Published on February 20, 2014
A look at Aam Aadmi Party’s Meteoric Rise on Social Media By Ashley Sequeira Social Media Executive
Introduction Aam Aadmi Party or AAP is a newly formed political party in India founded in 2013. Their meteoric rise in popularity has taken everyone for a surprise including the two major rival parties – Congress and BJP AAP is very active on social media channels. Let us understand what Arvind Kejriwal and his party did right to take down the might of Congress and BJP on social media channels
Social Media Platforms Website Facebook Twitter YouTube Mobile apps
Twitter Analysis AAP via Followerwonk.com BJP
Content Analysis A lot of different content is being published to engage the public to the fullest. Neither party wants to miss out on anything Mobile Campaigns: SMS & Missed Call Celebrity Testimonials Criticizing the opposition Drive to raise donations
Summary AAP leads in terms of creativity and innovation in their social media use. They have been more aggressive with a higher number of posts. BJP is trying to match the pace of AAP. They have very recently revamped their look and content strategy on their online channels – giving it a more young and fresh look. Even so the updates of BJP lag in chutzpah compared to the newer entrant AAP. BJP leads with numerous leaders having a good social media presence individually. They make use of this by tagging, referring and linking back to these individual members when relevant.
Now let us see how the leading men of both parties fare against each other! “fight against corruption” “helps us build a strong and developed India”
Twitter Analysis Arvind Kejriwal Narendra Modi via Followerwonk.com Arvind Kejriwal
10000000 Arvind Kejriwal 1000000 Narendra Modi 100000 10000 1000 100 10 1 Twitter followers Facebook followers Youtube Site Alexa rank (India) (Lower better)
Summary Narendra Modi is an established political person and this comes across through a more stable and professional online presence. Kejriwal has risen to fame in a very short time but we need to see how he leverages and builds on this popularity.
We have written a detailed blog post about this and released an even more detailed report on this. Click Here to know more!
Conclusion Social media is changing the pace of marketing. This is an age of real time news. As companies are making efforts to listen and talk to their customers, political parties have also realized the importance of connecting with the citizens. AAP is enjoying their popularity currently but how will it fare in the future? Will they be able to leverage this popularity especially in the case of a crisis? We need to wait and see.
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A report of AAP's social media activities, including a comparative analysis with BJP another leading political party of India.
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