India collaborates with Facebook to get more people to vote

Facebook will soon start nudging Indians to get out of their house and cast a vote.

In a first of its kind initiative in India, the country’s Election Commission has partnered with Facebook to get more people, especially the young demographic, to participate in 2017 Legislative Election. Five states — Goa, Manipur, Punjab, Uttar Pradesh and Uttarakhand — will be going to polls next year.

Facebook will roll out a 'Register to vote' button, which will show up in the news feed of eligible people in any of the aforementioned states. Clicking on the 'Register Now' button will take users to the National Voters' Service Portal, which will walk them through the registration process. The website lets people search their name in electoral roll, apply online for registration, and locate their assigned booth. The campaign will run between Oct. 6 and Oct. 9.

Facebook has been particularly effective in getting people to the polling booths. A similar registration drive prompted a ten-fold increase in people registering in Chicago last month, for instance. Last month, Facebook launched its first nationwide voter registration drive in the United States.

Government officials and Facebook expect to see a similar engagement in the country. An alarming number of Indians -- especially young and educated people -- don't vote. Facebook has a vast presence in India, with over 155 million people coming to the social network every month.

"As we grow, our connection and contribution to the economies and communities around us is increasingly important. We have a unique ability and responsibility to show people this reminder and deliver relevant information on where to vote,” Ankhi Das, Director, Public Policy, Facebook India, said in an emailed statement.

The collaboration with Facebook underscores the Indian government’s increasing push to adapt technology solutions to better serve its citizens. The government also has a similar partnership with Twitter for better connecting different government organizations and customers. Through Twitter Seva, people are able to quickly get their queries and complaints addressed by police department and post offices among other departments.