elections...online...A new form of campaigning for Nigeria

Lagos incumbent Governor Babatunde Raji Fashola or BRF has packaged a smooth modern campaign team for the upcoming elections in January. While the last four years have seen a number of improvements and developments in infrastructure it is the modern packaging of this politician that is of interest.

While other aspirants to the position of Governor in the state remain cowed and quiet, BRF is continuing to take the limelight in what is truly a one horse race. As we have seen with politicians in the West social media is increasingly playing a part in the campaign.

The President of Nigeria is making much of his Facebook page and unusually declared his intention to run through this platform. Within a couple of hours the declaration had garnered over 1,000 comments, all of which were supportive.

Many potential candidates for the Presidency have websites dedicated to their campaigns in support or against including the famed and sometimes feared former military ruler Ibrahim Babangida and former Vice President Atiku Abubakar. A point of note here is that all three candidates are from the dominant party the PDP. Other parties are yet to move their heads above the parapet in relation to the Presidential race.

But it is BRF who is currently stealing the show with his twitter account. Posts are regular, replies are given promptly and suggestions are more than welcome.

This is something unusual for Nigeria and perhaps a sea change for customer service especially by public servants. While it is more than obvious it is not Fashola himself who is responding to tweets his team are dedicated in their work and encourage the people of Lagos to take part in what amounts to a large consultation exercise.

A simple test by myself sending encouragement alongside a complaint garnered a response alongside a telephone number and name of someone to contact. Believe me when I say this but for Nigeria a country that is grappling with technology and its uses this is impressive. The phone number even worked and a solution to the problem has been given.

The grasp of social media within the forthcoming elections is impressive.

The big players have recognised that the youth of Nigeria (the largest demographic) are key to their power and all attempts are being made to reach them.

SMS is being used by most aspirants be they senatorial or presidential aspirant and with over 60 million subscribers to GSM it is an obvious platform to use.

There is a plethora of companies offering bulk SMS services and nearly everyone seems to be acting as an agent for them. After all the election season is big, big business with some terming it the "money season'.

While taking a rest in the UK recently a friend sent me a mail to encourage me to return quickly to Nigeria. His reason: 'Elections are coming; we need to hunt contracts'. Needless to say he wasn't happy when I arrived a month later.

What is clear is that this 'business' will not slow down until January when 'Inshallah' a new President will be in place or 'God willing' the old one returned to office.

Time will tell...

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A lot of talk within PR seems to be around 'social media'. While the Western world clamours for this 'new thing' a country like Nigeria is in some ways still struggling with the more traditional concept. That's not to say that it is misunderstood, far from it. Clients are tuned into the trend, however it is sometimes the understanding that its reach to consumers is not as extensive as other parts of the globe.
In a country of over 140 million people, where according to the UN 90% live on less than $2 a day, the internet is not a primary concern of the masses. The NCC has licensed over 500 ISPs, but only about 50 are active in the market.
An Africa Analysis study estimated the total number of dial-up and narrowband internet subscribers in Nigeria to be 1.5 million with a total user base of 7.75 million at the end of 2008. The same study estimated 27,600 broadband connections for the whole country at the end of 2007.
Cost of internet access is extortionate when compared to the UK, to buy a USB CDMA modem can cost up to £100, then you must pay at least £50 for either monthly access or 250 hours. All for less than 200mbps speed. With costs like this it is only the well paid that can connect. The rest are reduced to an hour here or there at a cafe.
Of course dependent on the type of product, there is an argument that the wealthy segment of society are a large enough market for companies to concentrate on, so targeting them through social media such as Facebook etc. is desirable. Unfortunately if you dont target the rest of the consumers the opportunity for sector growth is limited.
New backbone cables are connecting Lagos and Nigeria to the rest of the world in the next few months. Sat3 http://en.wikipedia.org/wiki/SAT-3/WASC_(cable_system) which had problems earlier last month is already operating, Glo are to connect anytime soon and MainOne should be online June next year. These backbone providers will have the effect of crashing internet price to the ISP providers at least.
Hopefully we can expect this to be passed on to the consumer at some point in the future. This of course is dependent on maintenance and the desire by companies to discount.
Until then online social media remains mainly a preserve of those with money, whilst the rest will be left to be social on the bus or through text and phone calls.