‘Politicos add masala to elections’, says author Shaili Chopra

Mumbai: A journalist for 12 years, Shaili Chopra has learnt from people and events, from corporate bigwigs in Davos to covering the Taj terror attacks. Writing has been a more complex exercise, but very fulfilling, she says as her second book 'The Big Connect: Politics in the Age of Social Media' is out.

There can be no better time than elections to write a book like this. At a time when politics isn’t just about getting elected but also “socially elected”, especially when India’s political mood is visible on social media. I have plenty of gratitude for our politicians for adding masala to these elections with social media, whether it’s the race for followers, controversial tweets, or awkwardness with the medium.

Some interesting bits emerged like the realisation that social media is here to stay and politics will use it for years to come. That Indian politicians should be credited for creating a buzz online and encouraging more people to join the medium. Also, social media is not an end but a means in any election — a great megaphone and a superb tool of engagement for voters and leaders. And also that controversy is at the centre of social media this election season.

Higher turnout during state elections in late 2013 is encouraging, but it can’t be attributed to social media alone. However, it did cement the notion that campaigning via social media paid off when combined with a strong website and donation drive. Take the case of the Aam Aadmi Party which derives its entire volunteer strength from social media. So the short answer is that social media is important for sure.

There is no one perfect strategy. Leaders are still exploring the various tools available. Globally, Twitter and its brevity has attracted lots of politicians online. Facebook is a great engagement tool as well. But depending on the communication, the tool must be selected carefully.