Jayakumar K, a digital marketing professional and CEO of Cearsleg Technologies, criticizes the use of 'filter bubbles' by companies like Google and Facebook. He explains that these bubbles, created by personalized search algorithms, limit users' exposure to diverse viewpoints, trapping them in echo chambers that reinforce their existing beliefs. This, he argues, can negatively affect critical discourse and freedom of expression online. Jayakumar also mentions his role as a Deputy Commander with the Kerala Police CyberDome. The article notes that the European Union is investigating the impact of filter bubbles and suggests that India should take precautions to mitigate their effects.

The article discusses the reliance of election campaigners on Facebook to engage with voters, highlighting their lack of adoption of newer online techniques. It notes that while veteran leaders and sitting MLAs receive attention on social media, few have made significant gains, with CPM candidate M.V. Nikesh Kumar being an exception. The piece emphasizes the failure to utilize Big Data and the Search Engine Manipulation Effect (SEME) to analyze online trends. An expert, Mr. K. Jaya Kumar, suggests that campaigners are not fully exploiting tools like Google Trends and that voters use Google to search for information about candidates. The article also touches on the impact of SEME on shifting the voting preferences of undecided voters significantly.

In Kerala, known as India's 'first digital State', political candidates are increasingly turning to online campaign strategists to engage with voters due to the high internet and smartphone penetration. The state boasts over 30 million mobile connections among its 33 million population, with significant broadband and mobile internet access. K Jayakumar, CEO of Cearsleg Technologies, a digital marketing firm in Thiruvananthapuram, notes that candidates are keen to enhance their online visibility, with at least six candidates seeking Cearsleg's services to plan their online strategies. The company, which commits to serving only one candidate per constituency, utilizes Google Trends data and the Search Engine Manipulation Effect to ensure candidates' visibility in search results. Recent changes to Google AdWords have also been advantageous for online campaigning. Cearsleg works with candidates to select appropriate keywords and content to boost their search presence, integrating social media profiles into search results as well.

The article discusses the emergence of a potential 'Google bomb' in Kerala, India, centered around the phrase 'Collector Bro.' This term went viral on social media following a local district collector, N Prashant, who became popular and then ceased social media activity due to overwhelming friend requests. K Jayakumar, CEO of Cerasleg Technologies and a Google analytics expert, noted the significant search volume for 'Collector Bro' and suggested that it could become the first Google bomb from Kerala, attracting global attention. The article explains how a Google bomb works and implies that the trend is being closely monitored for its potential impact on search engine rankings.