By Nco Dube

In the lead-up to the May 29th, 2024, national elections in South Africa, political parties have increasingly turned to social media as a crucial campaign tool and information channel to reach and engage voters. 

This shift reflects the growing influence of digital platforms in shaping public opinion and mobilizing support. Let’s delve into a comparative analysis of how political parties in South Africa are utilising social media, focusing on platforms used, strategies employed, accuracy of information, engagement with the audience, language usage, and overall impact on the electoral landscape.

The use of social media by political parties in South Africa has evolved significantly since the 2014 general elections. While all major parties now have an active online presence, there is still room for improvement in-terms of interactive engagement with voters and combating the spread of misinformation. 

As the 2024 elections draw near, it will be crucial for political parties to strike a balance between leveraging social media’s potential and maintaining ethical standards in their online campaigns.

Political parties in South Africa have diversified their social media presence across various platforms to maximize their reach and engagement. The major platforms utilised include Facebook, Twitter, Instagram, YouTube, and increasingly, WhatsApp. 

The African National Congress (ANC), Democratic Alliance (DA), and Economic Freedom Fighters (EFF) have been the most active and influential political parties on social media in the lead-up to the 2024 South African general elections.

The ANC, as the governing party, has the largest social media following, with 697,000 Facebook followers, 1,1m Twitter followers, and 317,000 Instagram followers. The party also has a WhatsApp channel and an official app.

The party has used social media to showcase its work, disseminate its manifesto, and engage with voters. There are, however, slight concerns regarding the accuracy of information on the parties’ social media pages. Their digital team must do more thorough quality control checks and verify information before posting.

The DA also has a strong social media presence, with over 1,5 million combined followers on Twitter and Facebook. They have adopted an aggressive but professional approach but are often criticised for what critics call tone-deaf messaging.

The EFF has the largest Twitter following among the three parties, with 2.2m followers, and 1,3m Facebook followers. The party has used social media to popularize hashtags like #OurLandAndJobsNow and engage in interactive discussions with supporters. 

However, the EFF has also been involved in acrimonious online spats with the mainstream media, which some analysts view as a deliberate tactic to broaden engagement.

Other parties, such as the IFP, COPE, FF+, and Action SA, have a smaller social media presence compared to the ANC, DA, and EFF. 

Newcomers, the MK Party has a growing social media influence but lacks formal and recognizable social media platforms, making it difficult to follow official party communication.

However, as the 2024 elections approach, all these smaller parties are honing their digital skills, recognizing the potential for social media to influence voter sentiment and turnout.

Each social media platform serves a distinct purpose in the parties’ communication strategies, with Facebook and Twitter being primary channels for disseminating information and engaging in public discourse, while Instagram and YouTube are leveraged for visual content and video messaging. 

WhatsApp, with its widespread usage in South Africa, has emerged as a direct messaging tool for personalized outreach and mobilisation efforts.

Political parties have adopted a range of strategies to leverage social media effectively for their campaigns. These include posting regular updates on party activities, sharing policy proposals and manifestos, live streaming of events and rallies, engaging in debates and discussions, and utilising targeted advertising to reach specific demographics. 

Parties have also embraced influencer partnerships and user-generated content to amplify their message and connect with younger audiences. These influencer partnerships are more understated than previously observed. Possibly as a lesson learnt from the 2016 local elections backlash faced by the ruling party for its widespread use of paid influencers at that time.

Additionally, interactive features such as polls, Q&A sessions, and live chats have been employed to foster two-way communication and increase audience engagement.

Ensuring the accuracy of information disseminated on social media platforms is paramount for political parties to maintain credibility and trust among voters. While some parties have been diligent in fact-checking and verifying their content before publication, others have faced criticism for spreading misinformation, fake news, and propaganda. 

The spread of false information can have detrimental effects on public discourse and undermine the democratic process. Therefore, parties must uphold ethical standards and promote transparency in their online communication.

Engagement with the audience is a key metric for measuring the effectiveness of political parties’ social media campaigns. Parties that actively respond to comments, messages, and feedback demonstrate a commitment to fostering dialogue and building relationships with voters.

Interactive content that encourages participation, such as contests, quizzes, and surveys, can enhance audience engagement and create a sense of community around the party’s brand. Moreover, parties that listen to the concerns and preferences of their followers can tailor their messaging and policies to better resonate with the electorate.

Language also plays a crucial role in shaping the tone and messaging of political parties on social media. Parties in South Africa often use a mix of English, Afrikaans, isiZulu, isiXhosa, Sesotho, and other local languages to connect with diverse linguistic communities. 

Tailoring content to specific language preferences can help parties reach a broader audience and demonstrate cultural sensitivity. Moreover, using inclusive and accessible language that resonates with ordinary citizens can make political messaging more relatable and impactful. 

Parties that effectively communicate their vision and values in a language that speaks to the aspirations and concerns of voters are likely to garner greater support and engagement.

The use of social media by political parties in South Africa has had a profound impact on the electoral landscape, reshaping the dynamics of political communication and voter engagement. 

By harnessing the power of digital platforms, parties have been able to reach a wider audience, mobilize supporters, and influence public opinion in real time. Social media has democratised political discourse, allowing for greater transparency, accountability, and participation in the electoral process. 

However, challenges such as the spread of misinformation, echo chambers, and algorithmic bias remain prevalent, highlighting the need for parties to adopt responsible practices and ethical standards in their online campaigns. 

The DA has been seen as a big beneficiary of social media platform algorithmic bias, while the likes of EFF have been on the opposite end of that bias.

In conclusion, the utilisation of social media by political parties in South Africa for the 2024 national elections reflects a shift towards digital campaigning and engagement strategies. 

By leveraging various platforms, employing effective communication strategies, ensuring the accuracy of information, engaging with the audience, using language thoughtfully, and assessing the overall impact, parties can enhance their online presence and connect with voters in meaningful ways. 

As social media continues to evolve as a critical tool in modern politics, parties must adapt and innovate to navigate the digital landscape and effectively communicate their vision to the electorate.

(Dube is a Political Economist, Businessman, and Social Commentator on Africa’s biggest radio station Ukhozi FM. You can listen to his insights on the station every weekday between 4 pm and 5 pm. He writes in his capacity.)