Thanks to the rapid rise of Internet users in the country, social media and politics have now become inseparable. The 'India Digital News Report 2019' published by the Reuters Institute found that over 68% of Indians use their mobile phones as the primary means of consuming news. Out of this 68%, an overwhelming 52% rely on social media for their daily news. In light of statistics like these, it has become increasingly important for politicians to have a strong social media presence that not only communicates but also connects to the general public.
Through various social media platforms, political figures gain invaluable access to the public forums that these spaces have now become. Thereby, politicians engage with the audience through numerous methods like tweets, posts, videos, and live streams. Communication efforts like these have become far-reaching, probably more than traditional mediums.Another advantage of a politician's structured and strategic social media presence is the option to tailor and customize content - something that social media platforms offer. No two election campaigns are alike. Social media enables figures in the political realms to tailor their marketing campaigns according to the audience they are targeting.
For instance, if a politician wants to make healthy changes in the education sector and address the grievances of students, a campaign designed specifically for young students can be initiated and run on platforms that youngsters are known to use more, like Twitter and Instagram. At a time when the digital world is only expanding, politicians' presence on social media platforms also gives them a personal touch because the general public is bound to feel more connected and heard by them.If political persons and figures use social media spaces responsibly, put out fact-checked information, and draw attention to issues that might not be covered extensively by the mainstream media, they will invite the faith of the public - something that is the single most important element of politics.