The game changer – Social media

Social media the Impact

As I write this today, India has turned another historic page in the name of democracy and freedom.  As the Sun rises and sets in the world’s largest ever democracy, each one of us has caught on to the election fever. From the simple roadside chai-wallas to the multi-billionaires, home-makers to   bread-winners, ageing oldies to the first time voters have an inked finger; exercising their power – the right to vote the right to choose future of India.  But don’t we hear all this public galore, opinions, debates and political noise every five years? So, what makes 2014 so special? Social media and its game changing rules is the answer.

Thalaivar Rajinikanth has 2.28 lakh followers within the 24 hours of joining twitter, with one of them being BJP’s prime ministerial candidate Narendra Modi. Within minutes of Mulayam Singh Yadav and Abu Azmi’s comments on rape cases in India Facebook newsfeed went viral with slamming opinions about how insensitive and disrespect their statements were. No one waits for a daily newspaper to print these comments and then later its discussion with morning tea. It happens in real-time now and the general public is part of it. Even before the elections began, there were more than 5000 mentions of the emerging Aam Aadmi Party, today its website is on the highway to success with Arvind Kejriwal becoming on the most popular personalities on the internet. Having said that try typing in Namo; earlier just a Sanskrit word to express honor, now its symbolized Narendra Modi – the Wave and his ‘mere ek sau pachis karod bharat vaasi’. That is the power of social media today.

Social Media Devil with Purpose

Debut on a daily basis: On a daily basis, various competing hash-tags like #NaMoforPM, #KejriwalInVaranasi are making a debut and becoming the topic of core conversation for the day. They are constantly a part of the trending topics section on Twitter. AAP has 6.74lakh followers and 21.04 likes on Facebook. NaMo website has an audience to BJP’s 3D rallies which you can be part of from anywhere in the world. This online community is an influential community; much more educated, rational and thus politically aware. In turn social media is influencing the conventional media platforms.  

Global reach in real-time: News stories are often created out of the tweets of politician and very often they are the spicier ones. Political parties are integrating YouTube, Facebook, Twitter, Google Hangouts and various micro-sites to reach out to these influencers. Aap ki Adalat has more viewers on Youtube than on its telecast time on the television. Google hangouts are encouraging real time feedback from the public. Such hangouts are reinstating the fact that politicians are available for the masses through advanced tech support.

  

Youth and Innovation

Trend setting campaigns: Another positive facet of the election activity lies in inspiring and motivated the youth to vote in the coming elections. More than 800 million voters will be below the age of 25 according to a survey by the time the elections arrive. Where do these youngsters spend their most time on, you ask? Operation Black Dot was launched to get young and new voters on board through various social media activities. Selfies with the inked finger is yet another voice of the masses about their right. This was followed by the controversial Selfie tweet by Narendra Modi with the Lotus and his inked finger on polling day.  First-time voters say it is a moment of pride to show to the world that they are part of the largest democratic process.

The new rules of the Election Commission: Social media has crept in so deep into the political framework that Election Commission is demanding transparency in the advertising budgets of these parties on various websites. Congress is accusing the BJP of spending more than Rs. 5000 crore on its social media campaign to create this ‘Modi-fication’ in the nation. Recently, the election commission was made mandatory for parties to submit their advertising spends to the election commission to maintain a record and avoid malpractices. Various guidelines have been rolled out with regards to advertisements by political parties.

 

Limit less Power

Social Media gives politicians a larger than life image: Social Media is a public platform and since there are no regulatory guidelines or credible cross checking tactics, political parties are left no stone unturned while boosting the image of their own party. This is creating a somewhat larger than life image of the leaders. A close cut competition between Rahul Gandhi, Arvind Kejriwal and Narendra Modi; the evident number of likes, followers, connects on their social properties, shows who is more popular. Everybody wants to get a piece of the most talked about politician.

Social Media is creeping into mainstream media's political discussions

News Channels or Print media have started including, rather creating some key hash-tags which create a hurricane of tweets on Twitter, during the debate hour and go on for a few days. News presenters like Rajdeep Sardesai and Arnab Goswami and their social media voice is seeped into mainstream. Videos, images, important actions/activities are discussed and promoted on these social sites through dedicated pages and accounts of the parties.

But, everything comes at a price. Social media has also proven to be a double edged sword for leaders like Digvijay Singh, who pictures with a new presenter where leaked on the web and AAP leader Arvind Kejriwal was criticised over the authenticity of his interview with Punya Prasun Bajpai as the former Delhi Chief Minister. So the verdict stands tall, social media is an exceptional tool to target the masses of India, reach the right audience, influence them and live the change - given you play by its rules. To survive in this real-time battle of social media campaigning, you must be the game changer not the follower.

Article by: Bhavika a youth inspired by social media power