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KUALA LUMPUR: AS the contest for the Umno vicepresidential spots heats up, the candidates vying for the three posts are racing against time to meet as many delegates as possible.

Candidates scramble to and from events, lucky to sleep five hours at night. But thats not the only game in town any more. Social media has become part and parcel of campaign communications and it is expected to play an influential role in the run-up to the polls this Saturday.

The three incumbents Datuk Seri Mohd Shafie Apdal, Datuk Seri Dr Ahmad Zahid Hamidi and Datuk Seri Hishammuddin Hussein and the three challengers Tan Sri Mohd Isa Abdul Samad, Datuk Mukhriz Mahathir and Datuk Seri Mohd Ali Rustam are active on Twitter, Facebook and other social networking sites.

Creating a social media strategy during political campaigns is an essential part of every candidate's plan. With social media sites often getting more traffic than official campaign websites, it is important for candidates to get connected.

"Social media is playing an increasingly important role in the way campaigns are run and how candidates approach voters," said Isa, who runs an active blog, besides maintaining a Facebook page that he created just a month ago.

"It allows us (candidates) to not only communicate more effectively to a larger audience, but also creates a two-way street for party grassroots to respond and interact with leaders.

"This dynamic exchange of information and ideas makes for a healthier and more participative democracy."

Isa admitted that to galvanise and canvass support from the younger section of party delegates, he needed to get in touch with them, both offline and online.

On his Facebook page, he has published a series of amusing webcomics called "Semangat Orang Lama", in which he suggests that despite being an old guard in Umno politics, he has the experience and vigour to contribute to the party's cause.

On average, each of the vice-president candidates has 20,000 to 30,000 followers on Facebook. However, as far as online popularity goes, Shafie is leading the pack after gaining 105,000 "Likes".

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