Growing Enterprises (SURGE)
Indian Institute of Management, CalcuttaOpen For Admission
Everybody is on social media. As per Hootsuite, almost 49% of the global population, around 3.8 billion people are active on social media platforms. So this is a great opportunity to shape and influence certain ideas and create a wave of thought. There are innumerable social media platforms and applications vying to grab the user attention and to be able to leverage their unique communication format smartly in all spheres of life is a pinnacle of all marketing activities.
It was Howard Dean, the ex-governor of Vermont (1991-2003) who was accredited with the first ever usage of digital media for campaign fundraising and volunteer recruitment. Dean’s website known as Meetup had blogs, campaign sign-ups, and virtual meeting space where like-minded people interacted with each other. This was one of the first most notable digital based political campaigns aimed at building a certain brand identity amongst a targeted sect of people and connecting each of them on the basis of similarities.
The next big political campaign was driven by Facebook when it acted as a platform for Democrat John Kerry’s presidential election campaign in 2004. This campaigning gimmick was closely observed across the globe and as of today we have no dearth of examples on how different social media platforms have acted as powerful tools for building up a mass opinion both for and against.
As per CEO World Magazine, here is an exhaustive list of top 15 social media platforms predominantly used across the globe in 2019.
So from the above it is clear that Facebook tops the chart when it comes to reach with a staggering 2.27 billion users across the globe. Now the challenge is to understand whether a political party leverages only this tool or uses a strategy that involves a multi-tool option. This calls for constant deep diving into data analytics offered by each of these tools. Hence it is extremely important for any digital marketer driving a political campaign to have a solid backbone of social media marketing. Executive Programme in Digital Marketing & Social Media Marketing Strategy offered by IIM Calcutta is crafted by digital and social media marketing experts, the course aim’s to offer professionals a better understanding of how one can uniquely leverage social media tools and create impacts in building and branding ideas and people.
The idea of harnessing social media for digital marketing rests on important principles:-
The success of an electoral campaign conducted over social media is dependent on how well the digital marketer understands the heart and mind of the target audience. A mere understanding of social media would not come for critical campaign building. For this, one needs a strong foundation of social media marketing.
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