In recent weeks, Kenya has witnessed a surge of protests, fueled by a young generation increasingly adept at wielding social media for social change. While the specific issue – the now-withdrawn Finance Bill 2024 – may have faded, the tactics employed by Kenya’s Gen Z offer a glimpse into a future of activism driven by digital tools.
Social Media: The Hub of Mobilization
Real-time communication allows organizers to strategize, share updates on police activity, and even connect with emergency services. Hashtags like #RejectFinanceBill2024 trended on Twitter (now X), unifying the movement and garnering international attention.
Twitter Spaces and Social Movements: Lessons for Businesses
Twitter Spaces has emerged as a platform for amplifying voices and fostering discussions around social movements. Here’s how it’s playing a role and what businesses can learn from it:
- Real-time discussions: Spaces allows for immediate, unfiltered conversations unlike pre-recorded podcasts or videos. This immediacy is crucial for social movements where momentum and quick response are essential. Businesses can learn from this by using Spaces for real-time customer service or brainstorming sessions.
- Accessibility: Spaces lowers the barrier to entry compared to traditional media appearances. Activists can easily connect with a global audience and directly address their concerns. Businesses can leverage this by using Spaces for town hall meetings or open discussions with their employees.
- Community building: Spaces fosters a sense of community by allowing listeners to participate through features like raising hands and asking questions. Movements can use this to connect with supporters and build a stronger network. Businesses can use Spaces to create a more interactive and engaging experience for their customers.
- Gathering feedback: Live conversations on Spaces provide valuable insights into audience sentiment. Movements can use this feedback to refine their message and strategies. Businesses can use Spaces to gather customer feedback on products or services in real-time.
Here are some additional takeaways for businesses:
- The power of audio: Spaces highlights the growing importance of audio content. Businesses can explore podcasts, live audio events, or audio-based social media platforms to connect with their audience.
- Authenticity and transparency: The live nature of Spaces encourages authenticity. Businesses can use this to build trust and transparency with their customers.
- Community engagement: Building a community around your brand is key to success. Spaces provides a platform for fostering two-way communication and engagement.
Beyond Awareness: Exposing Injustice
Social media isn’t just a megaphone; it’s a tool for transparency. Images and videos document police actions and protestors’ experiences, countering traditional media narratives and exposing potential injustices. This empowers Gen Z to control the narrative and directly connect with the public.
Navigating the Digital Landscape
The power of social media comes with its pitfalls. Concerns about misinformation and infiltration by those seeking to disrupt the movement are valid. Gen Z activists need to be vigilant about fact-checking information and fostering a space for open dialogue.
A Movement Evolving
The success of these protests underscores Gen Z’s ability to leverage technology for social change. As they refine their tactics and experiment with new platforms, future movements will likely see an even more sophisticated use of the digital landscape. Kenya’s recent events stand as a testament to the power young people hold when armed with social media and a desire for a better future.
While exploiting social activism for pure business gain isn’t the best approach, there are ways businesses can learn from Gen Z’s social media tactics and adapt them for positive brand building:
Aligning with Causes:
- Genuine Advocacy: Research and identify causes that resonate with your brand values and your target audience (Gen Z in this case). Partner with relevant NGOs or launch philanthropic projects that demonstrate a true commitment to social good. Avoid superficial “cause-washing” that appears self-serving.
Leveraging Social Impact:
- Marketing for Good: Use your marketing muscle to amplify social causes. Run campaigns that raise awareness, encourage donations, or spark social media challenges that get people involved.
Transparency and Community Building:
- Authentic Voice: Similar to how Gen Z uses social media to challenge narratives, brands can leverage it for transparency. Be open about your company’s practices and values.
- Two-Way Communication: Cultivate a genuine online community by fostering open dialogue with your audience. Respond to questions and concerns promptly, and show that you value their voice.
By adopting these strategies, businesses can build trust and positive associations with Gen Z, a socially conscious generation that values authenticity and social responsibility. This can lead to increased brand loyalty and a more engaged customer base. Remember, it’s about creating a win-win situation where your brand supports positive change while attracting a socially aware demographic.
