Prime Minister Narendra Modi has proved that new-age real-time social media platforms are the way to reach out to the masses
When the Prime Minister of India, Narendra Modi, stepped on US soil, there was an unprecedented sense of jubilation amongst the burgeoning Indian populace, almost likening the event to a historic moment in his tenure. Even those who didn’t necessarily air their political opinions seemed to feel a sense of pride for the man as he beat the very system that had denied him entry back in 2005. Making his presence felt on American soil, the land of a million dreams and opportunities for many, Modi hogged the limelight from the word go. Whether it was his speech at the United Nations General Assembly, appearance at a Central Park concert, address to the Indian-Americans at Madison Square Garden; his dinner meeting with Barack Obama or his visit to Martin Luther King Jr Memorial in Washington. Not surprisingly, leaders of both countries even shared notes on their respective technology-driven electoral campaigns.
Even as our homegrown TV channels went hoarse trying to get the fervour and hype right, NaMo, as Narendra Modi is referred to, true to his style, decided that it would be the social media that would be the official eyes and ears of his visit to the grand US of A. He decided to opt for real-time tweets and updates on social media accounts to get his point and journey across to the masses. And they were up-to-date alright, what with his social media team putting out all the information with minute-by-minute alerts, photographs and press releases. Modi even limited his personal interaction with the traditional media with well-planned outings and a strategic interview with CNN’s Fareed Zakaria.
Daring, I would say, for a man of his stature and gumption to blithely ignore the desi media and not be tempted to give a sound byte to the legions of editors and mikes that were following him in right earnest.
EARLY ADOPTER OR SMART STRATEGIST? Prime Minister Narendra Modi’s choice of the social media platform as one of supreme importance and relevance was evident from his electoral campaign and victory during the 16th general elections in the country. It is well-documented and almost ready to be emulated. But what is lesser known is that NaMo’s social media strategy was formulated way back in 2002 and his emphasis on using the varied platforms to attract followers, convert nay-sayers and communicate his then future plans and dream policies has amounted to many a click on the “Follow Modi” button on multiple media.
The strategy to bypass traditional media outlets and reach supporters and followers directly using social media that is in vogue and available 24x7 has worked for Modi and the BJP immensely. It has resulted in Modi being described as “a juggernaut of political social media” by the New York Times.
Amongst politicians, Modi ranks second behind only Barack Obama in number of fans of his official Facebook page (21.8 million and counting). Both leaders are tech-savvy, tweet daily and used technology to give more power and reach to their electoral campaigns. Not just that, Modi has more Facebook fans in the US than most current members of Congress, governors and other political leaders according to an article in New York Times which cited Socialbakers, a site that tracks social media accounts.
The followers he has managed to accumulate on Twitter and for the official PMO account are amongst the fastest growing among politicians worldwide. It goes without saying that when the likes of social media bigwigs Mark Zuckerberg and Sheryl Sandberg come acourting to help with the PM’s policy plans using the social media, there is indeed something that he is doing right.
Thus it comes as no surprise when Modi announced his dream of a “Digital India” in his Independence Day speech and talked about bringing the poor people of India within the digital ambit. He spoke of digitalisation on two grounds — one for the citizens where the remotest of the village would be connected through broadband networks enabling online lectures, telemedicine, operating bank accounts through mobile phones; the other from the governance angle, where the poorest of people can demand various things from the government, fill forms, submit applications and so on through mobile and internet technology.
What Modi’s social media has done is that from day one of his tenure, there has been an interest in his government and policies, especially the foreign policy. But the man wasn’t going to play the social media game alone. He subtly conveyed to his Cabinet that he expected and wanted all of them to emulate him and log on for visibility, approval and sheer success.
According to a Reuters report, Twitter has been given unprecedented access to the ministers and their staff so as to advise them on social media usage. Reports also suggest that his government is all set to unblock many accounts blocked on Twitter by the handlers of the PMO India account.
MODI WAVE CONTINUES Modi has managed to create a sense of pride amongst a large section of the Indian populace, especially the educated and logged-on percentile. As a result, his “Make in India” campaign finds takers all across the globe, with Indians settled abroad seeing it as a chance to showcase their parent nation as one of opportunities and possibilities. They are more than happy to comment, discuss and share issues of governance and public interest that their PM wants heard. Whether it is discussing fighting terror using social media with Facebook honcho Zuckerberg, or planning a Swachha Bharat Abhiyan imitating the likes of the ALS Ice Bucket Challenge across all platforms, the PM is bullish on participatory governance.
And it’s not just his policies that seem to be finding takers on the platforms. It’s also the man himself, who is being viewed in compassionate light with his meticulously-planned outings on Twitter or Facebook. Thus, when Modi sticks to his annual nine-day fast during Navratri and sips on warm water even as Barack Obama and his guests feasted on delectable bites, the average Indian feels proud of our humble and traditional leader who cannot be swayed!
From a Hindu leader who evoked a sense of fear amongst the masses, to one who seems easily accessible, likeable and even interested in everything his people want him to know, the image social media has built for him is steeped in normalcy.
Prior to his taking charge, there had been voices worrying about the death of free speech under the Modi regime, but he seems to be making efforts to prove his critics wrong with his ardent harnessing of social media.
By relying and trusting non-traditional methods of engaging and retaining his new-found followers and even disbelievers, Modi has shown that technology and social media can help make political progress. If numbers alone told a story, it’s not just the use of social media but making a success story of it that Modi has proven to his naysayers and old-timers. On-ground action, of course, is a different thing, but when we talk about social media, it’s the likes, shares and followers that measure success.
If this momentum is maintained it won’t be long before “Acche Din” becomes the trend to follow or emulate for every Indian online.