NEW DELHI: U.S. social networking company Twitter is planning to replicate parts of its India election strategy across countries that go to polls this year, after it emerged as a key tool for politicians and media companies during the world’s largest democratic exercise.
“The election more than any other moment provides a nice microcosm of the value Twitter can add … we are sharing widely the lessons of this Indian election around the world,” said Rishi Jaitly, India market director at Twitter.
In India, Twitter Inc worked closely with politicians including the victor Narendra Modi who used the platform for election campaigning, and also partnered with mobile and media firms to distribute tweets online and offline.
Now, with polling due in countries such as Brazil, Indonesia and the United States later this year, the San Francisco-based company plans to take its India lessons abroad to expand its foothold in the political arena and increase its user base.
THE MODI WAY
Tech-savvy Modi, who now has 4.3 million Twitter followers, used the platform relentlessly. He recently tweeted “selfies” and pictures with his mother. On May 16 he set a Twitter India record with his victory acknowledgement tweet.
His rivals lagged. A few years before India’s mammoth election, Congress leader Shashi Tharoor asked Rahul Gandhi, the lead campaign manager of the now ousted party, to join Twitter. Gandhi declined.
With about two-thirds of India’s population under 35, Modi targeted the young and smart by topping up campaigning with social media, holograms and recorded voice calls.
The potential was, and still is, huge: India has the world’s third largest internet user base of 239 million and more than 900 million mobile connections. Many access web on their phones.
Twitter’s reach was not restricted to its estimated 35 million India users, as nearly 400 multilingual news channels that closely tracked politicians on the website reached 153 million households, data from TAM Media Research showed.
Modi, who is due to be sworn in on Monday, has not let up his Twitter onslaught since the election and like other global leaders will make the service a central part of his communications arsenal.
Tharoor, for now, has again advised his top leadership to adapt to social media platforms as a part of their renewed strategy to improve communication.
“There is no reason why we should cede that space to the BJP. This is an area in which we can be just as good,” said Tharoor, who has over 2 million Twitter followers and was among the first Indian politicians to join the platform-REUTERS
Dear TNT Reader,
At The News Tribe, our mission is to bring you free, independent, and unbiased news and content that keeps you informed and empowered. We are committed to upholding the highest standards of journalism, as we understand that we are a platform for truth.
Apart from independent global news coverage, we also commit our unique focus on the Muslim world. In an age marked by the troubling rise of Islamophobia and widespread misrepresentation of Muslims in Western media, we strive to provide accurate and fair coverage.
But to continue doing so, we need your support. Even a small donation of 1$ can make a big difference. Your contribution will help us maintain the quality of our news and counteract the negative narratives that are so prevalent.
Please consider donating today to ensure we can keep delivering the news that matters. Together, we can make a positive impact on the world, and work towards a more inclusive, informed global society.
Donate Monthly Subscription Annual Subscription