A report published in Science Now indicates that social media can influence people to cast their vote, more effectively than mass media or SMS campaigns. Research was conducted as part of a large scale controlled scientific experiment by a research team from the University of California, San Diego. It was established that people who received a message that their friends had voted were more likely to cast a vote than people who received a message to vote without the 'social' information. While the percentage of people influenced may look small in the research, keep in mind that the base is huge - 120,000 people out of whom 282,000 people actually cast votes because they were informed that their friends did.
In India, Facebook has crossed 50 million users and huge inertia to vote is prevalent. Facebook could be the way to reach out to urban voters and youth to influence voter turnout.