Nirmala Sitharaman is the second woman to ever head the office for the Ministry of Finance. Here’s a glimpse into how she uses social media as a communication tool
Nirmala Sitharaman — Minister of Finance and Corporate Affairs
Social Media Footprint
Much of Sitharaman’s social media focuses on her work as a Union Minister. Her transition from being a Defence Minister to a Finance Minister, as reflected on these profiles, is much like a department change. The communication patterns have remained primarily the same.
The tone of her communication is that of a team player, especially on Twitter. Much of the conversation are re-tweets of the tweets by her ministry and colleagues. She does not engage in conversations though.
Her Facebook page is an exhaustively documented timeline of her day-to-day travels and meetings in a professional capacity. It is almost a website detailing her life as a Union Minister.
On Instagram, her persona is that of a boss woman giving her followers a glimpse into her work day and professional milestones.
Though there is a lot of duplication of content across platforms, her Instagram gives us better rhetoric of how she seemingly likes to be perceived as — a strong female politician doing her best.
Sharing a slice of work
As a Defence Minister at the time, Sitharaman played a pivotal role in creating strong yet humane imagery in regards to defence personnel, sharing her formal as well as informal moments of interaction with them.
From watching Uri: The Surgical Strike and asking ‘How’s the Josh?’ to sharing images of meeting Wing Commander Abhinandan in the hospital — she was able to put forth a part of her that was relatable for anyone in a leadership position.
Ahead of #Budget2019, citizens were asked to share their opinions and suggestions on what they expect from the budget. Later, she tweeted assuring them that she is listening, gaining much appreciation from all.