06 Aug: 10,167
05 Aug: 44,831
06 Aug: 44,835
Data comparison of 5th and 6th August 2014
# Within two days BJP’s number of likes increased by 6032, whereas INC only
by 773 and AAP by 555 (Facebook Data)
Haryana Assembly Scenario
•Total Population of Haryana as per the census 2011 - 25,353,081
•Literacy rate of the Haryana is 76.64%, which is quite high.
•Total Assembly Seats in Haryana: 90
•Gurgaon City has highest literacy rate followed by Panchkula at 81.9 percent and
Ambala at 81.7 percent.
•District Rewari has the highest literacy rate in Haryana of 74%, higher than the national
average of 59.5%
•Male literacy is 79% and Female literacy is 67%
•According to survey Iris- a company at the time of Lok Sabha Election released a
statement: Internet users to be kingmakers in Haryana, will impact 8 Lok sabha
Potential Online reach in Haryana
Total users in Haryana
Total users in Haryana
3,000,000* 3,000,000 people
* Approx. Figure
Factors to do Social Media
• Timing spend by people on different social media and some rule of thumb times that are
best to post to different social media sites.
Facebook – 1 to 4 p.m.
Twitter – 1 to 3 p.m.
LinkedIn – 7 to 9 a.m. or 5 to 6 p.m.
Google+ – 9 to 11 a.m.
Pinterest – 2 to 4 p.m. or 8 p.m. to 1 a.m.
• Uses of Images: For increase engagement
• Measuring Success online
• Authentic networking
• Brand consistency
• Engaging presence
• Integrated technology
• Content that counts
Gender Respondent Percentage
Male 68 68%
Female 32 32%
Age Group Male Female
18-25 64% 74%
25-30 34% 25%
30-35 2% 1%
• Table reveal that out of the 100 respondents
• 68 percent of the respondents were male
and 32 percent of the respondents were
• The respondents were divided into three
different age categories.
2 - 5
female Time 0-2 h 2-5 h 5-8 h 8+
5- 8 Hrs 8+ Hrs.
Male 45% 33% 28% 4%
Female 65% 21% 11% 3%
every day on social
Primary use on social
media for political
Facebook Twitter Blog Others
Male 74% 13% 5% 8%
Female 81% 7% 3% 9%
Followers on social
Sl. No Response Overall
1. Yes, regularly 24.9
2. Sometimes 69.6
3. Not at all 5.5
Local Issues are more
focused on Social
1. National issues 35.6
2. Local Issues 41.3
3. Candidates quality 23.1
Most visible Political
Party on Social Media
1. BJP 64.2
2. Congress 4.2
3. AAP 28.9
4. Others 2.7
Social Media vs Traditional Media
•Radio, Newspaper, TV, Magazines, print, hoardings etc. are very known examples
of Traditional Media for decades.
•Social Media is any technology that allows people to network with one another. It’s
about engagements of people. Like Facebook and Google+.
•Social Media is interactive and cost effective by nature, whereas traditional
marketing is passive.
•Social Media campaigns can be sculpted and toned to accommodate a specific
target market, whether its local or world wide.
•Traditional Media will often present the product or offer, but the “interaction” ends
there. When it comes to Social Media, the company and consumer truly interact
and react off each other.
•Unlike traditional media, most Social Media vehicles are created online, allowing
for a more malleable platform.
How Social Media is
Integrating ONLINE OFFLINE efforts
E-mail (voters management) Telemarketing
Social Networking, many places at
Applications on campaigns Traditional media
Advertising cost effectively Community organization
Party management Mass meetings, rallies
Internet lobby Offline lobby
Google Plus Marketing
Google+ Account Set-Up
Write applicable posts
Increasing Google+ Followers
Google Plus Community
Linkedin Profile Creation
Linkedin Company page creation
Increasing Company page
Linkedin Profile Maintenance
Weekly Linkedin Profile Updates
Pinterest Account Creation
Creation of custom business
Updating of pin boards
Increasing Pinterest Followers
Following of relevant Pinners
MetaData writing for each video
Increasing Youtube likes
Video Editing (If required)
Channel Subscribers Tracking
Promotion of videos on Social
Press Release Writing
Press Release Submission
Monthly Work Reports
•Documentary is the easiest way to promote online as well as offline.
•Documentary is the recorded programs and instruction used to promote their
party achievements and individual identities.
•Documentary grab the public attention easily through audio/video format.
•Documentary should be useful in remote or rural areas where internet facility is
not available, through the help of projector.
•Message send directly to the voters without physical presence.
• Social Media is the cheapest marketing tool around. Hope it could helping your party
to present your work, achievements in Haryana.
• The message of the campaign contains the ideas that the candidate wants to share
their work and commitments, rallies with the voters.
• Social Media has emerged as an option much better than other traditional means like
newspaper and mouth whispering.
• Tablets and smart phones are in, people prefer everything on their palm in as easy
format as possible. And social media meets this requirement of the modern
Each campaign and candidate have different work style and personality that
need to be highlighted in the work of promoting and overall image of the
•Website & Blog
•Facebook, Twitter etc in Social Media
•E-mailers, Mails & then collect voters data base
•Activism: active people, campaign, rallies emails etc.
•Online Media Press
Services by Media
Digital rights management
Innovative media planning
Social media video production
Brand communication strategy
3D print and web development
Social media Campaign design & development
Co-sponsorships & merchandising
Creative services Website development
WAP and SMS
Support and analytics
Tracking tools Customized solutions
SEO(Search Engine Optimisation)
SEM(Search Engine Marketing)