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Hurrah! A social media party!

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Verdict 2017

[vc_row][vc_column][vc_column_text]This spring, various political parties went on social media with all guns blazing canvassing respective vote banks as well as undecided electors. While some parties like the AAP and the BJP had a strong and clearly-defined social media strategy, others, like BSP, were late jumping onto the bandwagon. However, all conducted a significant part of their campaign on social media.

Of the 121 crore (1.25 billion) Indians, 83.3 crore live in rural areas while 37.7 crore stay in urban areas. India’s literacy rate is 74.04%. India has over a billion smartphone users; of them, close to 30% own mobile phones. However, as of 2010, an estimated 200 to 300 million people in India (15 to 20 percent of the total population) lack electricity—to even charge those phone batteries. Under such circumstances, how impactful is a social media campaign? Actually, plenty, as the 2014 general election results and even some earlier assembly poll outcomes show.

But how effective have they been this time? How much of this ballot outcome was the result of a battle fought by various parties online? The figures speak for themselves.

Meanwhile, here’s a look at the online electoral campaigns of various political parties. 

BJP

The social media campaign by BJP in the run-up of assembly elections in UP, Uttarakhand, Manipur, Punjab and Goa seems to have reaped rich dividends for the party. The campaign was handled by Amit Malviya.

The party conducted their social media campaign on Facebook and Twitter which managed to strike a chord with the followers. The Facebook handle of BJP which goes by the name by BJP4UP managed to garner over 20 lakh followers. The same handle by the name of BJP4UP in Twitter had 41,000 followers.

The Facebook account for the BJP in UP focussed on the achievements of the party in the last three years—especially in rooting out black money by launching the digital revolution in the wake of demonetisation.

Samajwadi Party

Twitter account: @samajwadiparty

589,000 followers

FB account: Samajwadi Party

1,775, 518 likes

The electoral campaign of the Samajwadi Party was designed by Harvard professor professor Steve Jarding. In an interview to APN, he had said a few days ago: “I am very impressed with Akhilesh. I have worked with him, travelled with him in the countryside…and think he can do whatever he wants. He is extremely talented. I am impressed with his wife. I am impressed with the way they have handled things, I am impressed with his vision which he did not waiver from. With his drive and passion for the people of India, his future is very bright.”

But it seems that the political strategist doesn’t have hand on the pulse of the electorate, or of social media needs.

It was a deadpan social media strategy. The staid posts on its Twitter and FB account are a reflection of the limbo that the party found itself in due to family strife. On the social media account of SP, all you get are pictures and videos of the various rallies that Akhilesh Yadav conducted. In this age of Twitter, when you have to grip reader’s attention in 140 characters, who has the time to go through the tedium of watching the whole video unless you it’s accompanied with some catchy phrases!

The tagline “Kaam bolta hai”, both on the masthead as well as in various tweets, didn’t help either. If only, it inspired quite a few jokes.

Saurabh Chauhan: Bhaiya agar kaam bolta toh mare hue saap ko Gale mai daal Kar ghumna nahi padta

(If work really speaks for itself, one wouldn’t have to go around with that albatross around the neck). The reference was in all likelihood to Rahul Gandhi.

4Bharat Jai: यही कारण है कि उत्तर प्रदेश के लोगों को अन्य राज्यों में रोजगार के लिए भीख मांगने के लिए जाना है, उत्तर प्रदेश के लोग उत्तर प्रदेश में रोजगार देने के लिए अखिलेश यादव से पूछना चाहिए- अखिलेश यादव ने 2012 से राज्य में सत्तारूढ़ है

(Which is why people from UP have to beg for work in other states. Akhilesh is in power since 2012. People from UP should demand work in UP)

But some were optimistic. Here’s a sample:

Mohammed Muzaffaruddeen: Akhileshji and Rahulji don’t believe these idiotic Exit polls. Advance congrats. Your parties will give a fitting defeat to these communal parties. Electronic media almost all channels will cut a sorry figure ultimately.

Pavanjot Singh Gandhi: Recently had the opportunity to drive through UP and that too after sunset left Delhi at 6.30 pm and drove to Patna Saheb on 3rd Jan 2017 lovely roads safe driving had enjoyed my drive driving all night passing Agra Kanpur alllabhad very safe driving well maintained roads

The website, though, is a far more informative platform and lists the SP achievements on the development and education front far more succinctly.

BSP

The Bahujan Samajwadi Party, led by Mayawati Prabhu Das, has a handsome number of followers on Twitter. With 15.7K followers, their Twitter handle is maintained by Afzal Siddiqui. Afzal was picked as the young Muslim face of Bahujan Samajwadi party and has been an active campaigner throughout the election session. The Twitter handle of the party was, however, created only recently—in March 2016. As in offline campaign, the party stuck to the strategy of wooing Muslim voters who might have gone to the SP or Congress camp. The Twitter trail repeatedly urged the Muslim voters of the area to remember the atrocities against them during the tenure of the SP government. At other times, they talked about voting in an inclusive government. The exit polls were not a favorite topic in the Twitter space. There are numerous posts questioning the efficacy of exit polls and reminding everybody of their shortcomings in the Bihar and Tamil Nadu elections.

AAP

Name of person handling the social media strategy: Ankit Lal

Name of accounts

@AamAadmiParty

Aam Aadmi Party (FB)

No. of followers on each

@AamAadmiParty 3.06 million

Aam Aadmi Party (FB) 3.01 million

Aam Aadmi Party-Punjab (FB) 9.6 lakh

Slogans:

Punjab: Kejriwal, Kejriwal, sara Punjab tere naal

Goa: Iss baar chalegi zhaadu

Social media strategy/campaign methodology

Campaign strategy was different for different states. For instance, Punjab has a lot of 4G connectivity; however, it is Goa which has more urban and social media-savvy voters. Again, Punjabis are more active on WhatsApp while Goans like to use Facebook more often. We focused on regional languages. We ran our campaigns in Konkani and Marathi in Goa, and in Punjabi in Punjab, with only a little bit of Hindi and English used in between. In Goa, we depended heavily on local volunteers.

Responses

The response has been “phenomenal”. No one among our rivals was even near to us in social media presence. I personally ran the campaign from Arvind’s page. Every day or two, we would post live videos. They got as many as 7-8,000 shares each and had a reach of 15 million viewers.

A well-wisher comments on Facebook: “It needs smartness, wisdom and the courage to sow the seeds of revolution but it needs a better sense of understanding, experience, responsibility and maturity to stick to the ideals and nourish the revolution to its successful conclusions. I do hope that under the able leadership of a leader like Mr Kejriwal, people will be able to succeed. I pray for it.” It possibly sums up what many supporters have been feeling, especially since the party came to power in Delhi.

Prediction of outcome at this stage

“I would go with 85% in Punjab and double digits in Goa.” ~ Ankit Lal

Congress

The social media campaign by the Congress in the run-up of the assembly elections in UP, Uttarakhand, Goa, Manipur and Punjab largely centred on enumerating the ill-effects of demonetization. Rahul Gandhi became the popular face on the social media campaign whereby most of the social media handles on Twitter and Facebook carried his speeches targeting Prime Minister Narendra Modi and his policies.

Compiled by Meha Mathur, Sucheta Dasgupta, Puneet Mishra, Usha Rani Das and Amitava Sen

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DU’s Hansraj College ties up with APN News to launch future-ready AI media courses

The collaboration aims to create a future-ready academic ecosystem by integrating emerging technologies with professional education in mass communication, content creation, legal studies, advertising, marketing and digital media.

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Hansraj College, University of Delhi, has signed a landmark Memorandum of Understanding (MoU) with the Global Foundation for Media & Innovation Institute, an initiative of Balaji Foundation, in association with APN News, to introduce industry-oriented programmes in Artificial Intelligence, media, communication and digital innovation.

The collaboration aims to create a future-ready academic ecosystem by integrating emerging technologies with professional education in mass communication, content creation, legal studies, advertising, marketing and digital media.

As part of the initiative, students will receive specialised training in areas such as AI-powered journalism, digital branding, OTT production, new-age content creation, media technologies and strategic communication. The programmes are designed to bridge the growing gap between academic learning and industry requirements in the rapidly evolving digital landscape.

Hansraj College Principal Prof Rama said, “Hansraj College has always believed in academic innovation and future-focused learning. Through this partnership, we aim to provide our students with practical exposure, emerging technology skills and meaningful industry engagement aligned with the evolving global landscape. The new AI-integrated media and communication courses are scheduled to commence in July 2026.”

The courses will be offered in both online and offline formats, enabling wider access for students across the country. Officials associated with the partnership said the initiative seeks to democratise professional education by bringing industry-led learning opportunities to aspiring students nationwide.

APN News Editor-in-Chief and Balaji Foundation Chairperson Rajshri Rai said, “The future of media lies at the intersection of technology, creativity and credible communication. This collaboration is a significant step towards equipping students with industry-relevant AI and digital media skills that will shape the next generation of media professionals.”

Beyond classroom learning, the collaboration will also focus on internships, mentorship, career counselling, live industry exposure, placement assistance and research opportunities. The programme aims to prepare students for careers in media, innovation, legal communication and the digital economy.

Representatives of the partnering institutions described the agreement as a significant step towards building an innovation-driven education model that combines technology, creativity, employability and practical industry exposure.

The partnership is expected to emerge as a pioneering model in AI-integrated media and communication education in India, while strengthening industry-academia collaboration in future-oriented professional learning.

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Uttar Pradesh CM directs high vigilance ahead of Bakri Eid, orders strict compliance on sacrifice and prayers

Uttar Pradesh Chief Minister has directed state administrative and police heads to ensure strict vigilance ahead of Bakri Eid. Rules mandate animal sacrifice only at designated spots and prohibit road blockages for public prayers.

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Yogi Adityanath

In view of the upcoming festival of Bakri Eid, Uttar Pradesh Chief Minister Yogi Adityanath reviewed administrative and security arrangements across the state. In a high-level security meeting, the chief minister directed officials to strengthen vigilance and clearly specified that the ritual sacrifice of animals will not be permitted in public spaces under any circumstances.

The state administration clarified that sacrifices must take place strictly at pre-designated, approved locations, and no new religious practices or traditions are to be encouraged. The chief minister also reiterated the ongoing ban on the sacrifice of prohibited animals across the state.

Guidelines on public prayers and law enforcement

To ensure that public mobility and normal life are not disrupted, the administration has directed that namaz must be offered exclusively at traditional venues. The government statement explicitly noted that permission will not be granted to offer prayers by blocking roads under any circumstances.

To prevent any communal friction or law-and-order issues, police chiefs and district magistrates in sensitive areas have been instructed to act proactively. The chief minister interacted directly with administrative heads of highly monitored districts, including Aligarh, Bijnor, Saharanpur, Rampur, and Sambhal. Law enforcement agencies have been asked to analyze past incidents to identify potential disruptive elements and initiate preventive action. Furthermore, continuous foot patrolling and pre-festival flag marches are to be conducted near religious sites and in sensitive neighborhoods. Regular dialogue will also be maintained with local peace committees at the police station, tehsil, and district levels to foster communal harmony.

Cleanliness, waste management, and slaughterhouse checks

The state directives place heavy emphasis on hygiene and the systemic disposal of waste during the festive period. Every district must implement a well-planned system to manage and dispose of waste following ritual sacrifices.

Media reports highlight that the open sale of meat remains strictly prohibited, and illegal slaughterhouses will not be allowed to operate anywhere in the state. For authorized and licensed slaughterhouses, the administration has mandated that the number of animals kept must strictly align with the officially prescribed capacity. Additionally, round-the-clock power supply, sanitation, and municipal security will be monitored.

Preparations for Ganga Dussehra and community grievance redressal

The review meeting also outlined security and safety measures for the upcoming Ganga Dussehra festival. Districts such as Prayagraj, Varanasi, Ayodhya, Chitrakoot, Hapur, Muzaffarnagar, and Amroha have been instructed to ensure clean ghats, proper barricading, shade provisions, and efficient parking management. Given the prevailing intense heatwave conditions, the comfort and safety of visiting devotees must be treated as a top priority, with ambulances deployed near heavy footfall areas.

In a bid to improve governance, the chief minister also passed several other structural directives during the session. Weekly ‘chaupals’ (community gatherings) are to be organized at the block level to immediately resolve public grievances, including revenue disputes, domestic violence, extortion, and local police complaints. These gatherings will also serve to enroll eligible beneficiaries into pending government welfare schemes.

On the administrative and regulatory front, a crackdown against vehicles running without number plates has been initiated alongside the creation of a specialized task force to eliminate illegal mining. Urgent appointments will also be filled in districts currently lacking a chief medical officer. Concluding the meeting, the administration reviewed the Department of AYUSH, ordering effective steps to deploy the ‘AYUSH Health and Wellness Policy-2026’ to promote the state as a premier global wellness tourism destination.

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India News

No uniform civil code provisions will be imposed on tribals, clarifies Amit Shah

Union Home Minister Amit Shah has assured tribal communities that the proposed Uniform Civil Code will not interfere with their customs, urging them not to be misled by misinformation.

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Union Home Minister Amit Shah on Sunday declared that the proposed Uniform Civil Code (UCC) will not impact tribal populations in any manner. He called upon the community to stay vigilant against “conspiracies” and misinformation circulating on the subject.

Addressing the Janjati Sanskritik Samagam—a tribal conclave organized by the Janjati Suraksha Manch at the Red Fort grounds to mark the 150th birth anniversary year of Birsa Munda—Shah stated that specific provisions have been implemented in states ruled by the ruling party to exclude tribal communities from the scope of the code.

Clarification on customs and traditions

The Home Minister highlighted that a deliberate narrative has emerged suggesting the proposed legislation would strip tribal societies of their distinct culture, traditions, and customary lifestyles.

He explicitly clarified that the central government has no intention of forcing UCC regulations upon tribal or Vanvasi communities. Shah pointed out that where regional administrations have initiated the code, care has been taken by the leadership to ensure that indigenous populations remain fully outside its jurisdiction. He requested attendees to disseminate this assurance deeply into forest zones and rural villages to erase lingering apprehensions.

Focus on security and community development

Beyond the legislative framework, Shah detailed the progress made toward curbing internal security threats, stating that the nation is steadily advancing toward eradicating Naxalism entirely. He noted that violent disruptions had severely restricted progress in these belts for decades, leading to the loss of thousands of tribal lives. According to the minister, regional stability will now pave the way for accelerated development across remote hills and forests.

The address also covered constitutional rights regarding personal faith. Shah mentioned that the original framework of the Constitution grants every citizen the dignity to practice their traditional beliefs without facing coercion, temptation, or material inducement for religious conversion.

Reflecting on financial allocations, the minister criticized earlier political administrations for keeping tribal welfare funding low. He underscored that the current administration under Prime Minister Narendra Modi significantly elevated the dedicated tribal budget from a previous Rs 28,000 crore to Rs 1.54 lakh crore. Terming the vast gathering a historical movement for cultural preservation, Shah described the societal awakening as a major step toward safeguarding tribal heritage for future generations.

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