S Gopal Puri | Munish Sood
Shimla/Dharamshala: A letter making rounds on social media, dated November 25, 2024, has confirmed that Himachal Pradesh’s political landscape is going digital. It officially announces the appointment of two Social Media Coordinators for each state minister. The new roles will be filled on a nomination and co-terminus basis, aligning with the tenure of the respective ministers, according to a government communication from the Information & Public Relations department.
Can Social Media Help Congress ?
The new strategy could be a turning point for Congress. But will it work? Because, choice will matter as the ideal candidate for a political social media handler must possess strategic thinking, political awareness, and the capability to craft content that resonates with targeted audiences. A successful social media team for a politician needs strategic thinking, political awareness, and the ability to craft impactful content that resonates with voters. But it’s not just about digital flair—legal knowledge is essential to navigate election laws, privacy regulations, and defamation concerns.
Modi’s Digital Moves: A Benchmark for World
Prime Minister Narendra Modi has set a global example by harnessing social media to its full potential, becoming a trailblazer for politicians worldwide. From viral memes to WhatsApp forwards, Modi’s social media prowess has played a critical role in his electoral success. With 760 million active internet users in India and a massive WhatsApp user base, Modi has demonstrated how digital tools can influence elections.
The Dhruv Rathee Factor with Congress
A prime example of the power of social media in influencing politics was seen in the viral video by influencer Dhruv Rathee, titled “Is India Becoming a Dictatorship?” The video crossed 25 million views, with many commentators suggesting that Congress benefited from Rathee’s content. With social media influencers playing an increasingly prominent role, it remains to be seen if Congress can harness this power to boost its fortunes in Himachal Pradesh.
How the Ruling Congress Can Tackle Its Social Media Challenge
The ruling Congress has introduced several initiatives aimed at benefiting the masses. However, the party has struggled to effectively market these efforts. The key issue lies in the failure to choose the right platforms for content dissemination. While some vernacular media outlets praise the government, they fail to shift public perception—merely serving as channels for information rather than shaping views. To improve, Congress needs to focus on engaging with perception-makers, train political teams on crafting impactful statements, encourage continuous communication of the government’s developmental steps, and, most importantly, establish strong monitoring mechanisms to measure success.
