Social media has played a big role over the years. We always tell people it’s the center of online marketing campaigns, but it’s also a major tool used to gain political influence. Within Indian politics, it has been used to great effect time and time again to connect with a far flung population, for example.
Social branding is the next great political tool, so let’s take a look at why it works so well.
In Touch
The problem most politicians face is demonstrating to the population they’re aware of what normal people do and communicate on. Through social branding online, they’re connecting to an audience that wouldn’t necessarily listen to radio interviews or watch TV interviews of them.
In many cases, politicians find they’re initially complete unknowns to the younger population.
Finding the Latest
Election success is all about the spread of news, whether this is by finding out what a rival is up to or by connecting with the right people. Political influence might not be won or lost online, but influence amongst the general population is.
It’s easier to influence someone when they’re in a neutral position than to sway them back when they agree with your rival. Connect quickly and connect now to gain a quick advantage.
Reaching an Audience
In Indian politics, being able to contact everyone over one medium is only possible on social media. Every region watches different TV channels and listens to different radio stations. The only way to communicate from a single platform is through social media where the majority of the population is connected. India has the highest ‘youth’ voters and all are active on social media sites like Facebook and Twitter, well almost. Media is also following celebrities in all walks to give them something to get the eyeballs on their channels, may it be TV, newspaper or digital media.
Poll debates, reviews and surveys online are tracking the sentiment and trends online. As they say, Media can make or break an opinion and for digital medium, it’s comparative much easier and infectious.
Political parties unleashing social media bombardment for either creating or defaming certain personalities and policies is a seriously wrong way and it may backfire by setting high expectations.
Awareness of what work has done and spreading the brand is one thing, while confusing people or spreading rumors is what every social media enthusiast should understand clearly before blindly sharing and forwarding what they get or hear.
Online marketing campaigns have worked in the same way before, and politicians can learn a lot by operating as if they’re working for a private company. Social media is decisive and its influence will only increase in time.
