[report] indian politicians on facebook

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Politicians on Facebook How are Indian Politicians faring on Facebook?

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Find out how leading Indian politicians are leveraging Facebook

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Page 1: [Report] Indian Politicians on Facebook

Politicians on Facebook

How are Indian Politicians faring on Facebook?

Page 2: [Report] Indian Politicians on Facebook

INTRODUCTION

• Facebook is the most popular social network amongst Indians, the network has seen a

lot of traction from politicians and political parties in the past one year or so.

• A staggering population of over 80 million users in India and predictions doing rounds

that 160 out of 543 constituencies in the Indian General Elections 2014 are likely to be

influenced by Social Media users specifically Facebook.

• As a result, many political leaders from major political parties are now on Facebook;

focusing on community building, user engagement and tangible voter conversions.

• How are these politicians faring on Facebook ? Is it a case of ‘Too Little Too Late or

have they managed to join ‘Just In Time’

• Let’s dig in deeper, gain insights on the Facebook presence of key politicians in India.

INTRODUCTION

Page 3: [Report] Indian Politicians on Facebook

• Narendra Modi has the strongest presence on Facebook with over 13 mn fans

• Arvind Kejriwal is the second most popular politician on Facebook after Narendra Modi

• Smriti Irani from BJP records the maximum engagement as % of Fans followed by

Digvijaya Singh from Congress and Yogendra Yadav from AAP

• In terms of Total Engagement Narendra Modi leads the race , followed by Smriti Irani

and Arvind Kejriwal.

• Barring Narendra Modi and Arvind Kejriwal, most of the politicians haven’t even

crossed the half a million mark in terms of number of fans on their Facebook Page.

KEY FINDINGS IN THIS REPORT

Page 4: [Report] Indian Politicians on Facebook

Politicians on Facebook

• A quick look at Facebook Pages of these major politicians suggests that most of them are

still struggling with community building while very few of them manage to engage with

users to gain tangible conversions.

• Apart from Narendra Modi, Arvind Kejriwal and a few others most of them lack a clearly

defined strategy. While they have a decent fan following on the network, there is no

sustained effort from their side to leverage Facebook to the best of its potential.

• Those with a decent fan following don’t work on engagement and those with a fairly low

fan count don’t care about community building.

• This exemplifies that Facebook presence is more of a formality than an active gesture, a

half hearted attempt to show their presence on youth’s most preferred social network.

Page 5: [Report] Indian Politicians on Facebook

Fan Count for Politicians on Facebook

Narendra Modi is way ahead in the race followed by Arvind Kejriwal & Arun Jaitley

Page 6: [Report] Indian Politicians on Facebook

Engagement for Politicians on Facebook

Narendra Modi is the clear leader followed by Smriti Irani & Arvind Kejriwal. In terms of engagement as % of fans Smriti Irani leads all the way followed by Digvijaya Singh

Page 7: [Report] Indian Politicians on Facebook

• Narendra Modi is the most popular Indian politician on Facebook

• With several innovative campaigns and a well defined content strategy on

Facebook. He has the highest number of fans and manages to get the highest

Total Engagement

Narendra Modi on Facebook

Total Fans 13829792

Total Engagement 240005

Engagement Rate 1.73%

Daily Posts 5-6

Page 8: [Report] Indian Politicians on Facebook

Posts By Narendra Modi

Judicious Mix of Posts include rally/campaign coverage, criticizing opposition, greetings and testimonials

Page 9: [Report] Indian Politicians on Facebook

• This revolutionary politician has been leading Aam Aadmi Party by example with

over 5 mn fans, Arvind Kejriwal is the second most popular leader on Facebook.

• With campaigns based on transparency and openness he managed to create a

greater impact and has brought about an inclusion of youth in politics.

Arvind Kejriwal on Facebook

Total Fans 5366426

Total Engagement 50142

Engagement Rate 0.9%

Daily Posts 4-5

Page 10: [Report] Indian Politicians on Facebook

Posts By Arvind Kejriwal

Posts focus on campaign trail, alleging Congress-BJP for corruption & reporting incidences of violence

Page 11: [Report] Indian Politicians on Facebook

• One of the early adopters of Social Media from Congress, Shashi Tharoor is the

Minister of State for Human Resource Development.

• He is the voice of Congress on Facebook/Twitter and holds a very good command

on content. His Twitter account is linked with Facebook for ease of dissemination.

Shashi Tharoor on Facebook

Total Fans 206104

Total Engagement 457

Engagement Rate 0.26%

Daily Posts 2-3

Page 12: [Report] Indian Politicians on Facebook

Posts By Shashi Tharoor

Variety of content includes campaign trails, news articles, excerpts from Sonia and Rahul Gandhi

Page 13: [Report] Indian Politicians on Facebook

• BJP’s female fire power contesting against Rahul Gandhi from Amethi. Smriti Irani

has been the party’s voice for television debates on Gujarat Model of Development

• She records the highest engagement % of fans and posts content at frequency of

7-8 posts per day on a regular basis.

Smriti Irani on Facebook

Total Fans 662544

Total Engagement 71561

Engagement Rate 10.77%

Daily Posts 7-8

Page 14: [Report] Indian Politicians on Facebook

Posts By Smriti Irani

Most of the posts revolve around her campaign in Amethi and criticism of Congress and GandhiFamily

Page 15: [Report] Indian Politicians on Facebook

• A great value addition to the team AAP, Psephologist Yogendra Yadav is one of the

most influential politicians in the recent times.

• He records good amount of engagement on posts owing to his characteristic style

of writing coupled up with unbiased facts and figures.

Total Fans 322272

Total Engagement 5459

Engagement Rate 1.69%

Daily Posts 3-4

Yogendra Yadav on Facebook

Page 16: [Report] Indian Politicians on Facebook

Posts By Yogendra Yadav

Posts focus on campaign trails, attacks on Rahul Gandhi, Narendra Modi & sharing crowd-sourced content

Page 17: [Report] Indian Politicians on Facebook

• A frontline politician, Digvijaya Singh currently serves the office of General

Secretary of the Indian National Congress.

• His flamboyance, hard hitting criticism and forthright attitude keeps him in the

news and makes him the soft target for anti-campaigns on social media.

Total Fans 228841

Total Engagement 6815

Engagement Rate 2.98%

Daily Post 3-4

Digvijaya Singh on Facebook

Page 18: [Report] Indian Politicians on Facebook

Posts By Digvijaya Singh

Posts include views on critical issues, testimonials for leaders, mocking oppositions’ claims & campaigns

Page 19: [Report] Indian Politicians on Facebook

• Arun Jaitley is the leader of Opposition in the Rajya Sabha. One of the senior

most leaders in BJP. He enjoys a very high engagement rate as % of fans.

• He has been resilient enough to adapt to the medium and the recent trends

Total Fans 762263

Total Engagement 14011

Engagement Rate 1.84%

Daily Posts 3-4

Arun Jaitley on Facebook

Page 20: [Report] Indian Politicians on Facebook

Posts By Arun Jaitley

Posts include campaign diaries, greetings, news articles and request to like Arun Jaitley for Amritsar page

Page 21: [Report] Indian Politicians on Facebook

• Sharad Pawar is the president of Nationalist Congress Party & Union Minister of

Agriculture. He has also served as the Chairman of the (BCCI) and in 2010,

become the president of the International Cricket Council (ICC)

• Pawar is a fairly recent entrant on Facebook as with his verified account having

been initiated just months ago its just a modest beginning for him on the platform

Total Fans 118262

Total Engagement 2125

Engagement Rate 1.8%

Daily Posts 1

Sharad Pawar on Facebook

Page 22: [Report] Indian Politicians on Facebook

Posts By Sharad Pawar

Multilingual posts on election campaigning, rallies, views on current issues of political importance

Page 23: [Report] Indian Politicians on Facebook

• Akhilesh Yadav is the youngest person to hold the office of Chief Minister. An

active member of the Samajwadi Party he carries forward the legacy of Mulayam

Singh Yadav in the state of Uttar Pradesh.

• One of the few early adopters to social media since 2012 , he utilizes the medium

pretty well and has a decent presence on Facebook

Total Fans 536129

Total Engagement 7683

Engagement Rate 1.43%

Daily Posts 1-2

Akhilesh Yadav on Facebook

Page 24: [Report] Indian Politicians on Facebook

Posts By Akhilesh Yadav

Most of his posts cover campaign trails, achievements in UP and scathing attacks on Narendra Modi

Page 25: [Report] Indian Politicians on Facebook

• Lawyer, author, MP, member of several prolific panels, Kapil Sibal is the Minister of

Communications and Information Technology and Minister of Law and Justice.

• Sibal has always had a fairly resonant voice in the media sphere but surprisingly

he has a very average presence on Facebook

Total Fans 34604

Total Engagement 465

Engagement Rate 1.31%

Daily Posts 1

Kapil Sibal on Facebook

Page 26: [Report] Indian Politicians on Facebook

Posts By Kapil Sibal

His posts include various activities, campaign trails, information about events, interviews and some poetry

Page 27: [Report] Indian Politicians on Facebook

REPORT BY – SOCIAL SAMOSA