Conceptual framework of integrated social media technologies for effective social mobilization in Africa

Abstract

The quantum growth in Africa’s internet penetration, which is measured by the percentage population of Africans with internet access, from about 0.5% in the year 2000 to 39.6% in year 2019 has created an engaging opportunity for Africans on the continent and in diaspora to explore the technology of the social media for interactions and collaborations. The potential of the social media platforms to allow community members to create and share content without restriction has equally made the platforms more engaging for social mobilization. Raising and organizing discourse to mobilize support for a social course, especially against the threat of modern-day re-colonization, has been the emerging alternative use of the social media platforms. However, there is the challenge of sharing and extending content for social discourse to reach maximum possible audience. This is within the constraint of increasing spread of African social media users across several major platforms – Facebook, Twitter, WhatsApp, LinkedIn among others. Nothing can be argued as the basis for the spread except for peer-influence and preference. This research study adopts a qualitative approach and narrative strategy to examine the literature on the use of the social media for social mobilization. The theoretical frameworks of the Social Network Theory is used to assess and evaluate the social relationships that can optimize the spread of social discourse among maximum number of social actors on several social media platforms, to achieve effective social mobilization. The research outcome is a conceptual framework of integrated social media platforms that articulates a basic template to African leaders and social crusaders seeking to achieve effective social mobilization with several social media platforms.