This document analyzes the Facebook presence and engagement of various political parties in Tamil Nadu, India. It finds that traditional party membership is declining while social media followings rise. Younger voters are less committed to parties than older generations. The document recommends that parties leverage social media more to mobilize supporters and voters, as online activism is growing while offline activism declines. Social media allows cheap mobilization of conditional members around election time. It also presents fundraising and organizational challenges that parties will need to adapt to.