Our study is the first to identify and analyze who is shaping African Twitter conversations during elections over the past year. The study found that 53 percent of the leading voices on Twitter around ten elections on the continent during the past year came from outside the country in which the elections were contested.
Bots and accounts displaying machine-like behavior were active across all elections, particularly in Kenya, where they accounted for a quarter of all influential accounts.
One of the more surprising findings from the study was the limited influence politicians had on the conversation. Rwanda was the exception, where 1 in every 3 influential handles was a political account – the highest figure across all elections analyzed. This doesn’t mean politicians weren’t being talked about. Many of the top hashtags included references to politicians or political parties, including #UmaAngolaParaTodos in Angola, #Weah in Liberia and #Kagame in Rwanda.
In Somaliland, the study found “Journalists & media professionals and news organizations were the leading influencers during the Somaliland election, accounting for 26 percent of influential handles. Over 98 percent of journalists and news organizations identified as influencers were observed to be based outside the country. This was among the highest score recorded across the African elections analyzed.”
The same applied to the potential bots, of which none stated that they were based in Somaliland. Most influencers around the election came from Somalia, followed by Kenya, the United Kingdom, and the US, the report said.
This study demonstrates that people continue to seek out the voices they trust with established journalists and news outlets consistently ranked in the top three influencers across all elections. With fake news and bots influencing conversations on social media, people continue to search for traditional sources of verified, accurate information.
Therefore, influencing narratives now also requires “getting inside the loop” – going to where people are, rather than relying on them coming to you. While Twitter remains a platform that people use to access their news, the use of social media has evolved and Twitter’s influence, whilst still profound, has somewhat been diluted by the growth of closed networks such as Facebook messenger, WhatsApp, and Telegram.
These closed networks may present an even greater challenge to those seeking to effectively reach their audiences. As audiences across the continent become ever more connected, there is a growing need for organizations and businesses to communicate through a tailored multi-channel approach.
Read the study “How Africa Tweets 2018” here