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Playing parallelly: Battle for ‘likes’, shares

lucknow Updated: Feb 04, 2017 14:37 IST
Varul Mayank
Social media campaign

A screenshot from BSP’s social media campaign.

Political parties have logged on to information technology with gusto in a bid to post net gains during the UP assembly election, the first phase of which is scheduled on February 11.

With hoardings going off the road after an Election Commission (EC) order, the social media route is being taken by all major political parties, including the Samajwadi Party (SP), the Bharatiya Janata Party (BJP) and the Bahujan Samaj Party, to raise issues.

Apart from the traditional style of canvassing, the BSP this time has joined the social media platform. The party recently started using its twitter account (@BSPUP2017) and is banking on Mayawati’s positive image on the law and order front.

The Samajwadi Party is focusing on its ‘Kaam Bolta Hai’ theme and regularly updating its social media accounts with videos and images of various schemes and development projects of Akhilesh Yadav government.

On the other hand, the BJP is trying to regain the momentum the party had gathered in 2014 general elections. ‘Uttar Dega Uttar Pradesh’ page on Twitter and Facebook is being used by the party to highlight the achievements of the Modi government.

The social media team of BSP is the primarily using the new media platform to attack their opponents whereas the various accounts of BJP and SP are being used to highlight their policies. The SP’s social media team is using the new media to build a Brand Akhilesh while the BJP is regularly taking jibes on QED-BSP merger, SP-Congress alliance and is trying the woo the youth with Central government’s ‘pro poor-pro development’ schemes.

Attacking the ‘Kaam bolta hai’ slogan of the Samajwadi Party (SP), the BSP recently posted, “Kaam ka toh pata nahin sahib, lekin zulm bolta hai” (Don’t know about work, but crime speaks here). While taking on “UP ko ye saath pasand hai” of SP, the BJP recently posted, “UP ko ye saath nahi pasand hai, UP ko sirf vikaas pasand hai” (UP doesn’t like the SP-Congress alliance, UP only likes development).

The Akhilesh Yadav government has regularly taken the social media route in the last five years. The government was active in using the CMofficeUP account on the social media to tell the people about different decisions. The ‘Kaam Bolta Hai’ account uses the image built by different government accounts and tries to capture the pulse of young voters in the state by regularly posting animated videos, graphics and pictures. Taking a step ahead of other parties in the state, the SP has also started broadcasting rallies live on Facebook.

The BJP, on the other hand, is regularly posting videos of rallies and different leaders. The party also ran a series of posts on Union Budget 2017 on Facebook and Twitter. The party recently a theme song focused on youth and farmers, ‘UP ke Mann Ki Baat’, on the social media.

The BSP account has also come up with graphic posts, some of which read, “Vote for BSP to fulfil the dreams of the youth”, “Vote for BSP as Mayawati insures development, secularism and law and order” to name a few. Whereas the graphic posts of BJP focuses on their traditional slogan, ‘Parivartan laayenge, kamal khilayenge’.

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