A lot was made about the impact of social media in the last elections. The Modi campaign was credited with creating a convincing media blizzard which other parties failed to emulate. But did this really translate into actual seats? To answer that question, I look at party victories in Lok Sabha constituencies with high, medium and low impact of social media.
Thankfully, the good people at IRIS Knowledge Foundation had already classified the constituencies in these categories. The methodology is detailed in their report, it isn’t perfect but it will do for this post. 16o Constituencies are labelled as High Impact, 67 are labelled Medium Impact and 60 are termed Low Impact. The remaining 256 are termed No Impact and not considered for the purposes of this study.
It seems clear that the BJP took a much larger share of the pie in LS seats with a high social media impact. A direct co-relation to social media cannot be made. The BJP has traditionally done better in urban seats which have a high social media impact. However, part of the credit for its unprecedented performance in high impact seats must definitely lie with it’s extensive social media campaigning.
Yes, social media may seem constrained to certain populations right now. After all, 256 of the seats qualified as no-impact. However, there is strong evidence to suggest that a lot of power lies in good social media management. The methods of political campaigning are slowly shifting in India. The BJP definitely seems to have benefited from it. Other parties would do well to take note of this trend.