Aam Aadmi Party or AAP is a newly formed political party in India founded in 2013. Their meteoric rise in popularity has taken everyone for a surprise including the two major rival parties – Congress and BJP AAP is very active on social media channels. Let us understand what Arvind Kejriwal and his party did right to take down the might of Congress and BJP on social media channels.

1. A look at Aam Aadmi Party’s Meteoric
Rise on Social Media
By
Ashley Sequeira
Social Media Executive

2. Introduction
Aam Aadmi Party or AAP is a newly formed political party
in India founded in 2013. Their meteoric rise in popularity
has taken everyone for a surprise including the two major
rival parties – Congress and BJP
AAP is very active on social media channels. Let us
understand what Arvind Kejriwal and his party did right to
take down the might of Congress and BJP on social media
channels

3. Social Media Platforms
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


Website
Facebook
Twitter
YouTube
Mobile apps

4. Quantitative Analysis

6. Twitter Analysis
AAP
via Followerwonk.com
BJP

7. Content Analysis
A lot of different content is being published to engage the
public to the fullest. Neither party wants to miss out on
anything
Mobile
Campaigns: SMS & Missed Call
Celebrity Testimonials
Criticizing the opposition
Drive to raise donations

8. Summary
AAP leads in terms of creativity and innovation in their social
media use. They have been more aggressive with a higher number
of posts.
BJP is trying to match the pace of AAP. They have very recently
revamped their look and content strategy on their online
channels – giving it a more young and fresh look. Even so the
updates of BJP lag in chutzpah compared to the newer entrant
AAP.
BJP leads with numerous leaders having a good social media
presence individually. They make use of this by tagging, referring
and linking back to these individual members when relevant.

9. Now let us see how the leading men of both parties fare
against each other!
“fight against
corruption”
“helps us build a strong
and developed India”

10. Twitter Analysis
Arvind Kejriwal
Narendra Modi
via Followerwonk.com
Arvind Kejriwal

11. Quantitative Analysis

12. 10000000
Arvind Kejriwal
1000000
Narendra Modi
100000
10000
1000
100
10
1
Twitter
followers
Facebook
followers
Youtube
Site Alexa
rank (India)
(Lower better)

13. Summary
Narendra Modi is an established political person and this
comes across through a more stable and professional online
presence.
Kejriwal has risen to fame in a very short time but we need
to see how he leverages and builds on this popularity.

14. We have written a detailed blog post about this and
released an even more detailed report on this. Click Here
to know more!

15. Conclusion
Social media is changing the pace of marketing. This is an
age of real time news. As companies are making efforts to
listen and talk to their customers, political parties have also
realized the importance of connecting with the citizens.
AAP is enjoying their popularity currently but how will it
fare in the future? Will they be able to leverage this
popularity especially in the case of a crisis? We need to wait
and see.

16. Thank You
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