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How executives around the world are harnessing the power of social media


Media update’s Nakedi Phala takes a look at how executives from around the world have used social media to improve their campaigns, social injustices, the environment and people at large.

You know her – and either you love her or you hate her. Regardless of how you think about world leaders, everyone is always excited to see what they’ve posted about. And let’s face it, some of their posts are not only influential, but also pure entertainment at their best.

Do you remember former US President Donald Trump? He spent most of his time training his thumbs on Twitter and sharing his views and opinions – some of which didn’t go over well with audiences. But even if some people didn’t like what he had to say, they stopped whatever they did to see what he would post next. And Trump is not the only one.

There are many world leaders out there who are socialites on social media. And whether you find them inspiring, influential, or just plain funny, it’s important to learn from the ways these powerful people use their platforms.

Without wasting time, world leaders use social media platforms today:


In Africa’s social media landscape, social platforms seem to be used positively by social activists and more than by the officially elected leaders of other countries.

In Nigeria, for example, social activists led a protest rally on Twitter. During the protest, trend cards were dominated by “#EndSARS” calling for the end of the Special Anti-Raubery Squad – a unit that allegedly has a reputation for police brutality against citizens.

Do you still remember this picture?
Don’t say anything, just retweet for her ?????? pic.twitter.com/VlgDUB7diH

– Hope for the future ????????? (@CrazyGuyForLife) May 15, 2021

It is interesting to note that Nigerian President Muhammadu Buhari uses his social media platform to make government announcements rather than expressing his personal feelings.

I am pleased with the success we have had in adding people to the National Identification Number (NIN) database. 54 million Nigerians have now registered; I’ve heard of this over 12 million in the past six months. Our goal is full coverage.

– Muhammadu Buhari (@MBuhari) May 6, 2021

While in countries like South Africa the president – like the opposition leaders – use social media to openly debate and argue on the platforms. Some even use it for the benefit of people. For example, President Cyril Ramaphosa recently held a question-and-answer session on Twitter answering questions from citizens.

The opposing leaders, on the other hand, have used social media platforms to share content with a subjective narrative on social media. An example of this would be recorded excerpts from debates in parliament with competing party members.

#RamaphosaQandA https://t.co/8GLFu4YJu4

– Cyril Ramaphosa ???? #StaySafe (@CyrilRamaphosa) May 6, 2021

north and South America

In America, the trend methods of using social media are somewhat more diverse, as its state sovereignty is spread over two continents but under one president.

US President Joe Biden appears to be more formal in the content he shares. For example, he provides information that will help Americans stay up to date on Covid-19 vaccines and how to protect themselves from the virus. And he seems to enjoy posting video content more than just relying on Twitter’s 140 characters.

Folks, when you are fully vaccinated you no longer have to wear a mask.

If you haven’t been vaccinated, go to https://t.co/4MYpWqXVVo to find a vaccination and then mask yourself until you are fully vaccinated. pic.twitter.com/qcyG2WyCG2

– President Biden (@POTUS) May 13, 2021 Biden has a knack for sharing PR content on Instagram. For example, he has shown citizens receiving Covid-19 vaccines and pictures of citizens’ praise.

But that’s not all. Not only does this leader step in to keep his people updated on the latest global affairs, but Biden also appears to be using his social media to instill hope by sharing quotes that are motivating. This different strategy he uses puts the value of positive thinking (especially when it’s online) right in the spotlight.


In Asia, some countries like China are a bit conservative and don’t allow their citizens to use global apps like Facebook, Twitter and Instagram. There are politically motivated reasons for this.

While in other countries like Japan the use of social media is much more flexible: Country boss Abe Shinzo, for example, goes so far that he even shares his personal diets with his followers. That’s a cool leader, isn’t it? Promoting a healthy diet …

????????????????????????? pic.twitter.com/1uYuJX2qmY

– ???? (@AbeShinzo) April 28, 2021 India’s leader Narendra Modi appears to be focused on sharing cultural / religious content, especially on his Instagram page. That makes political sense, because the country he leads is rich in culture and religion – much like South Africa.


Boris Johnson in the UK uses the power of social media to build bilateral relationships with other countries. Johnson, for example, shares video clips on his social media accounts to show the work the UK is doing to help other countries advance in education and business.

Making sure girls get quality education for 12 years is one of the smartest investments we can make while recovering from COVID-19.

During our @ G7 presidency, I will urge the world to take action and prevent a lost generation of pandemics. pic.twitter.com/x63RN9l145

– Boris Johnson (@BorisJohnson) May 13, 2021 Russian leadership appears firm and assertive when it comes to the content shared by the presidency’s social media accounts; it’s all formal and business. No fluffy rabbits!

For example, his Twitter accounts share content and links that are unique to their presidency website. No subtweets from reputable news agencies.

Federal President Frank-Walter Steinmeier is more like Biden and will likely share his content via video format.

Steinmeier also has a knack for sharing historical content, which seems to work in his favor; The audience seems to resonate with past events in Germany.


Australian Prime Minister Scott Morrision is tactical when it comes to his style of using and using social media to his advantage. How do you ask

He shares relevant content that is positive and in line with the political agenda. For example, on International Nurses Day, he retweeted a nursing school applauding them for the great job they have done to help the government and Australians.

On the other hand, Morrison regularly retweeted content from his Liberal Party. Loyalty right there!

Thank you to all the nurses across Australia for the great job you are doing. You have been at the forefront of this global # COVID19 pandemic, helping protect Australians and caring for our communities. Happy #InternationalNursesDay! # IND2021 https://t.co/UlU8MiyY5Y

– Scott Morrison (@ScottMorrisonMP) May 12, 2021

And he’s a team player by posting the posts of his party members, which helps increase engagement for them.

World leaders interact with audiences on social media differently than other politicians would. What are your thoughts? Let us know in the comment section below.

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Many view online tracking as an invasion of privacy. But have you ever thought about how it can benefit you? If you feel like engaging in a debate, check out our article Online Activity Tracking: Friend Or Foe?

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