Not very long ago, the United Progressive Alliance (UPA)-led government at the Centre was hell-bent on regulating social media content. Now, it wants to join the party.
The government is gearing up to establish a special cell within the Ministry of Information and Broadcasting to focus solely on social media, according to sources. The cell will have an initial grant of Rs 50 crore.
This cell will extensively use social media platforms such as Facebook, Twitter, Google Hangout, Slideshare, Flickr to promote UPA’s achievements and respond quickly to any negative propaganda.
Since social media is largely used by the young, it is a pivot that can be used to undertake an image makeover for the government, said sources.
Politically, too, there are dividends. Take, for instance, how Gujarat Chief Minister Narendra Modi successfully built a far-reaching and effective online presence, integrating extensive use of social media.
But whether this will deliver, or instead backfire on the government, remains to be seen. According to Sree Sreenivasan, chief digital officer of Columbia University, who teaches courses in social and digital media, although “social media is becoming a game-changer for governments around the world”, its impact still depends on on-the-ground actions.
“They shouldn't forget a basic rule of social life: If you are good in real life, you can be great on social media; but if you are bad in real life; you will be worse in social media,” Sreenivasan told Business Standard.
On the other hand, Rafael Lisbôa, press adviser to Eduardo Paes, a Brazilian politician and incumbent mayor of the country's second largest city, Rio de Janeiro, said online platforms can help, but not beyond a point.
“Twitter has been useful as one more channel - but not the only one nor the best one - between Mayor Paes and Rio´s population. Nothing can replace meeting and talking to the citizens in person and getting good job done,” said Lisbôa, who extensively uses social media and has over 140,000 followers on Twitter,
Social media apart, booklets and small pamphlets on the UPA's flagship programmes, their objectives and impact are also being planned, said sources. This will complement the online presence of certain departments, including the Planning Commission, Ministry of Road Transport and the Prime Minister’s Office, which have already opened their own Twitter and Facebook pages.
Recently, Finance Minister P Chidambaram participated first time in a Google+ Hangouts session on Union Budget 2013-14, followed by the Planning Commission on the 12th Five-Year Plan. Minister for Road Transport C P Joshi will participate in a Google+ Hangouts on March 29.
Some other ministers, too, are expected to come on Google Hangouts sessions and also be active on Facebook and Twitter.
The Planning Commission has, in fact, gone a step further. It will now hold a 32-hour ‘hackathon’ in association with 12 major universities of the country on April 6 and 7 to publicise the 12th five-year Plan.
