The strategy was to stay ahead of all other parties and capitalise on any or all of their flaws, and the IT cell succeeded. Workers said WhatsApp reaped greater dividends. Still, Facebook was an important tool – the party was managing pages for every constituency and had two pages for the entire state named “BJP4UP” and “UttarDegaUP” with over 21 lakh and 19 lakh likes respectively. Prior to the Parivartan Yatra, the BJP4UP page had a mere 10,000 likes. This increased to 10 lakh by the time the yatra had concluded. The timing of posts shows the precision of BJP’s online strategy. On the last day of voting – March 8 – a video was posted on the BJP4UP page claiming Hindu saints had been attacked by the UP police. As of now, it has 52,000 views and over 1200 shares.