How Facebook is changing the face of Kenya Politics

The new marketer has to master a new art –speaking in public. There are close to a million Kenyans in Facebook today and facebook really is about friends and what they are up to,it really is our new baraza. A recently elected MP has 34,000 people on his facebook page, his constituency has 125,000 registered voters and he won by polling 19000 votes in a by election . Is the picture clearer? Well let’s try again . By the next general election it is very likely that more than 10% of all registered voters will be on facebook. In some constituencies that percentage will be higher than others. Thus Facebook and what is said on it will determine the future of the land. This will come with its own complexity too .

For starters establishing facts about what is discussed on facebook will be a lot easier than researching what you see on TV or hear on radio. The typical consumers post a question on their profiles and get a flurry of answers from around their list of pals. These answers carry opinion and fact and provide additional basis for debate. The internet as a platform also ensures that any information on a subject is readily available. That means that voters will verify what they are told by googling articles or statements to fact check.

Even worse, unlike the Good old days of Kenyan politics where a statement on radio could be a misquote, the new age will come with new challenges . Once posted a statement will remain available for generations, it will also be easy to verify what is said by politicians and so the medium that could create them will also be useful in keeping them honest.

I follow the facebook pages of one of Kenyas senior ministers and the engagement with his followers on that page does get bare knuckled. He is often put on the floor to explain decisions and statements and the people he accounts to often rough him up and use very colorful language to express their displeasure with this or that . He also updates them on his activities, functions and events. A great deal of accountability does happen on this page. And this is how Facebook has transformed Kenyan Politics, people hard to reach are an email away and conversations are literally held at the town square as Plato himself intended it .

Nigeria`s President ,Good luck Jonathan has 340,000 people on his fan page , some of his posts receive up to seven thousand comments ,that’s Nigerians talking at the same time to their president . On this page the president makes statements and clarifies positions and gets challenged on those positions.

Brands around the world have learnt how to use the channel. Starbucks the most successful, has 18m people on its page. In a presentation on digital media the company`s digital media director says its about relationships and not marketing. Tell that to people used to delivering ad campaigns in a few days and you will be asking for a lot. Building relationships takes time and effort. Companies with great social media skills spend lots of time listening and that is a bit different from the typical advertising funnel where we do all the talking.

The other admission she makes is one most companies may not quite understand .She says it rather clearly “Don’t outsource your voice!” . A brands facebook fan page is its voice to its consumers and that means that it has to speak in its own tone, manner and voice. That is how consumers differentiate it from others. Outsourcing this creates a spokes person removed from the brand, it’s advisable that the tone set by the brand is established and its value clearly spelt out. So give it a couple of months and we might be able to cross check election fraud by counting facebook fans. That easy? Of course , how likely is it for a guy with 5000 fans to beat one with 200,000/= ?

Frank Maina
The STAR