Why should development organisations care about social media? Rosie Parkyn looks at social media’s potential to enhance development outcomes in the Global South and how this stacks up against the evidence.
At BBC Media Action, we take our content to people wherever they are, be that a refugee reception centre in Lebanon, a homestead in rural Ethiopia or their Facebook feed. Our work as a media organisation makes the biggest difference when we succeed in getting people talking, whether face-to-face or across virtual networks. Social media enables such discussion, broadening it beyond geographically defined communities and existing editorial agendas, and at a scale hitherto unimaginable.
As a development organisation that predominantly produces mass media outputs, social platforms allow us to see how people respond to our content and debate the issues we raise in our programmes. We can observe and interact with audiences in a way that isn’t possible with legacy media like newspapers and TV.
It’s true that many of our most important audiences in the Global South are yet to gain access to social media. Nonetheless, its role and influence within the information ecosystems we work in will only grow and its ability to support positive development outcomes demands exploration.