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Twitter rise in India


In 2009 , Twitter needed a push in India so that it could cross the tipping point in terms of user and visibility. The push didn’t came from Twitter management or an outside force but  it was provided by one of Twitter user Shashi Tharoor an intellectual of its own class, prolific author, columnist,UN bureaucrat and Politician . He would have been general secretary of United Nation if US would have not come in his way but his immense experience in UN has accelerated his rise in Congress. Since 1978 he was working for United Nation an association continued till 2007. When He joined Indian Politics he has a little experience of the overall relationship between Indian media and Politicians. Hi

In 2009, Indians were happy in ditching Orkut and slowly getting acquainted with Facebook while a micro-blogging site like twitter was known in to a very niche audience of tech and net Savvy. In 2009 March Sahashi Tharoor joined Twitter as we can crown him as first Indian celebrity and was also the first Indian to get more than one lakh follower. In 2009 Shashi Tharoor was the most known user of twitter certainly not in 2012 but the case we are making is how he played a major role in creating a very authentic news and marketing  for Twitter in India.

First unintentional and literally a reply to a tweet made him the scapegoat of Indian Media and number one enemy for Political class. That tweet is given below.


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Shashi Tharoor was almost crucified by media but what happened with Twitter.

Shashi Tharoor controversy took twitter to all the national newspaper and as a celebrity politician he was the point of discussion and Twitter was always in background of every news either on print or digital.

Shashi Tharoor second time found himself with a partner in a Twittergate and his extraordinary partner was Lalit Modi the hotshot and architect of Indian Premiere league. Both are media savvy and media loved them. Shashi Tharoor went on  war of tweeter with Lalit Modi and it was something which media wanted. Both paid price by losing their office but it was  a long and strong enough controversy which provided the tipping point to twitter so that it could reach the masses of India. Before These two twitter gate Twitter was known to a niche audience.  When a foreign affairs state minister and Big Boss of Indian Premiere League ( valuation in billions of dollars) have to say goodbye to their post, what kind of media frenzy news content it will create and twitter really became the point of interest for general public. Officially I don’t think that Shashi Tharoor would have received any thanks letter from twitter but in reality Shashi Tharoor Twittergates became the tipping point for the rise of Twitter in India.

Shashi Tharoor two Tweeter-gate also benefited twitter in at-least other ways.

- Indian conventional media started taking Twitter as ground for breaking news.

- Twitter account suddenly become a very powerful source for celebrity to connect directly with fans. 2010 was the year when almost all the major celebrities of the Bollywood joined Tweeter.

Shashi Tharoor and Lalit Modi both will always think about their tryst with Twitter but thanks to them for taking this awesome platform to masses of India.

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