Sena ups its soc media game
MUMBAI: For a party known for its ‘rada’ politics, the Shiv Sena’s use of social media, including microblogging site, Twitter, has generated interest among political watchers.
In the past few weeks, Sena leader and Member of Parliament Sanjay Raut has used Twitter to attack leaders from the Bharatiya Janata Party (BJP), which is in opposition in the state, over a variety of issues. Raut targeted BJP leader Kirit Somaiya accusing him of siphoning off Rs 58 crore in 2013 collected to save INS Vikrant warship from being scrapped. On April 11 Raut tweeted, “Baap bete jail jayenge... Anil Deshmukh aur Nawab Malik ke baju ke kothadi me rahenge” (Father-son duo will go to jail. They will be in the cell next to Anil Deshmukh and Nawab Malik — the latter two are senior leaders of the ruling coalition government).
He did not name the either Somaiya or his son, Neil, who ran the campaign.
“We have to keep our words measured and make it as effective as possible. We must attack daily and speak fearlessly. I speak to the media daily, if I don’t speak to them, the party’s agenda is not set. Shiv Sena must remain in the news and on social media,” Raut said at a convention of social media coordinators held in the city on May 8. The convention was attended by Sena’s chief spokesperson Arvind Sawant as well as Yuva Sena secretary Varun Sardesai, who handles the party’s social media outreach. The strategy is essential to retaining power in the state, he said.
“He (Raut) told us that it is not enough for only him and Arvind Sawant (both chief spokespersons of the party) [to respond]. The BJP’S army is much bigger, so we need to strengthen our army in the virtual space,” a functionary present at the meeting, and who did not wish to be quoted, said.
Ahead of the local body elections slated to be held across the state this year, the Shiv Sena is upping its social media game.
After setting up social media teams in the 36 assembly constituencies in Mumbai in October 2020, the party is now setting up social media teams in the remaining 252 assembly seats. The party has taken on a cadre-based approach —each team will have 10 members and will cover wards — and Yuva Sena, headed by Sena leader and Maharashtra minister Aaditya Thackeray, is responsible for putting it in place.
“We have been asked to push tweets by our leaders and spokespersons. Without engaging in any foul language, we respond to attacks,” a Mumbaibased coordinator said, requesting anonymity.