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With only a few days left for Maharashtra to vote in the Assembly polls, campaigning by all parties has reached its crescendo. While the election results will be announced on 24 October, social media will offer a clue on who’s leading.
The Quint analysed the performance of Maharashtra’s four major parties – Shiv Sena, Bharatiya Janata Party (BJP), Indian National Congress (INC) & Nationalist Congress Party – on social media platforms like Facebook, Instagram and Twitter.
For the purpose of analysis we chose a three-week period starting from 21 September, when the polling dates were announced, to 12 October.
Since Shiv Sena and NCP are primarily Maharashtra-based, their official social media accounts were compared to the accounts of BJP and Congress’ Maharashtra state units.
We compared the BJP & Congress’ state unit Facebook pages along with Shiv Sena and NCP’s Facebook pages using data available on CrowdTangle.
Which party has the most number of followers?
Another interesting thing to note is the growth in followers these parties have seen in the observed time period:
How active are these parties on Facebook?
A total post count of all the four parties on the platform was examined to understand which party is most active.
What is the engagement on these posts?
To understand the engagement on the posts of these parties on the platform, two equations were taken into consideration:
The engagement was calculated on the basis of the above two equations.
WHAT IS THE TOTAL INTERACTIONS ON THE POSTS?
WHAT IS THE AVERAGE INTERACTION RATE OF THESE POSTS?
Average interaction rate = Interaction Rate/Total Number of Days Considered
Which party has the most followers?
A comparison of growth in followers of these Instagram handles shows:
In contrast to Facebook, BJP has the least followers on Instagram and Shiv Sena the most.
How active are these parties on Instagram?
Similar to Facebook, a total post count of all the four parties on the platform was examined, to understand which party is most active.
While on Facebook NCP was second in number, on Instagram the party has won the battle with maximum number of posts.
What is the engagement on these posts?
Similar to Facebook, analyzing the total interactions and the average interaction rate gives us a fair idea about the engagement on these posts.
WHAT ARE THE TOTAL INTERACTIONS ON THE POSTS?
WHAT IS THE AVERAGE INTERACTION RATE OF THESE POSTS?
Average interaction rate = Interaction Rate/Total Number of Days Considered
For Twitter, two major parameters were considered – total number of followers and average retweets. The latter metric was analysed for a 48-hour period.
Which party has the most followers?
What is the average retweet per posts for these parties?
While BJP & Shiv Sena mostly dominated on Facebook, NCP caught up pretty well on Instagram. However, changing the game on Twitter the Congress made a decent comeback with a good retweet value despite having less followers.
Most posts of Shiv Sena that have over performed and got maximum interactions have to do with Sena leader Aditya Thackeray.
The Instagram post of Shiv Sena that had the highest interaction and interaction rate is a picture of Aaditya Thackeray taking the blessings of Balasaheb Thackeray on 3 October, when he had filed his nomination from Worli Constituency.
However on Twitter, the average retweets per post showed the party doesn’t enjoy the same engagement on Twitter.
With BJP it’s noticed that most of its posts on both Instagram & Facebook that get highest interaction is a comic series cartoon that takes digs on NCP.
What is interesting to note is the vast difference between the followers of NCP and the other three parties, on Twitter. On Instagram and Facebook, the party has the second most highest followers but even then the difference isn’t this huge between NCP and the party that takes the lead.
The Congress’ performance on all three platforms is the lowest compared to the rest. Even though on Instagram and Facebook the party posts a lot more frequently than the others, it still has the least interaction rate.
While this analysis gives us an idea of how the parties are performing on social media, it’ll be fascinating to see whether these results will actually translate into votes.
(At The Quint, we question everything. Play an active role in shaping our journalism by becoming a member today.)
Published: 17 Oct 2019,01:21 PM IST