Social Media and its Importance in Political Campaign

Presented By- Saurav KishorReg. No.- 112529036

Introduction • The Internet is a sphere that involves virtually all levels of the political

communications.

• 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.

• All the new media resources viz., the websites, blogs, Facebook, Twitter, Google Plus and etc..

• of the politicians or the political parties allow the declaration of a informal identity of politicians contributing to the customizing of the political discourse.

Social Media

• 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. • In the past few years, social media have made a rapid growth in terms of

user counts globally. • Facebook has more than 1.2 billion active users. • Twitter counts more than 200 million users . • Google Plus has more than 540 million users.

(Sources- Facebook Statistics & Wikipedia)

Review of Literature Social Media and Politics

• Social media has emerged as an essential tool of communication for political parties.

• Social Media has created new ways of political activating and encourage social media users in political activities ranging from joining their political groups by:

• Tweeting Short Messages in Twitter. • Facebook Status Update. • Expressing Supports Through Blogs. • Videos on YouTube. • Group Hangouts on Google+ • 3D Technology and others

Social Media and Indian Politics

• Social media is playing a considerable new role in Indian democracy. Presently.

• 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.

• It is really a long leap from the times when politicians were relied mainly on posters, cardboard, cutouts, graffiti, banners and personal appealing to win over voters.

• BJP started using the social media even before 2009 general election, which it lost.

• 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 is active on Facebook, Twitter and Google+ and YouTube.

Party Strategy BJP CONGRESS AAP Facebook Pages Ek hi Viklap Modi

-vote for change -I Support Narendra Modi -Narendra Modi for PM-Mission 272+

Congress party - Indian youth congress -Indian National congress -Congress India-Youth for Congress -NSUI

- AAM Aadmi Party -AAP for Hope -India against corruption -Arvind Kejriwal for Hope-IITian AAP

Twitter #abkibaarmodisarkar#mission272+ #Imodi #BJP2014 #Bharatiyajantaparty

-#voteforRG#VoteforRahulGandhi#voteforcongress#indiancongressparty#congress2014 #congressagainstcorruption

#Vote for AAP#Arvindkejriwal4change#AAPpopularity#Thunderclap#Aapforhope#Indiaagainstcorruption

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

YouTube www.youtube.com/user/BJP4India

www.youtube.com/user/congresspartyindia

www.youtube.com/AAP

Websites www.bjp,org www.bjpdelhi,org

www.inc.in allindiacongress.com

www.aamaadmiparty.orgarvindkejriwal.co.in

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 show

Pamphlets, Fliers, Road Show, Give a missed call and join AAP,

Social Media Strategy to win elections 2014 of Political Party mainly BJP, Congress and AAP

Facts of political parties in social media to woo voters 

Social Media Followers BJP Party Congress Party Aam Aadmi Party

Facebook likes 3,400,000 1,800,000 2,500,000

Twitter followers 417,000 1,063,00 5,1700,000

YouTube subscribers 4450 0 5117 40845

Google+ 7,398+ 3,125+ 1,41,366+

METHODOLOGY• Research methods are used to determine, discover, interpret, and formulate facts. • The main sources of information that used in this Research were issued from

Internet articles , Newspapers and online blogs .• Moreover, there are sufficient scientific articles which focuses on social media

political campaign are also studied in order to provide a stable theoretical argumentation.

• 3.1 Locale of the Study• 3.2 The research approach• 3.3 Sample for the study• 3.4 Research Design• 3.5 Variables considered in the study Dependent variable • Important of social networking sites Independent Variables• Age (in years)• Gender • 3.6 Measurement of variable

Findings and Analysis

Overview of the results  

• According to chosen target group and methods to gain data.

• Asked 100 different people with different background of education.

• Interview questions focus on Social Media and its Importance in political campaign.

• The age group of the respondents is between 18 and 35 years old and most of them are students and living in Bangalore.

Analysis 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 female.

• The respondents were divided into three different age categories.

• Amongst the male respondents 64 percent and Female 74 percentage fall in the age group of 18-25

• 34 percent Male and 25 percent Female fall in the age group of 25-30 years old.

• And 2 percent Male and 1 percentage Female are in the age group of 30-35.

0- 2 Hrs.

2 - 5 Hrs

5- 8 Hrs

8+ Hrs.0

10

20

30

40

50

60

70

80

90

male female

Time 0-2 h 2-5 h 5-8 h 8+ hours

Male 45% 33% 28% 4%

Female 65% 21% 11% 3%

What is the time spending every day on social media?

Are you aware of political campaign on social media?

Yes No0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Male Female

Aware Yes No

Male 77.12% 22.88%

Female 44.22% 55.78%

What do you primary use on social media for political campaign?

Face

book

Twitter

Blog

Others

0%

20%

40%

60%

80%

100%

120%

140%

160%

180%

FemaleMale

Social media

Facebook Twitter Blog Others

Male 74% 13% 5% 8%

Female 81% 7% 3% 9%

Are you following social campaigns of political parties?

Yes, Regu

larely

Sometimes

Not at a

ll0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Column1Female

Sl. No Response Overall %

1. Yes, regularly 24.9

2. Sometimes 69.6

3. Not at all 5.5

What you like ‘political parties’ social media strategy to focus on?

%

Natioanl Issues Local Issues Candidates quality

Sl. No.

Response %

1. National issues 35.6

2. Local Issues 41.3

3. Candidates quality 23.1

Which party, according to you, is most visible socially?

Congress

AAPBJP

Others

0%

10%

20%

30%

40%

50%

60%

70%

Female Male

Sl. No.

Response %

1. BJP 64.2

2. Congress 4.2

3. AAP 28.9

4. Others 2.7

Have you ever posted a question or a comment to a political leader on Facebook or twitter or any other social media platform?

Yes No 0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

80.00%

Column1Female

Sl. No. Response %

1. Yes 21.8

2. No 77.2

If yes, did you get a response?

%

Yes No

Sl. No. Response %

1. Yes 2

2. No 98

Which political leader are you following on social media?

Narendra

Modi

Arvind Kejriw

al

Rahul G

andhi

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Male Female

Sl. No. Political leader %

1. Narendra modi 78.88

2. Arvind Kejriwal 15.05

3. Rahul Gandhi 6.07

Suggestions

• Social media can be the cheapest marketing tool around. Some hope it could help India move away from the current situation, where money means success in political campaigning.

• Since the study targeted only the Lok sabha campaign, the target population of this study was urban youth only.

• This cannot be used to draw inferences on the entire voter population in Bangalore (India).

• The message of the campaign contains the ideas that the candidate wants to share with the voters.

• It is to get those who agree with their ideas to support them when running for a political position.

Scope

• The scope of social media in political campaign is not only important but it is the opportunity to be in touch with large numbers of voters quickly, constantly and at a low cost.

• With the speed of communications and the numbers of people involved, the impact has to be significant because politically active people are subscribing to the candidates on social media sites like Facebook, Twitter, and Blog and although less politically savvy people aren’t doing that,

• They’re still seeing those messages when their politically active friends comment and “like” them.

CONCLUSION

• From the above research, it can be concluded that social media has played and will continue to play a significant role in political campaigns

• The research study on “Social Media and its importance in Political Campaign’’ was intended to find out the popularity about social media in political campaigning for woo newly voters.

• In this research i tried to find out the political parties mainly AAP, BJP and Congress, How these parties are active on social media and how they are campaigning on the social network sites for attract voters for upcoming general elections 2014.

Appendix• http://en.wikipedia.org/wiki/Indian_general_election,_2014 • http://carnegieendowment.org/specialprojects/IndiaDecides2014/ • http://www.thehinducentre.com/verdict/commentary/article5843621.ece • http://www.bbc.com/news/world-asia-india-26762391 • http://www.bgr.in/news/india-election-2014-social-media-abuzz-with-awareness-campaigns/ • http://www.slideshare.net/Webfluenzintelsys/campaign-analysis-of-social-media-strategy-bjp-

vs-aap-vs-congress

• http://www.socialsamosa.com/2014/03/social-media-strategy-review-aam-aadmi-party/ • http://www.academia.edu/5317555/THE_ROLE_OF_SOCIAL_MEDIA_IN_THE_2013_PRESIDEN

TIAL_ELECTION_CAMPAIGNS_IN_KENYA

• http://www.socialsamosa.com/2014/03/social-media-strategy-review-bharatiya-janta-party/ • http://sproutsocial.com/insights/social-political-campaigns/ • http://phys.org/news/2013-08-social-media-double-edged-sword-politicians.html • http://nottspolitics.org/2013/09/20/forget-social-media-and-the-voting-age-its-political-partie

s-that-matter-most-for-engaging-young-people/

• http://www.pewinternet.org/topics/politics-online/#ListContinue • http://www.digitalstrategyconsulting.com/india/ • http://www.foreignaffairs.com/articles/67038/clay-shirky/the-political-power-of-social-media • www.researchgate.net/...Social_Media...Political...Social_Media.../79e41. • http://simplify360.com/blog/mind-blowing-social-media-strategies-for-political-campaigns/