Spearheaded by leaders of political parties, electioneering is at its inflection point all across Pakistan in the run up to General Elections 2018 scheduled for 25 July.
Unlike previous elections in Pakistan, this time around, social media is an additional battleground where electoral campaigns are in full swing utilizing a complete range of multimedia tools.
Political parties are using every resource at their disposal on social media platforms to seduce voters using posts, pictures and video messages.
Social media teams of political parties are working above and beyond their normal routine to promote their respective party manifesto, extol their candidates, and denounce their opponents as part of their campaigns.
Amidst this air of heightened political activity, social media team of one party in particular, Imran Khan-led Pakistan Tehreek-e-Insaf, is at the forefront.
PTI's social media team has been very effective in broadcasting their Chairman's political engagements, advancing PTI's political agenda, and delivering their messages to the general public.
Pakistan People's Party has succesfully launched Bilawal Bhutto Zardari as a resprestive of Pakistan's young and forthcoming leadership. Aseefa and Bakhtawar, sisters of Bilawal Bhutto are notably active on social media in support of their brother's campaign.
PPP's social media team, following in the footsteps of their counterpart in PTI are also covering their leader's political schedule, projecting their manifesto in their attempts to hold on to it's long-establsihed votebank and enticing young voters.
Recent conviction and arrest of their leader Nawaz Sharif and his daughter Maryam Nawaz, has hampered the social media campaign of Pakistan Mulsim League - N. They appear to be focusing more on finding a soft corner among voters for their jailed leader instead of running a comprehensive election campaign.
Unprecedented level of activity on social media has benefited common voters the most. These campaigns have managed to provide them with independent platforms and have contributed significantly to politically educate the general public.
2018 version of General Elections in Pakistan are different. This time, voters and supporters are raising their voices instead of staying complacent. They're questioning the candidates during their rallies, meetings and gatherings and are not convinced enough to let them off the hook without question.
