1. Brand Building and Social Media Strategies: 2011 Nigerian Presidential
Elections Candidates.
Social media was a major “buzz word” in 2008 in many parts of the world. Nigeria was not
much left out as Facebook alone records at least 1,718,000 Nigerian members. Nigerians
definitely love to talk, express opinions and live the community life anywhere they go, and
this is very obvious in the various conversations carried out online by Nigerians across
various nations. Social media marketing has even become another important term in
marketing and it seems this strategy is present in every marketing campaign.
Based on recent research carried out by myself and researchers in other countries, social
media is mostly used for socializing and communicating with already existing relationships
or with people based of similar interests or occupations. It is therefore not uncommon for
someone who likes to watch CNN but has no time to watch as before to “like” CNN on
Facebook and subscribe to updates from CNN. It is in this same way that one would
become a fan of The Simpsons on Facebook, “like” my friend’s well written note or
comment on a beautiful picture.
The countdown towards the 2011 presidential elections was quite sudden with aspirants
springing up from everywhere with very eventful declarations. Most sudden were the
various images, profiles and “conversations carried out by these aspirants on various social
media platforms. Funny enough, until now, only one or two candidates had ever been
known with a profile on any social media platform. Their presence on these media might be
a strategy to reach the youthful demographic. This is not a bad suggestion in 2010. But it
raises many questions.
The average Nigerian youth is on the streets looking for jobs or trying to put his/her ideas
together to start a small business. These youths make out time and money to use these
forms of technology amidst various challenges such as erratic power supply, hunger, job
search, ASUU strikes and difficulties which they have come to accept as basic. Some have
even gone ahead to create innovative applications through these technologies. While these
young men and women have been struggling to be at par with their counterparts in other
countries, how many of these candidates have carried out any conversations with them?
How many of these young people have been supported, appreciated or even encouraged
by these candidates? It takes the same young people to support themselves with programs
such as the future awards.
2. Any young person in their twenties can identify with Milo, coca-cola, and many products that
were available for us as we grew up. We are likely to “like” these brands on Facebook or
even carry out conversations with them because we recognize their roles in our growth.
Many of us cannot even name one project that many of these candidates have carried out
and how it affects us. We do not have an idea of what they plan to do to create more job
opportunities, better business environment, better health care or even basic education. We
would really love to listen to them. But they have let us down too many times and the social
media platforms are not going to make the messages and promises come true. Every social
media campaign (like any marketing campaign requires consistency).
The lesson for brand builders: build your brand’s quality before attempting to sell. Do not
take your audience for granted. The conversation between you and your audience starts
before you speak. Most people have “Googled” you before actually meeting you. There are
no more passive audiences. Walk the talk, because people are watching and the next
review might come out before you even release your product.
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