As candidates contesting for various seats in Nigeria’s 2015 elections squeeze what’s left of their resources to push their message (and agenda) in a bid to capture the hearts and minds of Nigerians, technology has continued to play a significant role in how this message is shared with the public.
Candidates have adopted the use of various digital channels targeting the web, mobile and social – including online banner advertising, search engine marketing, SMS marketing and other advertising inventory available from the telecommunication providers, such as balance enquiry and end-of-call notification.
Both the ruling and opposition party have been actively using these channels, demonstrating the importance of technology today is not only providing a platform to promote their agenda, but also a significant way to get feedback from the public on areas of importance.
For example, Goodluck Jonathan and Mohammadu Buhari are both active on Facebook and Twitter, sharing their thoughts on various issues they are looking to address, and answering questions posed by the general public. Another candidate, Yemi Osinbajo, the vice presidential candidate for the APC, has also garnered support online posting images and thoughts through his Twitter account.
The medium for sharing public opinion has evolved over the years from relying solely on traditional media to the adoption of Social Media as a means to drive advocacy. Social Media plays an important role today in building online political activists and turning the average citizen’s voice into one of extreme influence.
According to sources, platforms such as Twitter and YouTube have at one time or the other been used to promote various highlights in Nigeria’s political journey. What used to be a platform for light hearted peer to peer conversations is now a hub for political activism. In addition to its role as a medium to share ones voice, it is has also become a news room of sorts. The National Human Rights Commission, held a roundtable conference recently to discuss the impact traditional and social media play in affecting the rights of the citizenry. Critics have argued that the size of even the most popular Social Media platform in Nigeria is barely significant when compared with the population of Nigeria. While this is true, it is important to consider that with well over 7 million users on platforms such Facebook, their “voices” cannot be ignored, an observer said.
Social media is no doubt a very powerful yet nascent player in the long established battle for Nigerians votes, and as such must be utilised appropriately for maximum impact. A power broker in traditional media might not necessary wield the same skill and expertise as one on social media. David, a social media specialist with House of Kaizen (a top digital marketing agency), explains that there is a real difference between audience and influence.
He explains, true influence, which is what is required to affect behaviour, requires both audience and advocacy. The later is driven by depth of conviction, which is very transparent to an increasingly savvy online consumer.
“You may have 100,000 followers on twitter, but you may wield little to no influence over them.” A lot of parties have hired so called “influencers” to drive participation for them without necessarily understanding that true followership is far more powerful. For example, the combination of humour and activism has been applied by influential Twitter users such a @notgoodluck, a parody account for The President, and @itisnotbuhari, the same for contender, Buhari.
As the election draws closer, it is expected that this pattern will continue to be adopted and influence public opinion in various ways.
Social Media can undoubtedly provide a sample size for the feelings and opinions of Nigerians on politics. However, it is also important to be open-minded and not draws conclusions until after February 14, when we know if the online chatter corresponds with actual votes.
David Ole
