India's size and volume of eligible voters - excess of 700 million - lends itself to social media, especially when you consider two vital dynamics. First, India's growing internet penetration and second, its young - 50% of the population estimated to be under 25 years old - increasingly tech savvy population.

Technology transforms voter engagement

Both leading parties, Congress and BJP are deploying social media in an effort to connect with voters. Congress has commissioned Ignitee Digital Solutions to build an on-line presence. BJP have created the "Bloggers for Advani" initiative.

In contrast to Obama (922,063 followers on Twitter, 21/4/09), no single Indian politician has created a sizable online following. A quick search shows BJP candidate L.K. Advani - a man in his 80's - is on Facebook (715 supporters) and Youtube (197 subscribers). Other candidates utilising various forms of social media include S.M. Krishna (157 followers on Twitter) and V.K. Malhota (68 followers on Twitter and 409 supporters on Facebook) and highly visible Rahul Gandhi (see above) on Facebook (3252 supporters).

Phone for effectiveness

Despite online progress, the mobile phone - over 350 million connections - offers the only viable way reach voters. BJP has placed Bluetooth technology kiosks in public spaces allowing the download of BJP endorsed messages, pictures and caller tunes.

Energising the young

With millions of young voters eligible for the first time, nationwide campaigns are running to encourage voter registration. Set up last year, Jaago Re! or "Wake Up!" - campaign supported by Tata Tea and not-for-profit organization Janaagraha - aims to, "empower the youth to influence polity by exercising their right to vote". Cleverly, Tata brands earn kudos from working in the national interest.

International coverage

Online activity isn't confined locally. Global media players have created platforms to provide access to information, improving their own brand recognition in the process. Yahoo has set up an election specific microsite and Google, in partnership with Hindustan Times have followed with a site that uses Google tools to help voters find their local constituency.

New conversation

A new conversation is taking place across India, as social media gains traction expect it to get louder. While the mobile phone is the only way to connect en masse, expect the internet to take its place at elections in the future.