Why Kerala’s candidates can’t get their social media strategy right

Oommen Chandy and VS Achuthanandan battle it out on Facebook almost every day. But unlike the two veterans – spearheads of their respective political fronts – most candidates in Kerala’s political fray do not make full use of the social media as a campaign tool.

A study by GOIS Software Labs, a Kochi-based firm that analyses consumer behaviour on social media, found that candidates have not been able to effectively leverage the effectiveness of the social media to reach out to the electorate.

“Though some candidates such as TM Thomas Isaac (former Finance Minister and currently the LDF candidate from the Alappuzha constituency), effectively engage with their electors and party followers, the candidates are not utilising the electoral possibilities of social media,” NandaKishore Harikumar, Chief Operating Officer of the firm told

BusinessLine . “However, compared to the 2014 Lok Sabha election, there is a marked increase in the use of social media by politicians and parties.”

Harikumar pointed out that there were 70 lakh Keralite social media users, of whom 50 lakh reside in the State. The huge majority of subscribers were in the 18 to 65 age group. Facebook was the most prominent platform.

The lack of a proper social media strategy is the main reason for the poor performance by political parties, their leaders and the candidates, he said. For instance, in Kannur district, which is considered a Communist stronghold, Chief Minister Chandy’s Facebook page received 28,000 likes, while former CPI(M) State Secretary Pinarayi Vijayan’s page got only 20,000. This despite the fact that Vijayan hails from Kannur and is a prominent contender for the CM’s post if the LDF comes to power.

The prescription

Harikumar said candidates wanting to make a real impact on his/her electors, should have a clear strategy that takes into account the ‘social media psychology’. They should also begin engaging with future electors several months in advance. The engagement, on a series of issues not necessarily election-related, should ideally be location-specific (to the constituency and its nearby areas).

Isaac’s example

Harikumar said Isaac’s engagement with electors was an ideal one which others could follow. Isaac has been engaging the Keralites on a series of real issues, especially his active role in promoting vegetable cultivation and organic farming in his Alappuzha constituency for a couple of years now. He posted more than one post a day and directly addressed people’s problems.