Social Media networking sites have become a part and parcel of the life of urban as well as rural India. People from all sections of society of different age group, profession interact here. A study has revealed that the average time spending on digital media is higher than the mainstream media. So, social media is playing a very significant role in reaching out to the people where they express their views and share the content. Social media has diluted the dependency on traditional media alone for receiving information.

The users get flexibility here, one can express his views in form of text, graphics, and videos at his will. Another advantage of social media is that one can receive reactions, instantly in form of likes, shares and comments. By this feature of social media, a publisher of content can learn orientation of the engagement and sentiments hence he can re-plan the contents accordingly. The users of the social media frequently express their views on political issues and political development. This have created a new category of digital political genus who debate and defend their point of views as per political paths they belong to like rightist, conservative, leftist, atheist and cultural likings. Social media have become a reflection of the society. Things that are discussed and shared here, affects society and vice-versa. Today political parties cannot ignore the power of social media. To maximise the reach of content a well-defined approach is required to manage the social media.

At WarRoom we have a deep understanding of the effective utilization of social media for political strategy and election campaign management. We utilise the social media as a strategic platform for systematic and planned propaganda where an array of strategic messages are floated to influence the targeted group in well-defined geographical area.

Social media marketing in political campaigns impacts the voting. It affects the public perception of the candidates. On social media, we target specific people of eligible voting age, belonging to given geographical area, with no limits on the number of voters.

Millions of people are active on Facebook, Twitter, Youtube, Instagram, Linkedin, Pinterest, and Quora . We increase engagement by posting neatly created videos, banners and storytelling text.

To get expected results, a well-defined strategy as per the requirement of outcome of survey is constructed. Following are the steps we take in creating an effective campaign on social media platforms.

1. 1. Converting existing content into social-media-ready-content
2. 2. Research on requirement and new content creation
3. 3. Shorting out content for various social media medium like:
   • ✓ Facebook
   • ✓ Twitter
   • ✓ Youtube
   • ✓ Instagram
   • ✓ LinkedIn
4. 4. Content is properly reviewed to eliminate the offending message. It includes the content related to religion, caste or general public sentiments.
5. 5. Candidate’s social media model shall be focussed on engaging the target audience on the basis of his social work, development and progress under his party’s government.
6. 6. We monitor the social media space to counter the content against our candidate. We create and publish various relevant videos on Youtube, Facebook, Instagram to increase the visibility and awareness regarding the achievement and manifesto of the party, plan and contribution of the candidate in the development of the constituency.
7. 7. Following are the steps we follow to analyses the result of social media campaign:
   • ✓ Social Media Analytics
   • ✓ Sentimental Analysis
   • ✓ Social Media Audits
   • ✓ Drafting Social Media Content Strategy Revision

Reply to all wall post, remove/hide negative posting if found against the candidate or the party of the candidate.

Having rolled out all the campaigns, we closely analyse the behaviour of targeted audience. Our internal study suggests that people observe political campaign advertisements on social media. Not all the users of these social media platforms choose to engage in political subjects, but a considerable numbers of people engage in political activity through reposting, discussing, supporting and debating.

We also observed that political activity on social media often correlates to the poll results at the end of a political election cycle. This is because voters may allow political campaign to affect their votes. The correlation between those who are active on social media and those who engage in political activity online is very strong.