MUMBAI: The cash-starved Maharashtra government has earmarked nearly Rs 6 crore for handling of the social media accounts of deputy chief minister Ajit Pawar, who also holds the finance and planning portfolios.
The general administration department of the state on Wednesday promulgated an order signed by under-secretary R N Musale on the modalities for appointment of an external agency for handling the social media accounts as well as the task of ensuring that decisions taken by Ajit Pawar reach the common people. As per Musale’s order, the external agency will handle Ajit Pawar’s Twitter handle and accounts on Facebook, Blogger, YouTube, Instagram. Other things to be handled are sound cloud, WhatsApp bulletin, Telegram channel and SMS.
The external agency will be appointed in consultation with the deputy chief minister’s secretariat and Directorate General of Information and Public Relations.
The order mentioned that the DGIPR lacks professional and technical competence to deal with social media, so it was felt that it would be appropriate if an external agency was hired for the purpose. “It will be the responsibility of the external agency to ensure that key decisions and messages reach the people and that they are able to communicate with the DCM on his Twitter handle, Facebook, Blogger, YouTube, Instagram, sound cloud, WhatsApp and Telegram channel,” Musale stated in his order.
The GAD has directed that the external agency should be selected from among the agencies which are already on the DGIPR’s panel, and it will be the responsibility of the DGIPR to ensure that messages on social media are flawless.
If there is a need, DGIPR can provide more money to the agency which is already working for the CMO. It will be ensured that there will be no duplication of messages generated from the CMO and DCM’s office.
Incidentally, the CMO has already appointed an external agency in July 2020 for handling its social media account. “Due process of e-tendering was followed while appointed the agency,” a senior official told TOI. A senior bureaucrat questioned the appointment of an external agency for the image makeover of Ajit Pawar.
“We have a full- fledged DGIPR with a total staff of nearly 1,200 and an annual budget of Rs 150 crore. Then why do we need an external agency for the promotion of the deputy CM?” the bureaucrat asked.
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