After social media, politicians wake up to WhatsApp effect

NEW DELHI: This Lok Sabha election will be fought on the ground as well as on the internet. But while everyone recognizes the role of social media sites like Facebook and Twitter in the unfolding political drama, it's the mobile messaging service WhatsApp which might turn out to be the real game-changer.

Top politicians from nearly all parties, gearing up for the upcoming Lok Sabha polls, have realized the potential of the application which can be used both for private and group messaging. Sources from the parties say that rather than the top brass, it was the local cadres who reported its effectiveness as a tool to connect with voters. Both Congress and BJP are already contacting voters through their WhatsApp numbers - WithCongress (8398989898) and Mission 272+ (7820078200) respectively.

WhatsApp allows for micro-level, completely enclosed chat groups where a politician can send private messages to both party cadre as well potential voters for free. Similarly, constituencies are divided into several groups depending on socioeconomic factors and a politician can hold separate private conversations with them on WhatsApp.

Unlike social networking websites which need internet profiles, WhatsApp operates in relative web oblivion. The application does use the internet but no search engine would be able to detect WhatsApp profiles, groups or chats. Real-time response also makes WhatsApp the most effective social networking tool for political campaigning.

Politicians in Odisha, Delhi and Rajasthan are already using WhatsApp to softlaunch their campaigns. Their cadres are sending out invites to ensure massive turnouts at rallies and even using the platform to poke fun at rivals. Some MPs told TOI that WhatsApp allows them a quick understanding of the voter sentiment in an area.

The reason that WhatsApp trounces social networking sites is its ease of use. A regional party MP, representing a rural constituency, who didn't wish to be named, says all you need to know is how to message. "You don't need a social media profile or a log-on to access the message," he says.