CLOSE
  • News
    • Fresh
    • Indian Social Media
    • Social Media Platforms
      • Facebook
      • Instagram
      • Youtube
      • Twitter
      • LinkedIn
      • Snapchat
      • Pinterest
      • Clubhouse
      • TikTok
    • Industry Updates
  • Social Media Campaigns
    • Social Media Campaign Spot
    • Samosa Snippets
    • Social Media Campaign Feature
    • Social Media Campaign Reviews
    • Social Media Campaign Face-off
    • Social Media Case Studies
    • Social Media Strategy Reviews
  • Industry Connect
    • Interviews
    • Agency Spotlight
    • Tool Spotlight
    • Agency Feature
    • Platform Feature
    • Tool Feature
    • Brand Managers
    • Advertising, Digital and Marketing Courses
    • Experts Speak
  • Brand Saga
  • #SocialThrowback
  • Topical Spot
  • More
    • #SSIPLWatch
    • Samosa Talks
    • WFH Diaries
    • Best Social Media Brands
      • Best Social Media Brands 2020
      • Best Social Media Brands 2019
      • BSMB – 2018
      • BSMB 2017
    • Decade Samosa
    • Know Your Leader
    • Indian Agency Awards
    • #GirlsWhoSailed
    • Indians Who Went Further
    • Mega Icons
    • Social Samosa 30Under30
      • Social Samosa 30under30 2018
      • Social Samosa 30under30 2016
    • The Lifestyle Influencer Awards
    • Social Media Superwomen
      • Superwomen 2018
      • Superwomen 2017
      • Superwomen 2016
    • Road to 2021
    • Events
    • Samosa Family
      • Media Samosa
      • Social Ketchup
      • Local Samosa
      • Jobs.socialsamosa.com
  • Jobs
  • Social Ketchup
  • Media Samosa
  • Local Samosa
Social Samosa
Social Samosa
  • News
    • Fresh
    • Indian Social Media
    • Social Media Platforms
      • Facebook
      • Instagram
      • Youtube
      • Twitter
      • LinkedIn
      • Snapchat
      • Pinterest
      • Clubhouse
      • TikTok
    • Industry Updates
  • Social Media Campaigns
    • Social Media Campaign Spot
    • Samosa Snippets
    • Social Media Campaign Feature
    • Social Media Campaign Reviews
    • Social Media Campaign Face-off
    • Social Media Case Studies
    • Social Media Strategy Reviews
  • Industry Connect
    • Interviews
    • Agency Spotlight
    • Tool Spotlight
    • Agency Feature
    • Platform Feature
    • Tool Feature
    • Brand Managers
    • Advertising, Digital and Marketing Courses
    • Experts Speak
  • Brand Saga
  • #SocialThrowback
  • Topical Spot
  • More
    • #SSIPLWatch
    • Samosa Talks
    • WFH Diaries
    • Best Social Media Brands
      • Best Social Media Brands 2020
      • Best Social Media Brands 2019
      • BSMB – 2018
      • BSMB 2017
    • Decade Samosa
    • Know Your Leader
    • Indian Agency Awards
    • #GirlsWhoSailed
    • Indians Who Went Further
    • Mega Icons
    • Social Samosa 30Under30
      • Social Samosa 30under30 2018
      • Social Samosa 30under30 2016
    • The Lifestyle Influencer Awards
    • Social Media Superwomen
      • Superwomen 2018
      • Superwomen 2017
      • Superwomen 2016
    • Road to 2021
    • Events
    • Samosa Family
      • Media Samosa
      • Social Ketchup
      • Local Samosa
      • Jobs.socialsamosa.com

Decoding: Building a political campaign on social media 101

  • Indian Social Media
Aug 20, 2019

Creating a political campaign is similar to creating a brand campaign, except here, the audiences are too diverse and the agenda too intricate.

The most important determinant for a political campaign over social media is whether the party or individual is in the government or the opposition. “When in government, the focus is on highlighting the schemes implemented by them and the development in the region. In the case of opposition, the focus switches to trending topics and issues faced by the people in the area,” says Shivaji Dubey, Media & Digital Communication Consultant, I-PAC. This is essential to political communication across the spectrum, including traces in news media as well as advertising. 

The core of the campaign is usually driven by an issue faced by politicians in communicating with the public. “The ease with which people communicate with say the Ministry of Railways is not something we saw while researching the communication between the Chief Minister and the people of West Bengal,” he says, explaining how the recent #DidiKeBolo campaign came about.

#DidiKeBolo is an initiative by Mamta Banerjee as an attempt to provide a platform to the citizens of West Bengal to get in touch with her. It includes communication and outreach elements with heavy use of digital tools.

Process in motion

After a topic is picked, a campaign is created around it. This includes hashtags, creatives, and copies, among other collaterals. This aspect is pretty much similar to any brand’s digital campaign.

However, given the diversity of the people being communicated to, languages in which the message is being broadcasted and the geographies being targetted, the kind of insights and research required is extensive. 

“The data is picked and cross-checked at multiple levels. These are taken from official sources like the National Crime Records Bureau,” he says. Though the data is picked from vetted sources, the shortlisted information is one that is in line with the agenda of the party.

The angle changes based on the rhetoric of the campaign. Every news has two angles, positive and negative. The side that favours the agenda of the campaign is chosen he explains.

Quality trumps all

When it comes to creating visuals and graphics, colour schemes that align with the party image are chosen and creative layouts are optimised for the platform they will go on. “There is a great focus on the local language of the area being targetted,” explains Dubey.

On Facebook and Instagram, the strategy is to go heavy on visuals as people tend to share them. Twitter is used extensively for all political campaigns as that is where campaigns trend. The campaign notes are also sent to the news media for coverage.

“Professionally edited visuals are always a plus where quality is good and the text is well aligned. It is always a good idea to invest in such resources,” he says. Data-driven graphics are best-liked and shared among the visuals put up by party pages.

At any point in time, the team driving such campaigns is on the attacking front as well as on the defensive. “Promises and development form the crux of all political communication, something that works very well on social media as well,” he says. 


You may also like:

Faasos redefines festivities with a gastronomical twist
Tetra Pak India's #ProtectsWhatsGood spreads Goodness across social media
84% Of Instagram users are likely to shop using the platform: Report
#SMTrends: 6 M & A trends to disrupt the industry in 2019: Expert View
Pallavi Vyas joins Brand Street India as Business Head (West)
Stayfree extends #ItsJustAPeriod campaign to World Daughter's Day

Comments

Previous article
Canon India marks World Photography Day by promoting the power of imaging culture
Next article
Meet the man behind helmet gear - Prashant a.k.a Angry Prash
Jagruti Verma
Jagruti is a mass media student in search for all things perfect. A lover of stories, book worlds and signs, she can find magic in almost everything she sees, reads and writes.

SIMILAR ARTICLES

Indian Memeaverse MemeCon

Instagram shares the top trends & themes from the Indian Memeaverse 

May 11, 2022
NFTs Instagram

Instagram begins testing NFTs starting this week

May 10, 2022
Rage Coffee Social media strategy

Bharat Sethi of Rage Coffee on the role of Instagram marketing in the third wave of coffee

May 4, 2022
#ParcosBeautyInfluencerAwards Parcos has announced 22 winners of its Beauty Influencer Awards

#ParcosBeautyInfluencerAwards announces 22 winning influencers

Mar 30, 2022
iodex marketing strategy

Mitigating Pain: Bineet Jain talks about marketing from an Iodex India point of view

Mar 28, 2022
Ariel India #SeeEqual Campaign

Inside #SeeEqual – What went in the making of Ariel India’s new chapter for #ShareTheLoad?

Feb 17, 2022
Amazon Alexa

Amazon shares insights into consumer behavior on Alexa’s 4th anniversary in India

Feb 15, 2022
Lessons On Vertical Expansion

[Event] Lessons On Vertical Expansion: What Leaders of Tomorrow need Today

Feb 11, 2022

INDIAN SOCIAL MEDIA

TAM Report IPL 15: 8% growth in the share of Celebrity endorsed ads over IPL 14

May 20, 2022

A look at Howzat’s Bollywood oriented IPL campaign

May 20, 2022

Zepto IPL campaign features leading music artists

May 20, 2022

Amazon India relaunches ‘Aur Dikhao’ campaign during IPL 2022

May 19, 2022

Kingfisher partners with 3 IPL teams for the new leg of its Spread The Cheer series

May 19, 2022

IPL Playbook: Anil Viswanathan on the eternal bond of Cadbury Dairy Milk & Cricket

May 16, 2022

Reach and frequency will always remain the core elements of media: Vishal Chinchankar 

May 16, 2022

Instagram shares the top trends & themes from the Indian Memeaverse 

May 11, 2022

Instagram begins testing NFTs starting this week

May 10, 2022

Jai Lala, Zenith Media on the evolving app economy & opportunities to reach the digital-first consumer 

May 5, 2022

Bharat Sethi of Rage Coffee on the role of Instagram marketing in the third wave of coffee

May 4, 2022

Kapil Grover on Burger King India’s Game Plan to win over Youth with IPL

Apr 27, 2022
© 2019 Social Samosa
  • About
  • Advertise
  • Authors
  • Contact Us
  • Contribute
  • Downloads
  • Expert Authors