The Role of Social Media in the Communication for Development of Development Actors in South Africa

Abstract

Social media and instant messaging applications have entirely revolutionised the communication landscape. They have created new avenues and opportunities for development actors to reach and engage with citizens. This is significant in the South African context where digital inclusion intermediaries often fail to create adequate awareness of interventions and promote the value of information and communication technologies among targeted community members. This article reports on a qualitative study that sought to determine the role that social media can play in the communication for the development of digital inclusion intermediaries operating in previously disadvantaged communities of South Africa. The study found that social media can play four distinct roles related to creating awareness, gathering information, supporting training, and facilitating multidirectional engagement. However, the effectiveness of these media requires them to be used as part of an existing well-crafted and informed communication strategy to accomplish clear set goals.