There was a meeting of organisations affiliated to the CPN-UML at the party’s central office in Chyasal on December 9, just ahead of its 11th general convention. The gathering, chaired by General Secretary Shankar Pokhrel, deliberated on a range of organisational and political matters and adopted several key decisions.

Among them was a clear directive to mobilise party-affiliated organisations in preparation for the March 5 elections. The leadership placed particular emphasis on harnessing social media effectively to shape public opinion in the party’s favour. Participants were urged to engage proactively online and to ensure that the party’s message reaches voters across digital platforms.

This focus on digital outreach is not entirely new. In internal meetings of the UML, the party has consistently encouraged its cadres to be more active and coordinated on social media, reflecting the growing influence of online platforms in Nepal’s political landscape.

One reason the UML urged its active cadres to be active online was party chair KP Sharma Oli’s clash with Balendra (Balen) Shah, then Kathmandu mayor, who was elected as an independent primarily with his enviable social media backing.

While Shah disparaged Oli now and then on social media over various issues, in which he was supported by thousands of users, UML voices were muted on social media. This was happening despite the party’s robust organisational network.

Moreover, the Rastriya Swatantra Party (RSP), a new entrant for the 2022 election, emerged as the country’s fourth-largest political force without its organisation taking a concrete shape.

The RSP, which is still building its organisation, is expected to do well in the March 5 election. Even without a strong organisational base, the RSP enjoys widespread support on social media, which it hopes to convert into votes.

Analysts say the growing influence of social media on voter decision is a global phenomenon, and Nepal is no exception.

For decades, Nepal’s major parties, including the UML, the Nepali Congress, and the Nepali Communist Party (an amalgamation of various leftist parties), have relied heavily on structured grassroots networks.

Several party structures from the centre to the ward level, sister organisations, youth and student wings, and door-to-door mobilisation form the backbone of their electoral success. So far, elections have been won not merely through slogans but with rigorous physical presence—village gatherings, house visits, and long-established community ties.

However, the political landscape has shifted dramatically in recent years. Social media platforms now play a decisive role in shaping narratives, influencing undecided voters, and amplifying campaign messages at an unprecedented speed. Political messaging that once took weeks to circulate through party structures can now spread nationwide within hours.

Analysts warn that while social media offers speed and reach, it also carries risks. Unlike party organisations, which operate through defined hierarchies and accountability mechanisms, digital campaigns are often decentralised and emotionally driven. This can lead to a rapid spread of misinformation, polarising rhetoric, and personality-centric politics.

“Traditional party structures are built on long-term engagement and ideological training,” said Krishna Khanal, a professor of political science. “Social media, by contrast, rewards immediacy and emotion. That can distort policy debates and prioritise viral content over substantive discussion.

“There are also concerns about weakening internal party democracy. When online popularity begins to matter more than organisational loyalty or grassroots credibility, candidates may prioritise digital visibility over sustained community work,” Khanal adds.

“This risks sidelining experienced local leaders who lack a strong online presence but command trust on the ground.”

At the same time, social media has democratised political participation. Younger voters, urban professionals, and migrant communities, groups historically less connected to party structures, now have a direct channel to engage in political discourse. Campaigns can reach first-time voters without the cumbersome machinery of rallies and ward-level mobilisation.

Social media has simplified the job of the party organisation. The purpose of long rallies, pamphlets or any other form of party mobilisation carried out to flow the message to the grassroots can be met through social media mobilisation, said UML deputy general secretary Yogesh Bhattarai.

However, it would be wrong to take social media as a substitute for the party organisation, Bhattarai said. “Even in today’s digital-intensive times, party organisation has its own importance.”

Political parties themselves seem aware of this transformation. In multiple meetings of parties, especially traditional ones, leaders have emphasised the need for cadres to be more active online, reflecting an understanding that digital narratives can build the electoral momentum.

This has been reflected in the election campaign for March 5, where every single party is actively promoting its candidates through social media despite having a strong organisational structure.

Yet experts caution against treating social media as a substitute for organisation. Elections in Nepal, particularly in rural constituencies, still depend heavily on face-to-face engagement, local networks, and the credibility built through years of presence. Digital influence may shape perception, but votes are often secured through personal trust.

Bipin Acharya, joint general secretary of the RSP, the party allegedly built through social media rather than an organisation, also believes that organisation is the cornerstone of any political party. But the process of managing the party organisation has been simplified by social media, he says.

“Party organisation has been a means of political communication to the grassroots from the beginning. The emergence of social media has made that job simple,” Acharya said. “But the value of an organisation to a political party cannot be compensated by social media.”