Social media is no longer a luxury; it is now a fundamental part of public life. We frequently speak of roads, electricity, and healthcare as essential infrastructure. In today’s Nigeria, digital communication belongs in that same category, not because it is fashionable, but because it shapes public perception, trust, and engagement at scale.
Many public officials are already online. The president tweets, ministers post updates, and government departments operate Facebook and Instagram accounts. However, there is a marked difference between merely having a presence and wielding influence. The more pertinent question is whether these tools are being used effectively and too often, the answer is no.
“Digital platforms influence how policies are received, how institutions are trusted, and how leadership is remembered.”
The average Nigerian today is approximately 18 years old: a generation shaped by WhatsApp messages, Instagram reels, YouTube clips, and Twitter threads. Most of them did not grow up watching state broadcasts or reading print newspapers. For them, the internet is not “new media”; it is the primary lens through which they understand and experience the world. This is the context Nigeria’s leaders must grasp.
A Facebook page that simply publishes the occasional press release will not suffice. A Twitter account used solely to issue birthday greetings or official statements is not enough. If leaders are not active, clear, and responsive on digital platforms, they are virtually invisible to a significant segment of the population. Not because citizens are disinterested but because their leaders are absent from the spaces where they engage.
Digital platforms influence how policies are received, how institutions are trusted, and how leadership is remembered. The #EndSARS movement was fought in the streets, yes but it was also fought, mobilised, and amplified in tweets, threads, and livestreams. In a country with such a youthful population, failing to engage online or doing so in an arrogant or combative manner, is a missed opportunity to foster credibility and understanding where it matters most.
A recent review of several cabinet members’ digital footprints revealed a troubling pattern. Many of these officials oversee portfolios that impact millions of Nigerians daily, yet their online activity is sporadic at best. Some have not posted in years. Others rely exclusively on recycled press statements, often lacking context or explanation. There is no discernible rhythm, structure, or overarching strategy.
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This is not merely a branding issue. It is a communications gap and in governance, that is a serious concern.
When handled correctly, digital communication creates a two-way dialogue. It allows leaders to monitor public discourse, understand what citizens care about, and track where policy meets public sentiment. It offers a chance to clarify positions quickly, make course corrections, and take more informed, grounded decisions. It is also a way to demonstrate accountability without waiting for a scandal or crisis.
Tools to aid this process are readily available. Simple ones like Twitter’s search feature highlight trending concerns, while more advanced platforms such as Mention or BuzzSumo can track engagement and sentiment across multiple channels. But these tools are only useful if leaders are willing to pay attention and to respond with substance, not soundbites.
Censorship, on the other hand, achieves little. Attempts to suppress or tightly regulate online discourse are not only largely ineffective; they tend to backfire. The “Streisand Effect” is a prime example: when people are prevented from speaking openly, they simply migrate to other platforms or convert frustration into resistance. Leadership requires dialogue, not dominance. The wiser path is one of transparency: show your work, explain your reasoning, and engage, especially when it is uncomfortable.
To be fair, the hesitation is understandable. Social media can feel noisy, chaotic, and even hostile. It is easy to conclude that whatever one says will be criticised or that Nigerians will always complain. But opting for silence does not preserve a leader’s reputation; it merely removes them from the conversation. And in that vacuum, others will step in, often with narratives that distort or obscure the full picture.
Public trust is now built or broken online. This is why social media must be treated as strategic infrastructure: staffed, funded, and prioritised like any other national utility. Just like roads or power grids, it influences how people navigate society and interact with those in authority. If Nigeria is serious about improving governance, it must begin with improving communication and today, that means communication must be digital.
This shift demands more than the occasional photo op shared by a media aide. It requires clear policies, trained personnel, allocated budgets, and a genuine commitment from leadership to engage with purpose. It means explaining decisions in accessible language, providing consistent updates, and being open to feedback even the uncomfortable kind.
Done correctly, this approach builds not only visibility but also credibility. It enables leaders to reach Nigerians who will not watch television interviews or wade through dense white papers. It paves the way for more meaningful policy debates, better-informed citizens, and ultimately, stronger public institutions.
Because leadership is not simply about making decisions behind closed doors. It is about earning public trust in plain sight. And in 2025, that trust is being built, or eroded, in the comment section.
Mo Shehu, PhD is the founder of Column, a thought leadership agency that helps public and private sector leaders scale their influence on LinkedIn and beyond.
