When Major Emmanuel Chirchir tweets, it causes a stir in local and international newsrooms. The Major is quite new to Twitter, and social media in general. He joined the micro-blogging social site slightly over two weeks ago, but already has more than 6 000 followers.
In a society where access to information has been a privilege rather than a right, social media - no matter how it's handled - can only be a good thing.
Ken Macharia, ITWeb's Kenyan columnist.
As the spokesman of the Kenya Defence Forces (KDF), Major Chirchir probably tweets for the nation, as the Kenyan military operation enters its fourth week in Somalia.
This is the new Kenya - where the defence force has, for the first time in history, been involved in an offensive operation, and where military plans and incursions are reported on social media. It is clearly unfamiliar territory to Kenyans, on both fronts.
Of course, journalists and the public are relieved to get reliable, positive news on the operation. However, the appropriateness of using social media was brought into sharp focus when the Major released information deemed by many as strategic military plans that are best kept secret.
“#Operationlindanchi: Baidoa, Baadheere, Bay dhabo, Dinsur, Afgooye, Bwale, Barawe, Jilib, Kismayo and Afmadhow will be under attack continuously,” read the tweet.
The wisdom of warning the militants where the KDF will attack next was lost to the public. Besides, who is to say the al-Shabaab and its sympathisers are not on Twitter?
Open secrets
It is not inconceivable for Major Chirchir's counterpart on the al-Shabaab side, Sheikh Ali Mohamud Rage, to reply with 'SMH' [shake my head] or '#dead' to the warning on Twitter.
Judging by the headline of an article, the BBC was equally amused.
“Kenya warns al-Shabaab of bombing by Twitter,” reported the UK media house. @ MajorEchirchir has opened an institution that is only seen during public holidays displaying firepower and military artillery that was, before the Somali incursion, a source of national amusement.
But it is not just the military learning the new rules of engagement.
Corporate Kenya, government departments, politicians and not-for-profit organisations are trying to catch up with the largely youthful population.
Take Safaricom for instance. The largest mobile service provider has turned to social media to rescue its 1 000-strong customer service department that has been kept busy 24 hours a day with customer queries - 80% bordering on the ridiculous, according to one customer care representative.
“Why can't I see the handshake on the screen when I switch on my Nokia phone?” or “Can you please send me phone credit?” are just some of the queries the call centre receives on a daily basis.
Now, the more tech-savvy subscribers just tweet their queries to Safaricom, or post them on Facebook. They get assisted faster than if they were to wait for a rep to pick up the phone, after trying several times, without luck.
The electricity distributor and the Kenya Police also joined the social media bandwagon. And although service delivery has not improved significantly, communication between the institutions and members of the public has improved, and that should count for something.
New game, same rules
Social media is like reputation. It takes ages to build and an instant to bring it down.
Recently, during the biggest rugby tournament in the region, the PR firm hired to organise the event was doing a splendid job, until the person handling the live tweets updated: “Not looking good for Kenya, Samurai leading with 29 goals and Kenya 7 goals.”
The news spread quickly, soon becoming a trending topic. At least it brought comic relief to the hugely partisan fan base after the home team was knocked out.
Politicians, as usual, don't want to be left behind.
One of the many presidential hopefuls kicked off his campaign with a YouTube video appealing to young voters to vote for him.
He spoke in sheng (slang language used by a majority of young Kenyans). And although the video went viral, it was because some of the phrases he used were popular in the 90s, not in 2011.
Perhaps, as Kenyans and the rest of the world adapt to new media, it is important to keep in mind that social media is not exempt from the rules governing effective communication; appropriateness, feedback, transparency and common courtesy still holds sway.
Not responding to mentions or deleting negative comments, using hirelings to (obviously) sell your products without improving them, are a few things that peeve users.
But in a society where access to information has been a privilege rather than a right, social media - no matter how it's handled - can only be a good thing.
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