It's that time of the year when the nation is a buzz with all the hype and hoopla surrounding the 2014 general elections and the campaigning parties are putting their best foot forward on the most revolutionary platform i.e. social media in order to impress the voters and gain political mileage.Indian National Congress, somehow has not been able to strike the right chord with the social masses and has been ousted from the race, going by what the numbers have to say on Twitter, Facebook and Youtube.

1. Has Congress Lost The Race Already?

2. INTRODUCTION
• As BJP & AAP fight it out against each other on Social Media, Congress seems to be
lagging far behind them.
• Narendra Modi & Arvind Kejriwal are more in the news headlines than Rahul Gandhi
and this is clearly not helping India's oldest political party.
• As social media goes gaga over the AAP vs BJP battle, is it game over for Congress?
This report will showcase how Congress has been pushed back as AAP & BJP take the
centre stage on social media platforms.
Introduction

3. • Congress has a decent presence on Facebook and has the most engagement
• Congress has failed to generate any buzz on Twitter
• Even though Congress is highly active on YouTube, it has failed miserably in
engaging people
• Conversations around AAP & BJP have resulted in absolute sidelining of Congress
• Congress lacks the presence of a strong leader on social media
Key Findings in This Report

4. Congress & Social Media
• India's oldest party, the Indian National Congress was slow to start on social media.
Even though it had members like Shashi Tharoor who were very popular on social media,
it was far behind BJP & AAP in adopting the platforms of today.
• And when it woke up, it was too late. Not to mention, the party has been facing a lot of
flak for its policies and governing style for quite a while now.
• With a not-so-good presence on Social Media, Congress has been unable to create any
buzz on social media.. In this report, we will analyze their social media presence with the
help on an analytics tool, Konnect Social.

5. Facebook Fans % of Fans Engaged
2028977 18.07
Congress on Facebook
• Even though Congress has more than 2 million fans on Facebook, it is still far behind BJP.
• The content strategy revolves primarily around Rahul Gandhi, the development under
UPA regime and anti-Modi updates.
•While Congress does enjoy good engagement rates on Facebook, we can't say whether it is
organic or paid.

6. Images on Facebook

7. Twitter
Followers
Twitter
Mentions
Twitter
Engagement
% of
Followers
engaged
138091 4786 18733 13
Congress on Twitter
•Congress has been having a rough time on Twitter since long. People are either talking
only about Narendra Modi & Kejriwal, or are talking negatively about Rahul Gandhi and
UPA's policies.
•The recent interview of Rahul Gandhi with Arnab Goswami has worsened it.
•Even though most of its politicians are active on Twitter, Congress has failed to generate
any buzz.

8. Images on Twitter

9. Congress on YouTube
Congress on YouTube has a good presence which has been ramped up recently. The
channel now shares videos very frequently. The videos are about its achievements,
speeches of Rahul Gandhi and anti-NDA.
YouTube Subscribers 5492
YouTube Engagement 1466
Video views 8,117,898

10. Congress on YouTube

11. Has Congress Lost
The Race
Already?
Sentiment of People Around Congress
Congress is facing more negativity than its arch-rival BJP

12. What Media is Talking About Congress
Even media houses are writing negatively about Congress. Economic Times, Indian Express, Niti Central and
DNA are the ones with maximum negative stories about Congress

13. Analysis of Congress's Lacklustre Performance on
Social Media
• As you can see, people have decreased their engagement with Congress. People and
media houses are hardly talking anything about Congress these days.
• The entire political chatter on Social Media today revolves around AAP and BJP while
Congress is far behind them.
• A big reason could be the lack of a charismatic leader on social media. AAP has Arvind
Kejriwal and BJP has Narendra Modi - both have a great social media following.
• But Rahul Gandhi has been absent on Social Media and this seems to be working against
them. Not to mention that the party itself has lost favor with people in the last few years.

14. Comparison – Congress vs AAP vs BJP on Social Media

15. Has Congress Lost
The Race
Already?
Facebook Community Size
Even though Congress has 2 million fans, it still lags behind its major competitor BJP.

16. Twitter Community Size
Congress has the smallest
community on Twitter. AA & BJP
have a comparatively huge
Twitter presence.

17. Twitter Engagement
While Congress has a better
engagement on Twitter as
compared to BJP, AAP is miles
ahead of both of them.

18. Has Congress Lost
The Race
Already?
Twitter Mentions Over Time
AAP is again beating Congress by garnering most of the mentions on Twitter. BJP & Congress
have almost the same number of mentions over time.

19. Total Tweets
All parties are infrequent with their tweets. But still Congress lags behind in terms of
engagement.

20. YouTube Subscriber Base
Even though Congress is actively
uploading videos on YouTube,
it's subscriber is miniscule in
comparison to that of BJP & AAP.

21. YouTube Engagement Comparison
With a small subscriber base,
Congress has managed to engage
only a fraction of users. BJP is
leading everyone by a great
margin.

22. Youtube
Videos by AAP evokes much better
response from its audience. Congress
hardly leaves a mark with its videos.

23. Conclusion
In recent times, Congress has really amplified its efforts on social media. But all these
efforts have failed to create any social media buzz.
The absence of a prime leader like Rahul Gandhi on Social Media is affecting them as
Narendra Modi and Kejriwal have created storm.
The entire political chatter is now about AAP vs BJP and hardly anyone cares about
Congress anymore.
If this scenario stretches on for few more weeks, it might bring in bad results for
Congress.

24. REPORT BY – SOCIAL SAMOSA
For more live analytics visit socialsamosa.com/electiontracker