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Background
AAP was formed by Kejriwal on November 26, 2012, after he parted ways with the India against Corruption (IAC) movement led by Anna Hazare (Hazare) . Kejriwal had played an active role in organizing the activities of the IAC movement and was its key spokesperson. Before joining the IAC movement, Kejriwal was known for participating in social service activities. He and his followers mainly took part in assisting the common man to combat corrupt practices. They played an intermediary role in solving the common man’s problems. Kejriwal also actively participated in campaigning for the Right to Information (RTI) Act....
Aap's Social Media Strategy
By June 2013, the number of social media users in India was around 78 million . It was estimated that this number could cross the 100 million-mark by the first quarter of 2014 (Refer to Exhibit-II for Number of Social Media Users in India-Estimations). Social networking sites like Facebook, Twitter, Google+, and YouTube were commonly accessed by internet users in India. Of the entire social media, Facebook had the maximum number of users (Refer to Exhibit-III for Break-up of Social Media Users in India during 2013-14)...
Competitors Social Media Stratagies
BJP Prime Ministerial candidate and Gujarat Chief Minister Mr. Narendra Modi (Modi) was known for his efficient utilization of social media in India. He had launched his social media presence in the year 2009. A healthy competition was going on in between Modi and Kejriwal on Facebook and Twitter; however, the INC Vice-president Mr. Rahul Gandhi had no Facebook (or) Twitter account . During the month of January 2014, on Facebook, Modi had 90, 98,523 likes and Kejriwal had 40, 31, 258 likes...
Moving Forward
After being successful in the Delhi Assembly elections 2013, the social media team of AAP turned its focus on the general elections, 2014. The team head, Ankit, prepared to focus on improving the quality and reach of the party on social media to gain support. Through social media, AAP communicated with the local people to address their problems and issues. The people were regularly updated with the status of the works being done by the party legislators and volunteers. The local level teams operating at the district level were assigned with the responsibility of managing the local Facebook page designed for each district separately...
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