TWO SUCCESSFUL SOCIAL MEDIA CAMPAIGNS IN INDIA

2014 general elections may have many “firsts” to its credit, but the one first which is there to stay is the use of social media for election campaigning. Mr. Narendra Modi, an IT savvy politician perfectly executed a campaign involving the use of both social media and traditional forms of campaigning in such a precise way that would envy companies like HUL, Apple, etc. which are known for its marketing.

Mr. Modi’s victory tweet “India has won! Good days are coming.” has become the most retweeted post in Indian history with more than 70,000, confirming the role of social media, alongside conventional political campaigning. Mr. Modi himself wrote in his blog that “This is the first election where social media has assumed an important role and the importance of this medium will only increase in the years to come. It became a direct means of information and gave us the much-needed local pulse.”

From Google Hangouts to social networks, Mr. Modi has used a variety of online tools to gauge public opinion during his campaign and change his campaign strategy accordingly. There were 58m tweets related to the elections between the start of 2014 and the announcement of Mr. Modi’s victory, according to data published by Twitter India, with more than 2m posted on results day itself, estimates which are based only on popular search terms and may well be a vast underestimate. The success of Mr. Modi on social media has brought social media in the limelight. Now corporates are looking for means to create buzz about themselves on social media.

The second successful social media campaign was the “YaarTuGodHai” campaign. The objective of the campaign was to create awareness about the TVC launch and a friend can get you a job. To create awareness about the contest, tweets were posted June 10, 2013 using the hash tag #YaarTuGodHai. They were asking the users various scenarios where there would say there friends YaarTuGodHai. They also seeded Tweets on how friends can also get you a job through Shinedotcom.

The contest was a huge success. It was trending on Twitter at number one position in India and 4th position worldwide. Shine.com received more than 15000 tweets during the contest period and that was a big achievement within a short period. 400 followers were added on Twitter in just one day and this alone shows the kind of popularity this contest received from the job aspirants. The contest message reached 3 million people worldwide.

What worked for Shine.com was that it had succeeded in giving a personal touch to the participants of this contest by engaging them with their friends and connecting one to one. This contest became so successful because of the better engagement levels the company received from the participants. The contest created waves not just in India but across the world.

Both the examples show that a human touch in social media campaign is a necessity for its success.

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