Social media is proving to be a decisive factor in the run-up to the 2014 General Elections and one who deserves a special mention in this race is AAP, the newest political party on the block and the most impressive of all.

1. How is AAP Fairing on Social Media Race?

2. INTRODUCTION
• Indian Democracy is all set to undergo the process of political revolution by the end
of May 2014. As the biggest political clash of the year draws in closer political parties
have escalated their efforts.
•With BJP toiling hard to reach out to its followers and Congress picking up in the race
to be socially active, AAP has been the pioneer in executing some unique campaigns
on the social media.
•Well, one can’t deny that AAP’s presence on Social Media has been commendable
and they have been trying every possible strategy to lure Indian voters to click on the
broom this voting season.
•How effective has their strategies have been their plan of action? Lets take a peek at
AAP’s strategy.
Introduction

3. • Aam Admi Party (AAP) has crossed 1.8 million fans mark on Facebook
• AAP has recorded 42 lac views on Youtube with 40,852 subscribers but YouTube
engagement rates are much higher than its counter parts.
• With twitter campaigns like #AAPsweepsDelhi, #Vote4AAP and #Akdelhijansabha
the party is leading in no. of followers in comparison to BJP and INC.
• AAP has more Facebook Engagement scores, AAP and Congress are lagging behind.
Also, AAP is leading on Twitter Engagement and Congress is seen to be catching up
quickly.
• AAP has recorded the lowest number of web mention 2,575.
Key Findings in this Report

4. Aam Aadmi Party (AAP)
• Aam Aadmi Party (AAP) was formally launched on 26th November, 2012 as a result of
differences between social activists Arvind Kejriwal and Anna Hazare during India against
corruption movement.
•The party came into highlight during Delhi Legislative Assembly elections 2013 where it
rose as the second largest party winning 28 seats out of 70.
• Since the win, Arvind Kejriwal and his party members have been constantly trying to win
votes of common people through various strategies. Some of it influential strategies were
demanding for Jan Lokpal Legislation, demanding of stronger anti-rape law and alleging a
nexus between government and leading corporates.
•AAP has been successfully utilizing IT and social media platform to engage and
communicate with their audience through the integration of platforms like Facebook,
Google Hangouts, Mobile Apps, Page, Twitter handle, Youtube Page, Whatsapp,
integrated offline-online campaigns

5. • Aam Aadmi Party (AAP) has the lowest presence on Facebook in comparison to other
major parties like BJP and Congress. The Official Page has 1.8 million fans with 0.44 million
people engaging actively with the party.
•But, if we were to see in terms of percentage engagement of followers, AAP ranks top with
25.6 % engagement followed by BJP and INC
• The party’s growth on facebook is phenomenal, their communication includes information
about upcoming events and rallies, list of candidates, speech videos from Mr. Arvind
Kejriwal and other party members , graphics and videos and persuasive appeals to
contribute and donate for a new vision of India. This can be attributed to the quality of
content posted , consistency in communication and the seamless integration across
platforms.
AAP on Facebook
Facebook Fans 1,862,125
Engagement 444,009
% of Fans Engaged 25.57

6. AAP on Facebook

7. AAP Engagement Over Time on Facebook
As can be seen from the info graphics, AAP has been trying to catch up on the strategies for
effective engagement over Facebook platform. Also, the number of followers are comparatively
less for AAP in comparison to BJP and Congress hence, the slope is positioned below the lines of
other two parties.

8. AAP Total Engagement On Facebook
AAP registers a total engagement of 74 thousand approximately and the engagement percent of
fans is 25.57 %. These numbers validate the impressive social media strategy in engaging the
audience but the number is comparatively less than BJP & INC.

9. • Aam Aadmi Party has a very dominant presence on twitter with 599561 followers and a
well managed network of twitter handles, the party manages to maximize the reach and
timeline deliveries. The tone and theme of communication remains the same as that of
Facebook but with more contributors and associates.
•The party runs a live commentary of events as they happen along with posts spreading
awareness, complementing offline events, seeking donations, sharing greetings,
membership calls, quotes from prominent leaders , retweets from leaders and members
• BJP utilizes twitter brilliantly by using hashtags which are in sync with running campaigns
like #JoinAAP, #ScamsofUPA & #VoteforAAP.
AAP On Twitter
Twitter Followers 599561
Twitter Engagement 163014

10. AAP On Twitter

11. Tweets Over Time On Twitter
Tweets over time on Twitter have been high all the time except for a little downfall on 27th and
1st April. Tweets were concentrated around #JoinAAP, #ScamsofUPA, #AskDilipAAP and
#DelhiJansabha.

12. Mentions Over Time On Twitter
Mentions over time for party shoot up whenever online-offline campaigns are executed. During
this time interval, Google Hangout sessions, accusing of other parties receiving foreign funding,
Goa mining scam have resulted in higher no. of mentions.

13. Total Engagment On Twitter
AAP has managed to engage their twitter audience quite well and the Total Engagement Figures
for AAP on Twitter are highest in comparison to other parties as the it has a network of twitter
handles managed by AAP members effectively.

14. • The Youtube channel for Aam Aadmi Party started in 2012 houses a collection of 5000+
videos. The Channel has 40871 subscribers , with 4258073 views registered till date this
verifies the fact that BJP has authoritative presence on social media.
• The party has managed to deliver content which mesmerizes the viewers. Videos are
focused on bringing various issues related to corruption and scams into limelight, speeches
from Mr. Arvind Kejriwal, Q&A sessions with prominent leaders including coverage of
several events and calls for donation.
•The party realizes importance of the medium and pulse of target audience really well that
is the reason why AAP managing fairly in delivering rich and engaging content on YouTube.
AAP On Youtube
YouTube Subscribers 40871
YouTube Engagement 18587
Video views 4258073

15. Adopting the new trends, AAP has been
using live streaming and has launched a
Jansabha campaign through YouTube. AAP
has also been using YouTube features such
as annotations, featured playlist, Tags,
Descriptions, Titles and Captions in an
effective manner. Great Content and an
optimized channel are helping them drive a
lot of traffic to their YouTube channel.
AAP On Youtube

16. AAP On Youtube

17. Rating Per Video On Youtube
The Rating per video for BJP is highest for AAP because of its content and crux in their
arguments against the government. While both BJP and AAP have maintained to have
negative sentiments, Congress has managed to have a neutral sentiment on YouTube
during this interval

18. Total Engagement Vs Subscribers
The Total Engagement Vs Subscribers metric shows that AAP is fighting in full pace with BJP which
is ahead in the race. The success falls on the shoulders of rich , dynamic and engaging content
along with the dedicated team of volunteers and supporters who propel this content to nooks
and corners.

19. AAP - Media Mentions And Sentiment Analysis
AAP enjoys a fairly neutral sentiment like BJP and Congress. Positive sentiments come
from the roaring success of offline-online campaigns, negative sentiments can be
attributed to internal rift . AAP has lowest media mentions (357) among the three with
BJP has recorded maximum number of web mentions (746).

20. AAP - Media Mentions And Sentiment Analysis
BJP has a neutral sentiment with certain spikes for negative sentiment because of its association
with Congress. Increase in positive sentiment was during Mr. Arvind’s visit to Varanasi.
Negative sentiment was during Ink splashing on him which is seen to be reducing gradually.

21. AAP - Media Mentions And Sentiment Analysis
Overall the Party in the recent times is recording a neutral sentiment 82.1% across mentions and
communication. The party might receive more positive sentiments now with the launch of new
mobile application and google hangouts with party members.
Negative sentiments are basically associated with accusing AAP of joining hands with Congress.

22. Conclusion
• The Key highlight of BJP’s social media strategy is the seamless integration across
various platforms with consistent communication and messaging.
• The party has launched some exceptionally innovative 360 degree campaigns and
initiatives like Vote for Change, Jan Lokpal legislation, Google Hangouts with Mr.
Arvind Kejriwal and other major party influencers to register their presence
synonymous with Growth, Development and Good Governance.
• The brilliant Offline-Online Integration of the party’s activities has definitely helped
the party in expanding their reach. Overall, the party’s approach towards the digital
and social media has been outstanding and impressive.
• The party has been phenomenal in terms of the usage of different social media
platforms to the best of their capabilities. The numbers , facts and figures depict that
‘AAP is faring well on the Social Media Forefront and because of the innovation in their
efforts its getting difficult for the competitors to catch up with them.

23. REPORT BY – SOCIAL SAMOSA