India has witnessed a revolution in political campaigning owing to the upsurge of Social Media wave across the country. Keeping in mind how crucial social media is for the 2014 General Elections, the tech savvy BJP, was all set to cash in on the Social Media Game. However, the unexpected new entrant, Aam Aadmi Party (AAP) is riding the online wave after it gained huge support and share of voice post the Delhi elections.

1. AAP vs BJP
IS BJP LOSING THE GAME AGAINST AAP ON SOCIAL MEDIA?

2. INTRODUCTION
• India has witnessed a revolution in political campaigning owing to the upsurge of
Social Media wave across the country.
• Keeping in mind how crucial social media is for the 2014 General Elections, the tech
savvy BJP, was all set to cash in on the Social Media Game. However, the Unexpected
Newest Entrant, the Aam Aadmi Party (AAP) is riding the online wave.
• Is BJP Losing the Social Media Plot Against Aam Admi Party? Let’s take a look in this
report.
INTRODUCTION

3. • AAP was the most mentioned political party on Social Media this Week
• Aam Aadmi Party also led the race to amass Twitter Followers.
• AAP has been Tweeting more Frequently and Regularly as compared to BJP.
• Aam Aadmi Party has received mediocre attention on Facebook.
• BJP has more Facebook Engagement scores, AAP is catching up.
• BJP’s YouTube engagement rates are much higher than its counter parts.
KEY FINDINGS IN THIS REPORT

4. THE AAM AADMI PARTY (AAP)
• The newest entrant in the Indian Political scenario, the Aam Aadmi Party (AAP) has left
noticeable impressions on the Indian fabric with its remarkable political debut under the
leadership of Arvind Kejriwal.
• The Aam Aadmi Party has a very robust and active social media presence. In this report,
we will analyze their Social Media presence with the help on an analytics tool, Konnect
Social.

5. • With more than 1.6 Million fans and about 21k supporters actively engaged with the Party,
the Facebook page of AAP looks solid.
• The Party has been using Facebook as a channel to spread the word about their upcoming
events, creating awareness amongst voters, collecting donations, making important
announcements such as publishing a list of their election candidates, etc.
• Despite being at the centre of the Gujarat Rally Controversies, the party’s Fan base is
growing massively
AAP ON FACEBOOK
Facebook Fans 1678064
Engagement 21443
% of Fans Engaged 2.41

6. AAP ON FACEBOOK

7. • With a total Fan base of more than 549469 followers, AAP is all ready to set its foot
firmly in this elections season. They are very active in Tweeting or interacting with their
Fans through Retweets.
• They party creates various Hashtags like #AKasksModi #AKinGujarat #AKStormsGujarat to
cover the entire Gujarat Rally episode.
• Followers too have created a good deal of content for AAP and have used these hashtags
in their tweets along with the mention.
AAM AADMI PARTY ON TWITTER
Twitter Followers 549469
Twitter Mentions 481
Twitter Engagement 20055
% of Fans engaged 32.82

8. AAM AADMI PARTY ON TWITTER

9. • AAP has been using YouTube for the last 3 years.
• The party has uploaded umpteen number of videos that present Arvind Kejariwal’s Political Speeches,
Election Rallies, Media Interviews, Official Party Statements, Survey Findings, etc. By this means, the
newest entrant has received more than 41.5 Lakh video views by now on its YouTube channel.
• Today, it is evident that traditional TV watching among youngsters have gone down, internet video
viewing has been on the rise. AAP’s strong YouTube presence will definitely help them to make their
mark in the online space.
AAM AADMI PARTY ON YOUTUBE
YouTube Subscribers 40146
YouTube Engagement 18758
Video views 4,157,332

10. AAM AADMI PARTY ON YOUTUBE

11. There is a growth in the negative sentiments prevailing around Aam Aadmi Party on Social Media
AAP - MEDIA MENTIONS AND SENTIMENT ANALYSIS

12. A deeper look at why and where the party was being mentioned in the online media throws up scores of
online articles and Tweets around AAP’s recent conflict with the BJP workers in Gujarat.
AAP - MEDIA MENTIONS AND SENTIMENT ANALYSIS

13. WHAT TRIGGERED ONLINE NEGATIVE SENTIMENTS
IN THIS TIME FRAME?
• People Tweeted how AAP supporters had clashes with BJP campaigners hours after
Arvind Kejriwal was held in Gujarat where he had gone on a four-day visit to scrutinize
the growth that has been claimed Modi.
• There were media mentions about an FIR being lodged against the AAP
leader Arvind Kejriwal for allegedly violating the Model Code of Conduct in Kutch.
• Twitteratti also talked about the arrest of Ashutosh and Shazia Ilmi as well as 14 AAP
workers who were charged of rioting, damaging public property.
• At the same time, Reliance Infrastructure Limited (R-Infra) filed a Rs.100-crore
defamation suit against the Aam Aadmi Party (AAP) allegations made by the party
against the company were false and defamatory in nature.
All these Factors have backed the creation of online negative sentiments surrounding the
party during the time of research

14. • The Bharatiya Janata Party the one of the most prominent political parties in India, has
always pioneered the use of internet and technology in communicating and engaging
with the masses specially the youth in India.
• Right from having, an interactive website, to a dedicated volunteer’s dashboard,
mobile apps, extracting the most out of Google Hangouts, Facebook Page, Twitter
handle, YouTube Page, Whatsapp they have not missed a single trick from the book to
make sure that they connect with the masses at multiple touch points with a unified
tone of messaging and engagement.
• BJP has a very strong and active presence on major social media networks i.e.
Facebook, Twitter and YouTube.
THE BHARATIYA JANATA PARTY (BJP)

15. Facebook Fans 2575732
Facebook Engagement 160995
% of Fans Engaged 4.94
BJP ON FACEBOOK

16. BJP ON FACEBOOK
• With more than 25,75,732 Fans and around 1,60,995 active participants, BJP has a very
Strong presence on Facebook. BJP’s Fan base is almost double the size of Aam Aadmi
Party’s Facebook community.
• A mere quick look on to the fan page reveals how powerfully BJP has portrayed its brand
identity on Facebook, and how effectively it is engaging its fans.
• The party uses Facebook to create awareness about party’s latest programs, campaigns
and to hold the attention of young voters in various initiatives. They also try to integrate
and promote their offline campaigns in the Online Media

17. BJP ON FACEBOOK

18. BJP ON FACEBOOK

19. BJP ON TWITTER
• With more than 382k followers on Twitter, BJP’s Twitter handle is abuzz with live event
updates, campaign hashtags, retweets from senior party leaders and awareness drives.
• The party has made good use of Twitter hashtags to keep their followers engaged. It
trends on twitter almost every single day with either BJP or #NaMo4PM, #NaMo,
#NaMoinHP or NaMo in a particular City.
• However, the follower base as well as engagement levels of @BJP4India on twitter is lower
as compared to Aam Aadmi Party.
Twitter Followers 382419
Twitter Mentions 481
Twitter Engagement 21835
% of Fans engaged 21.38

20. BJP ON TWITTER

21. The BJP has done a better job on YouTube than other political parties. The YouTube
channel for the party, started in 2010 houses a collection of 5000+ videos.
BJP has also launched YUVA, an internet TV channel for the Indian youth.
BJP tries to engage the Indian youth on various political, health, economics, current affairs
& cultural issues and most importantly the voice of “Young India” on this channel . Apart
from these programs, the party has live webcasts of its rallies and other events on Yuva TV.
BJP ON YOUTUBE
YouTube Subscribers 44808
YouTube Engagement 71644
Video Views 6,223,223

22. BJP has also used YouTube features such as
annotations, featured playlist, Tags,
Descriptions, Titles and Captions in an
effective manner. Great Content and an
optimized channel are helping them drive a
lot of traffic to their YouTube channel.
BJP ON YOUTUBE

23. The mentions for the party have a neutral, negative as well as positive sentiment.
BJP - MEDIA MENTIONS AND SENTIMENT ANALYSIS

24. A purported tweet against Narendra Modi attributed to BJP leader Sushma Swaraj has
resulted in the party boycotting all panel discussions on NDTV and its BJP supporters
accusing the channel of attempting to create a split in the party through false news. They
party received Massive support on Social Media after the boycott
Narendra Modi also welcomed the 100 million new voters and sought blessings from
people of India, which contributed to the increase in positive sentiments this week.
BJP - MEDIA MENTIONS AND SENTIMENT ANALYSIS

25. COMPARISON – AAP VS BJP ON SOCIAL MEDIA
AAP vs BJP

26. • The Indian National Congress leads the engagement scores on Facebook this
week, BJP is catching up.
• Aam Admi Party has received mediocre attention on Facebook.
FACEBOOK ENGAGEMENT

27. TWITTER FOLLOWERS
The new player, AAP led the race
to amass Twitter followers with
BJP a close second.
BJP India is struggling with about
382k followers on Twitter whereas
the Aam Admi Party has already
crossed the 550k number.

28. • AAP has been Tweeting more Frequently and regularly as compared to BJP. It is possible that
there is a direct correlation between Tweeting more and getting more followers.
• Tweeting in real time, and creating a strong Network of Party Followers on Twitter seems to
be a killer combination for AAP
TWEETS OVER TIME

29. YOUTUBE COMPARISON

30. YOUTUBE COMPARISON
BJP has more subscribers
on its YouTube channel
than the Aam Aadmi Party.
BJP’s YouTube engagement
rates are much higher than
its counter parts.

31. CONCLUSION
The Bharatiya Janata Party has always lead the way in the use of internet and technology
in engaging with the multitudes.
Owing to an up-and-coming expedition on social media, mobile applications, live online
events and an internet TV, BJP has left no stone unturned in enhancing their overall
online presence.
Aam Aadmi Party is trying to catch up with BJP, but falls short on Facebook and YouTube.
AAP has emerged as one of the most effective and influential political parties and has an
upper hand over BJP and Congress.
In the time being, we are sure that AAP would offer BJP a tough fight on Social Media.

32. REPORT BY – SOCIAL SAMOSA