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New Delhi:As political parties throng social networking platforms to woo voters, internet giants like Google, Facebook and Twitter are looking for their slice of an estimated Rs 500 crore digital spending pie for this Lok Sabha polls.

Out of the 814 million Indians eligible to vote in this elections, more than 200 million are estimated to have access to the internet including over 100 million active on various social media platforms such as Facebook and Twitter.

According to digital media experts, a bulk of about 100 million first-time voters joining the electorate for upcoming Lok Sabha elections are very active on social networking sites and they are the main target of parties taking the social media route to reach out to their target audience.

Estimates suggest that out of nearly Rs 4,000-5,000 crore total advertisement and publicity budget across the parties, digital platforms may get at least Rs 400-500 crore in the run up to the polls.

With online campaigning emerging as a major tool for the Arvind Kejriwal-led Aam Aadmi Party (AAP) in Delhi Assembly polls last year, social media is getting greater attention of the strategists for Lok Sabha polls as well as across parties.

According to officials at digital marketing firms being used by some leading parties, judicious use of social media could turn out to be the "game changer" in some urban seats.

As per studies conducted by various parties, internally and by third-party agencies hired by them, as many as 160 constituencies out of the total 543 seats are likely be influenced by social media. Parties, including smaller regional outfits, are therefore leaving no stone unturned to get that crucial 'online swing' in their favour.

Notwithstanding traditional media outlets like on-ground political rallies and speeches, social media's word-of-mouth novelty factor is ensuring leaders are on top of the mind for online citizens.

Google India's Industry Head Gaurav Kapur said, "With over 200 million internet users in the country, internet as a medium has found its own space in the political parties' media spends. Leading national parties are actively engaging users through digital medium. Different parties are adopting different strategies and digital spending varies from 5 per cent to 10 per cent of their total advertising budgets."

Google is also seeing independent spends from political candidates to drive user engagement on their websites to create awareness about their achievements and plans for their constituencies.

See the article here:
Google, Facebook, Twitter eye Rs 500 crore social media election pie

6 hours ago University scholars have largely resisted using social media to spread their research results and engage students, Michigan State University's Christine Greenhow argues in a new paper. Credit: Michigan State University

University scholars are largely resisting the use of social media to circulate their scientific findings and engage their tech-savvy students, a Michigan State University researcher argues in a new paper.

While social media is widely used in fields such as journalism and business not just to push a product but also to engage in open dialogue with readers and clients it has failed to take hold in academia's so-called ivory tower. This is troubling given that universities in the United States and Europe are trying to increase access to publicly funded research, said Christine Greenhow, assistant professor in MSU's College of Education.

"Only a minority of university researchers are using free and widely available social media to get their results and published insights out and into the hands of the public, even though the mission of public universities is to create knowledge that makes a difference in people's lives," Greenhow said.

"Simply put, there's not much tweeting from the ivory tower."

While there is some evidence that faculty members are starting to share their work through social media, it's unlikely to become widespread unless universities adopt policies for promotion and tenure that reward these practices, Greenhow said.

In a survey of 1,600 researchers, Greenhow found that only 15 percent use Twitter, 28 percent use YouTube and 39 percent use Facebook for professional purposes. Those who do mainly use social media to find collaborators and disseminate their work and the work of others; they do not use it largely in their teaching of students.

"Academia is not serving as a model of social media use or preparing future faculty to do this," Greenhow said.

The issue, she added, is at the heart of larger discussions regarding accessibility, equal rights to higher education, transparency and accountability.

Explore further: Adjunct social media improves contraceptive knowledge

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'Ivory tower' bucking social media

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