The Government of India launched a digital service called DigiLocker in February 2015. The DigiLocker service is to provide a secure dedicated personal electronic space for storing digital documents of Indian citizens. Organizations that are registered with this service can push digital copies of documents directly into the citizens’ digital lockers. The citizens can also upload scanned copies of their physical documents to their accounts. These scanned documents can be electronically signed using something called the eSign facility provided in DigiLocker. The citizens can share these digital documents online with various agencies while applying for the services provided by them.

The DigiLocker platform will bring various benefits to the citizens. Such as:

1. Citizens can now access their digital documents anytime, anywhere and share it online. This is convenient and time saving.
2. It reduces the administrative overhead of Government departments by minimizing the use of paper.
3. DigiLocker makes it easier to validate the authenticity of documents as they are issued directly by the registered issuers.
4. Self-uploaded documents can be eSigned which is similar to the process of self-attestation.

With the Digital India program gaining popularity day by day, people are voicing their opinions about the DigiLocker on various social networks. The Government of India has also launched several social media campaigns around DigiLocker. Such social media marketing strategies by the government have given rise to many social media trends on several social networks around the Digital India initiatives.

We used our social media management tool, myRosys, to monitor these social media trends and gain insight into the social media noise around the DigiLocker service. Here is what we found with the help of various reports:

Words Cloud Analysis

The Words Cloud Analysis report shows a set of words that are frequently occurring in the social media conversations around a subject. The more prominent a word’s usage, the bigger it is in the cloud. Here is the words cloud for DigiLocker:

Looking at the words cloud, we can gain insight into the various social media trends that are building up around DigiLocker. This is what social media monitoring helps us glean about DigiLocker:

• The relevance of ‘aadhaar’ card is very evident. Aadhaar card is mandatory for registration.

 

• Our prime minister, Mr. Narendra Modi, had launched this service and people have tagged him in their tweets and posts. This can be seen in the word cloud as ‘narendra’ and ‘modi’ are pretty popular words.

 

• The various benefits of the service, such as ‘digital documents’, ‘egovernance’ and ‘technology initiative’ are clearly visible in the cloud.

 

 

• Words like ‘citizens’, ‘edocuments’, ‘online’, ‘personal’, ‘sharing’, and ‘sign’ describe how this service is implemented. This implies that main objective of the current social media marketing is to educate the audience about the service and its benefits.

 

Sentiment Analysis

Social media monitoring of the social media trends around DigiLocker helps us gauge the mood of the audience with regards to the subject.

We can see that most of the post sentiments are neutral, indicating the informative nature of the posts. We can also see that there is more positive vibe around DigiLocker than negative.

A very high percentage of positive word sentiment indicates a measure of acceptance of DigiLocker by the public. Though there is a substantial percentage of negative word sentiments around DigiLocker that indicate a doubt in the mind of the audience about its practicality. One such tweet is:

 

Noise and Post Analysis

There is no use of the Sentiment Analysis and the Words Cloud for a marketer if he does not know which social networking platform is the most common and when are maximum people active on these platforms. Our social media software, myRosys, answers these questions using easy-to-understand graphs.

The micro-blogging website Twitter is clearly the favourite social networking platform for sharing opinion with their network of friends and followers.

Hourly Noise analysis report shows that the maximum posts were published around 7 PM. The post rate was also high during the post-lunch session.

The Days Noise analysis report shows that there was minimal activity around the DigiLocker on weekends and maximum posts were published during mid-week, with Wednesday being the highest.

Other Reports

Our social media management tool, myRosys, can also reveal the specific posts which were the most liked, most shared, most positive, and most negative. Here are these reports: