On Election Day 2010 in the U.S., Facebook featured an “I Voted” button that users could click to display a message that they had participated in the election, and a study by the University of California San Diego found that those messages drove an additional 340,000 or so voters to the polling stations. The social network extended the initiative for the 2014 Lok Sabha elections in India, which began Monday and run for nine days, with results to be announced May 16.
I’m a Voter
At the start of Election Day, Facebook pointed out that users will gradually see a prompt at the top of their page (and as a notification on their mobile app) to declare that they’ve voted and motivate friends to do the same. However, many users noticed that the prompt seemed to be timed to follow moments of inactivity, presumably following a user’s journey to the polls.