social media analysis of 2017 punjab election
TRANSCRIPT
Social Media Analysis Of
2017 Punjab Election
by
The use of social media in political campaigns became trend after the victory of BJP in
2014 Lok Sabha elections. BJP used social media extensively to promote their election
messages. It worked so well that BJP won 282 seats.
What Modi did in 2014, Nitish Kumar did in Bihar. Social media has become the best
weapon for electoral battlefield. Every political party has deployed social media to
achieve their objectives. Punjab State elections were no exception.
In this report, we tracked social media activity of the political candidates in Punjab,
using our in-house social media analytic tool, Vaizle. We tried see how they are
using social media platforms to lure voters to their side.
Data Timeline
1 December 2016 - 14 February 2017
Political parties covered
Platforms tracked
Channel share in content
Twitter was the most popular choice for the political leaders when sharing content. 57%
of total content was shared on Twitter followed by Facebook which accounted for 43%
of total posts.
Candidates activity
SAD's candidates combined with those of BJP turned out to be the most active on
social media. They were followed by AAP and Congress candidates respectively.
Overview
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43%
34.95%
AAP
57%Twitter
39.78%SAD+BJP
25.26%Congress
Top 5 active political candidates of social media Top 5 candidates of SAD+BJP active on social media
In the top 5 most active candidates on social media, top 3 were from SAD. That's why we tried to see the top 5 candidates from SAD.
Popular hashtags used by party candidatesCongress was strategic with their hashtag strategy. They used #Punjab hashtag
89 times during the election campaign to lure voters.
Social Media Analysis Of 2017 Punjab Election
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Parveen Bansal(BJP)
Lakhbir Singh Rai(AAP)
Ranjit Singh Gill(SAD)
Ha
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tag
Co
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t
100
80
60
40
20
0#
ma
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to
#A
AP
Pu
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7
#P
ak
ke
Jh
aa
du
Wa
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#C
on
gre
ss
#P
un
jab
Sukhbir Badal(SAD)
Captain Amrinder Singh(Congress)
Sukhbir Badal Manoranjan Kalia
Ranjit Singh Gill Ranjit Singh Dhillon
Parveen Bansal
1 4
2 5
3
Sukhbir Singh Badal topped the total activity chart.
1008 posts His profile posted followed by his party member
Ranjit Singh Gill 559 posts.with
1008 Posts
1008 Posts
559 Posts
514 Posts
465 Posts
460 Posts
451 Posts
559 Posts 322 Posts
514 Posts
Ha
sh
tag
Co
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t
Ha
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tag
Co
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t
100
80
60
40
20
0
100
80
60
40
20
0
#P
un
jab
#C
on
gre
ss
#
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to
#S
AD
#B
ad
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ate
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7
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#A
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20
17
#G
urb
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as
#A
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01
7
Ha
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100
80
60
40
20
0
#P
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Jh
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Wa
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#A
AP
Pu
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17
#P
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Social Media Analysis Of 2017 Punjab Election
Top 5 hashtags used by AAP Top 5 hashtags used by SAD+BJPTop 5 hashtags used by Congress
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Total engagement of political candidates
Congress emerged as the leader in total engagement segment followed by SAD+BJP.
Congress candidates received more than 50% of total engagements.
Congress candidates received more than 50% of total engagements.
Top 5 candidates with engagements
Social Media Analysis Of 2017 Punjab Election
Applause (like + favorite)With 31,39,628 applauses, Congress topped the total applause chart
among all the political parties.
Amplification (shares + retweets) Again topping the amplification chart, Congress received a total
amplification of 2,54,989
33.03%
15.82%
SAD+BJP
AAP
51.15%Congress
Baljindar Kaur(AAP)
Sukhbir Badal(SAD)
Ravneet Singh Bittu(Congress)
Vijay Inder Singla(Congress)
Captain Amrinder Singh(Congress)
Sukhbir Singh Badal leads the engagement segments
78264 205864Applause: Amplification:
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11,66,414 (Likes + Share + Comments)
7,73,593 (Likes + Share + Comments)
2,16,274 (Likes + Share + Comments)
2,12,029 (Likes + Share + Comments)
2,07,281 (Likes + Share + Comments)
Total video engagement by political parties Top 5 candidates with video engagement
Social Media Analysis Of 2017 Punjab Election
Ravneet Singh Bittu(Congress)
Vijay Inder Singla(Congress)
Parambans Singh(SAD)
Sukhbir Badal(SAD)
Captain Amrinder Singh(Congress)
Sukhbir Singh Badal topped the video segments.
Total video engagement received by Sukhbir Singh Badal is 446144
32.77%
19.31%
SAD+BJP
AAP
47.92%Congress
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Congress 47.92% topped the video engagement chart by receiving of total
video engagement in the category.
4,46,144 (Likes + Share + Comments)
2,38,736 (Likes + Share + Comments)
1,07,191 (Likes + Share + Comments)
66,034 (Likes + Share + Comments)
14,718 (Likes + Share + Comments)
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The Ultimate Battle
Constituency
Other Contestants
Jalalabad
Leading
Constituency
Other Contestants
Lambi
Leading
Sukhbir Badal received 3.3 times more engagement than Bhagwant Mann and Ravneet singh Siddhu combined.
Capt. Amrinder SIngh got 7 times more enagement than Prakash singh Badal & Jarnail Singh combined.
The Influence
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1
2
43
5
6
7
8
911
151617
12
13
14
18
1920
21
22
10
Pathankot
Gurdaspur
Hoshiarpur
Amritsar
Kapurthala
Jalandhar
Taran Taran
NawanShehar
Ludhiana
Rupnagar
Moga
Firozpur
Faridkot
Barnala
Bathinda
Muktsar
Fazilka
Mansa
Sangrur
Patiala
Fatehgarh Sahib
SAS Nagar
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
The district map of Punjab and each color depicts which political party
had the most influence across social media in the corresponding district.
In these districts, the social media battle was close. If Congress is able to
win the seats from these areas, the election tides will turn into their favor.
Regions to watch out for
Congress
SAD and BJP
AAP
Neutral with no political party dominating
Amritsar
Firozpur
Mansa
Barnala
Kapurthala
Gurdaspur
Patiala
Jalalabad
Engagement per activity
Congress received the highest engagement per activity.
Expected results based on social media analysis
Social Media Analysis Of 2017 Punjab Election
Ha
sh
tag
Co
un
t
800
700
600
500
400
300
200
100
0
Party Seats
Congress
SAD+BJP
AAP
Others
42-50
39-46
27-36
0-1
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Co
ng
res
s
SA
D+
BJ
P
AA
P
2017 Punjab Assembly election gives insights into political candidates' behavior on
social media during the election campaign time.
Twitter was preferred as the most popular platform for sharing content by the
political parties. Political candidates are actively using hashtags to reach out the
targeted voters. On the other hand, Facebook platform is used by the political
candidates to share video content.
Congress is still the favorite among the voters. The engagement per activity of
Congress is double than that of all the other parties combined. This might be due
to the use of the Facebook platform.
SAD+BJP have given a tough fight to the congress. Whereas, AAP party candidates did
not perform well on social media.
If these social media results turn real, Congress will lead in the 2017 Assembly election but no party will get majority.
Conclusion
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Disclaimer: This report has been developed using our in-house tool, Vaizle. As much as we have tried to make the report error free, error in data may occur for multiple reasons. This report has been created for the sole purpose of understanding how social media is influencing and becoming a driver of political promotions. We DO NOT take responsibility for any error in data or its representation or any loss caused due it.