impact of social Media in 2014 Election - India

1. Social Media Election 2014 India
“During a political campaign everyone is concerned with what a candidate will
do on this or that question if he is elected except the candidate; he's too busy
wondering what he'll do if he isn't elected”
- Everett Dirksen

2. Highlights of Indian General Election
India election 2014 was the world's biggest exercise in electoral democracy. The election 2014 had 814 million eligible voters. In this
election a total of 8,251 candidates stood for election. The process of voting lasted for five weeks and a total of 551 million votes were
cast. The total voting percentage was 66.38% . It was the largest turnout of voters in the Indian Democracy.
Nomination of Narendra
Modi as Prime Ministerial
Candidate
Gujarat Chief
Minister Narendra Modi was
chosen to be the Prime
Ministerial Candidate and He
will lead the BJP’s
campaign. Murli Manohar
Joshi and Sushma Swaraj
were part of team for the
campaign. Rajnath
Singh, Atal Bihari
Vajpayee and Lal Krishna
Advani were the mentors for
the BJP's campaign.
Modi Wave - "Aab ki baar,
Modi sarkar“:
India witnessed Modi Wave
in support of the BJP
campaign slogan that were
premised on "Aab ki baar,
Modi sarkar“. By the last day
of campaigning on May 10,
Narendra Modi would have
undertaken the largest mass
outreach in India's electoral
history by travelling about
300,000 km for 437 public
meetings in 25 states
besides 1350 innovative 3D
rallies.
Manmohan Singh is not
next prime ministerial
candidate:
Congress had announced, on
the fourth anniversary of the
second United Progressive
Alliance government, that its
campaign for the election
would be led by Prime
Minister Manmohan Singh,
INC chairperson Sonia
Gandhi and general
secretary Rahul
Gandhi. Rahul Gandhi
announced that he was
"ready to take charge
Rahul Gandhi declares that
he was "ready to take
charge:
Prime Minister Manmohan
Singh has ruled himself out
as a prime ministerial
candidate and Rahul Gandhi
announced that he was
"ready to take charge" of any
responsibility the party gave
him. At the party meeting it
was decided not to name a
prime ministerial candidate
amid fears it would turn the
election into a presidential
one.
Emergence of Aam Aadmi
Party:
Following an electoral win
from the 2013 Delhi
election, the Aam Aadmi
Part will be contesting from
contested from 424
constituencies in India.
Days after Kejriwal resigned
as the Chief Minister of
Delhi in mid-February, the
AAP announced its first 20
candidates. It would also
contest 350 of the 543 seats
in the election.
Kejriwal to compete against
Modi from Varanasi:
Party founder Kejriwal will
compete against the BJP's
prime ministerial candidate
Modi from Varanasi. The
AAP has also questioned the
BJP campaign funding and
alleged Modi had links with
business tycoons who were
sponsoring his campaign.

3. Political Scenario Before Election 2014
Bharatiya Janta Party
After stunning defeats in 2004 and 2009 respectively Bharatiya Janta
Party has evolved as a stronger and accomplished political party.
The party has learnt the lesson of resilience the hard way and have
incorporated social media as an essential component in their election
campaign mix.
Over the years, BJP has become one of the pioneers in tapping the new
age media to the best of its potential. Right from having an interactive
website, to a dedicated volunteers dashboard, mobile apps, Google
Hangouts, Facebook Page, Twitter handle, Youtube Page, Whatsapp,
integrated offline-online campaigns the party has been the Jack of all
Trades in social media.
Indian National Congress
India's oldest party, the Indian National Congress was slow to start on
social media. Even though it had members like Shashi Tharoor who
were very popular on social media, it was far behind BJP & AAP in
adopting the platforms of today.
When Indian National Congress woke up, it was too late. Not to
mention, the party has been facing a lot of flak for its policies and
governing style for quite a while now.
With a not-so-good presence on Social Media, Congress has been
unable to create any buzz on social media.. In this report, we will
analyze their social media presence with the help on an analytics tool,
Konnect Social.

4. Social Media as Effective Political Communication Tool
Politicians promote their
controlled speech and
present their point of
view without being
interrupted by journalists
or by media format
limitation.
Social media has given
privilege for politicians
to post a presumptive
political agenda.
By means of social
media, political parties
or politicians can
mobilize public and
invites them to
participate in discussion
on some issues of public
interest.
By using the social media
tools, politicians and
political parties interacts
apparently with more
efficiently with their
supporters, beyond
institutional and
bureaucratic rigors.
Social media is playing a
considerable new role in
Indian democracy.
Presently, political
parties are increasingly
embracing social media
to encourage people.
With the changing
scenario of India Politics,
political parties and
politicians have found a
new ways of reaching
out to a younger and
aspiration population.
It is really a long leap
from the times when
politicians were relied
mainly on posters,
cardboard, cutouts,
graffiti, banners and
personal canvassing to
win over voters.
Among major political parties in India, BJP has the biggest charisma in social media. BJP started using the social media even before
2009 general election, which it lost. In 2014 election, several senior leaders like Sushma Swaraj, Rajnath Singh, Arun Jaitley, Narendra
Modi and many are on social networking sites. Social media has also credited with helping the new Aam Aadmi Party and its
candidate, Arvind Kejriwal, won a surprise victory in Delhi against major political parties

5. The Absolute Winner of Social Media for Politics in India
Among major political parties in India, BJP has the biggest charisma in social media. They started using the social media even before
2009 general election, which they lost. Many senior BJP leaders like Sushma Swaraj, Rajnath Singh, Arun Jaitley, Narendra Modi and
many are on social networking sites.
Narendra Modi is one of the most famous politicians on social media. He joined
Facebook and Twitter in 2009 and became the first politician to use Google Plus.
Narendra Modi with approximately 1.3 million+ followers on Facebook page and
3.42 million+ followers on Twitter. He also has a YouTube channel which has
reached the 15,000 mark of subscribers and has more than 1500 videos.
Data: March 2014

6. Thanks!
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