Use of Social Media by Indian Cabinet Ministers to Propagate Their Work and Connect with Masses

Abstract

The political use of social media in India has assumed a whole new role, scale and meaning. While abundant research has been done on how social media is used by politicians for campaigning during elections, this research aims to go a step further and discover how social media is used when election is over and governance is on. This research will focus on the use of Facebook by cabinet ministers to connect with masses and inform them about latest political and administrative developments relevant to their departments, about their work and to provide interesting glimpses into their personal lives. Most of the cabinet ministers have their official Facebook pages. This research will analyze the content posted by them on their official Facebook pages with the help of Fanpage karma which is an online tool for social media monitoring and analytics.