Social media abuzz with MQM’s tweets, JI’s posts

Parties turn to online campaigning to reach supporters across the globe.

KARACHI: Campaigning is all about how many people you can reach before the elections and when it comes to getting through to a large target audience through one single ‘post’ or ‘tweet’, then Facebook and Twitter are the ideal weapon of choice for political parties today. While activists of the Pakistan Tehreek-e-Insaf are undeniably one of the most prominent users of social media, the Muttahida Qaumi Movement claims to be the first political party in the country which used websites to gather supporters.

“We were the first to take our political activities online, reach out to our supporters across the globe and keep everyone informed about our events,” said Syed Ali Raza Abidi, head of MQM social media.

The party’s official page, mqm.org, kicked off in 1997, its official Facebook page in 2008 and Twitter in 2008.

The party which stands up to terrorists in the real world, however, often succumbs to cyber bullying. “PTI’s supporters harass and bully us the most. They are the worst of the lot,” says 41-year-old Abidi, contesting for NA-251.

With over 8,000 active users worldwide, a dedicated team of people look after the social media accounts at the Cyber Communication department at Nine Zero - MQM’s headquarters. The department is headed by Qasim Khan, but separate people look after blogs, YouTube, and other online activities.

Updating the newsfeed 

At rallies and public gatherings, Abidi keeps an eye on the volunteers with their laptops, urging them to immediately upload pictures, videos and speeches of the leaders.

With the aim to be the most disciplined political social media team, the MQM workers and leaders follow a strict code of conduct.

“We have been given specific instructions to stay within limits and not use abusive language.”

JI sticks to Facebook

MQM’s nemesis, JI, however, is more comfortable using Facebook. Their official Karachi page, which has 149,568 fans, updates its status in Urdu font and regularly uploads pictures - such as the one of Liaquat Baloch visiting Imran Khan in Lahore.

Although, JI is a newbie on Twitter, its official account @JIPOfficial already boasts 48,000 followers.

According to the deputy information secretary, Riaz Ahmed Siddiqui, the party felt the need to have an active online presence when it felt that it was not being given enough coverage by other media. “Since we are an Islamic party, television channels and newspapers do not give us as much space as they do to other parties,” alleges Siddiqui, stating that they started using Facebook three years ago for information and political marketing.

“Women observe strict pardah in our party and they were not ready to use Facebook or Twitter and have open conversations. But they use it actively now with caution.” Now, there is a @Jamaatwomen account on Twitter, with picture of a veiled woman in the background.

Published in The Express Tribune, May 9^th, 2013.