DIGITAL ADVOCACY SOCIAL MEDIA HEALTH INFLUENCERS AT THE FEDERAL LEVEL A LANDSCAPE REPORT A LANDSCAPE REPORT 1 Contents_ Glossary_ Glossary 3 Social media Executive summary 4 The term social media used throughout this report refers to social media in its broadest sense, going beyond well–known networks such as Twitter and Facebook to include Background 7 forums, comment sections on mainstream media sites, and so on. Specifically, it refers to any interaction where people create, share, and exchange information and ideas in virtual Objectives of the study 9 communities or networks. The methodology 10 Case studies 11 Key findings 27 National & Federal Health Policy Influencers 28 National and Federal Influencers 30 Social media and the nigerian blog 39 Conclusion 45 Appendix 46 Digital Advocacy A Landscape Report | Social Media Health Influencers at The Federal level DIGITAL ADVOCACY A LANDSCAPE REPORT 2 3 Executive Summary In the Executive arm of the Federal Government of Nigeria, the President Among the Federal Ministries considered for this report, Digital Advocacy is the new frontier of galvanizing Mr. Muhammadu Buhari has the highest social media presence of 40%. The the Federal Ministry of Health (FMoH) is the most active the global community to speak up for change. on social media, with the Honourable Minister of Health, #BringBackOurGirls hash tag, originated from Oby President is closely followed by the Vice-President Prof. Yemi Osinbajo 35%, Prof. Isaac Adewole @IsaacFadewole being very active Ezekwesili1, former Minister of Education and Vice Senior Special Adviser Media & Publicity to the President Mr. Garba Shehu 10% and engaging on Twitter but not on Facebook and President of the World Bank for Africa, when she gave and the Special Adviser Media & Publicity to the President Mr. Femi Adesina Instagram. The Federal Ministry of Budget and National a speech in Nigeria in which she urged the government Planning follows the FMoH with the Director General of to intervene and “bring back our girls.” Soon after, twitter with 6%. The Wife of the President Hajiya Aisha M. Buhari and the Wife of the the Budget Office of the Federation Mr. Ben Akabueze users in Nigeria and other countries began to repeat her Vice-President Mrs. Dolapo Osinbajo have 4% social media presence each. @BenAkabueze being the most active on social media. call, adopting the hash tag: #BringBackOurGirls. Social media’s ever-evolving nature and ability to re-define how On the Nigerian blogging space, it was observed that we communicate, makes it a powerful tool to rapidly EXECUTIVE ARM OF THE FEDERAL THE 8TH NATIONAL ASSEMBLY most bloggers blog about entertainment, news, politics, pass on messages and find support for causes all over GOVERNMENT IN NIGERIA music, technology and lifestyle. There are very few the world. blogs that are streamlined to one subject matter. Health Social Media Presence Social Media Presence The Nigerian government has recently begun to bloggers are less influential than generalist bloggers in harness the power of social media. The presence of the OVER Nigeria. With the current Internet penetration in Nigeria, 40% 35% The Senate President government is felt on social media from the executive, blogging has become an increasing profitable business President Vice-President 50% Senator Dr. Bukola Saraki to legislative, judiciary, even ministries, departments and Mr. Muhammadu Prof. Yemi with large numbers of active readers. Buhari Osinbajo agencies. The Senate twitter handle 10% @NGRSenate 10% 6% Senior Special Adviser Special Adviser Media & Publicity Media & Publicity Bayelsa State to the President to the President Senator Ben Murray Bruce Mr. Garba Shehu Mr. Femi Adesina 9% #bringbackourgirls Originated from Oby Ezekwesili April 2014 Kaduna State 4% 4% 8% Senator Shehu Sani The Wife of the The Wife of the President Vice-President Hajiya Aisha M. Mrs. Dolapo 3.3 million Kogi State Buhari Osinbajo 53% 36% 6% Senator Dino Melaye The first and second International Donors Of BBAG tweets This report observed that the Vice President twitter handle @ProfOsinbajo is much more participatory and engaging with the highest social media visibility were from Nigeria respectively in Nigeria. 27% with the public (responds to questions and often clarifies rumours/miscommunication about the government’s work as well as expresses personal opinions of the Bureaucrat on National issues) than any of the Executive. The The most popular bloggers have a daily audience of President’s twitter handle @MBuhari on the other hand is more structured to convey timely information of the over 100,000 readers. Many bloggers have a ‘cult’ like Female government activities, policies and happenings to the general public. It is however less interactive but it’s always up 56% following and readers not only view them as a credible to date. source of information, but their go to source of information for all news. Many Senators from this landscape study were found to be less active on social media compared to traditional media 44% Male (e.g. print, radio & television), although the Senators awareness and knowledge of the importance of social media is The following were some findings from the Social Media growing by the day. literature review conducted during this landscape survey. @michelleobama had Similar to the Nigerian Senate, it was observed that most Honourable Members of the 8th House of Representatives Social media is an enabler of the vision of real–time socio– 57,000 the most retweets (HoR) have no social media presence. This report reveals that 61% of the HoR activities on social media are attributed economic insights. It helps amplify advocacy efforts by to the Speaker Rt. Hon. Yakubu Dogara @YakubDogara, while Hon. Femi Gbajabiamila (Lagos State) @Femigbaja potentially reaching more people, in more places, faster 19% and Hon. Abdulmunin Jibrin (Kano State) @AbdulAbmj 16%. than ever before1. DIGITAL ADVOCACY A LANDSCAPE REPORT 4 1 http://www.bbc.com/news/blogs-trending-27392955 1 http://www.bbc.com/news/blogs-trending-27392955 5 @MBuhari Background Official account of Muhammadu According to Leavy (2013), the business case Buhari, President of Nigeria for the use of social media to influence public policy are: 2 • Social media presents a Digital advocacy is the use of digital technology to contact, inform, growing body of evidence that and mobilize a group of concerned people around an issue or cause. can inform social and economic The purpose of digital advocacy is to galvanize supporters to take policy actiont. Digital tools have become a central component of almost any movement. • It has value for government, the Some of the most used digital advocacy tools include websites, blogs, policy community and public Facebook, Twitter, email marketing, and Short Messaging Service service delivery organisations (SMS). Literally hundreds of social media applications exist that could • It offers a nascent but rapidly be used for digital advocacy. growing opportunity to overhaul and significantly enhance the The advantages of using social media include: process by which government • Low (or no) hard costs for set-up understands society and the • Potentially wide reach impact of its policies • Quick/instantaneous sharing of messages The office of the President has a growing influence on executive; the Senate President and the Speaker of the • The methodology, tools and • New opportunities to listen, engage, and monitor your progress. social media, with followership increasing on daily basis. House are most active in the legislative. processes required to generate @MBuhari, the official Twitter handle of the President, evidence from social media Almost every advocacy campaign can benefit from some form of social has almost 1 million followers, while his Facebook Nigerians are not only active on various social media that is robust enough for media. The perception is that social media reaches young people page has almost 350,000 followers. The President is platforms, but they are also increasingly vocal. The digital policymaking are not currently primarily, but its growth is explosive and far-reaching. People of all ages the most active of the executive arm of government, advocacy space in Nigeria is at best ad hoc driven by available, but are realisable in around the world are increasingly using social media, including Nigeria. followed closely by the Vice President and Special issues that happen and are shared on various platforms, the near–term Advisers on Media. These platforms are used basically to which in turn become viral and lead to ‘forced’ action. communicate the efforts of The Presidency in improving • Evidence drawn from social the lives of Nigerians. There is a need for deliberate and planned digital media becomes useful and far advocacy that is targeted, sustained and strategic that more powerful when matched Traditional advocacy with policy makers in an increasing ensures a change in policy, and this must become the with other data sources. Other age of social media use, must reposition itself in the digital collective responsibility of all Nigerians data sources also enable the space where digital communities and commentators corroboration and verification of across the world can lend their voices to any cause. The social media data limitations of time and space no longer pose a challenge. • Many of the techniques Engaging with thought and opinion leaders as well required to develop new socio– as the government has become easier through the economic metrics