Infinite Path

Barack Obama is no stranger to social media. An effective social media campaign launched in the build-up to the election last year was lauded as a fundamental reason for his eventual success and, ever since, Obama has not been afraid to be seen to encourage interaction via online means.

The use of social media in Obama’s visit to Ghana at the weekend still signalled the start of something exciting, however, since in African countries social media has not become the buzz phrase it is in the Western world.

It seems that the U.S. government is keen to engage with a generation of Africans perceived as vital for securing a better future for the continent and clearly the White House believe that social media, an important element of what has been termed the government’s “new media strategy”, could be the key to breaking down barriers between authority and the wider population.

Before arriving in Ghana, the government established a website for users to register themselves to receive SMS updates and the further option of sending messages and comments, some of which would be read by the President himself, went down extremely well over the weekend.

Obama’s visit has been the subject of hot debate and this was facilitated by the organisation of “watch parties” (communal gatherings at public places and embassies which broadcast the speech). For those unable to reach such events, the speech was streamed live on several social networking sites and, for those watching in the privacy of their own homes, debate happened virtually via Twitter, Facebook, and blogs.

Social media certainly seems to be fulfilling the ambition of Obama to send out a firm message to as many people across Africa as possible. His words were not spoken exclusively for the privileged few in power; they were intended for those who hold the future of the continent in their hands. In the words of Obama himself: “You have the power to hold your leaders accountable”. Ultimately, social media ensured that the individuals being addressed in this instance were not those sitting in the room politely applauding.