Shimla/Dharamshala: Despite Chief Minister Sukhvinder Singh Sukhu’s efforts to connect with the public through symbolic gestures like walking to work and working late into the night, his social media presence remains weak. This gap is particularly noticeable when compared to his cabinet colleagues, who are far more influential online but seem reluctant to boost the CM’s initiatives.
A recent incident highlights this disconnect. After state employees temporarily called off their protest, CM Sukhu’s team on Sunday circulated a video of him walking to the state secretariat with cabinet colleague Vikramaditya Singh. The video aimed to portray Sukhu as a leader committed to austerity in a debt-ridden state, opting to walk instead of using official vehicles.
However, while Sukhu’s team promoted this narrative, Vikramaditya Singh — who commands a significant following of 3,83,000 on Facebook — did not share the video or any related posts. His social media updates merely noted his attendance at the cabinet meeting, with no mention of Sukhu’s symbolic gestures. This lack of endorsement from such a key digital influencer within the party raises questions about internal support for the Chief Minister.
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The silence from other influential Congress leaders is equally concerning. Deputy Chief Minister Mukesh Agnihotri, another prominent figure with substantial social media influence, has also refrained from amplifying Sukhu’s messages on his platforms. The reasons behind this hesitation are unclear, but the consequences are evident — Sukhu’s social media efforts are not gaining the public traction they need.
In today’s digital age, social media influence is critical in shaping public perception and political success. The lack of support from Sukhu’s colleagues could undermine his ability to effectively communicate with voters.
The importance of this influence was underscored recently by employee leader Sanjeev Sharma, who, while criticising Congress Minister Rajesh Dharmani, pointed out that his own videos were receiving more engagement than those of the minister, a clear indication of the growing significance of digital popularity.
Despite having a team of advisors and experts, Sukhu’s social media strategy seems to be falling short. Without the active participation of his influential colleagues, the Chief Minister’s efforts to connect with the electorate might falter, raising concerns about unity and strategic direction within the Congress leadership in Himachal Pradesh.
If Sukhu hopes to enhance his public image and resonate with the electorate, he will need more than just personal initiatives; he will require the full backing of his party’s digital influencers. In a political landscape where social media can make or break leaders, the absence of shared support could be a costly oversight for the Chief Minister.
