South African Leaders Struggle with Online Accountability and Engagement, New Report Shows

South African President Cyril Ramaphosa may have a towering presence on social media platform X, with considerable user engagement, but a recent study has cast doubt on the effectiveness and quality of that interaction. The 4th annual South African Government Leaders on X report reveals that Ramaphosa and his fellow leaders lack in areas critical to fostering a two-way, meaningful conversation with citizens: accountability and humanisation.

The findings come from an in-depth analysis by Decode Communications, who along with partners Sowetan and Good Governance Africa, hosted a panel discussion aptly named "SA’s Democracy at 30 Years: Prioritising Open Governance for Meaningful Citizen Engagement." At this event, the stats and stories behind the numbers were unpacked for an audience invested in the democratic health of the nation.

Although President Ramaphosa recorded the highest engagement metrics, especially on Mondays coinciding with his widely read newsletters, The report suggests these numbers do not translate into a genuine dialogue with citizens. Lorato Tshenkeng, CEO of Decode Communications, explains, “People are looking to engage with content like the Monday newsletters, yet when they ask genuine questions, the lack of response renders the communication one-sided.”

This year's report also threw a spotlight on other notable figures in government such as Energy minister Gwede Mantashe, Gauteng premier Panyaza Lesufi, Nkosazana Dlamini-Zuma and Sports Minister Zizi Kodwa who constitute the top five of most-followed government leaders on X. Interestingly, International Relations Minister Naledi Pandor, who doesn't maintain an active presence on X, still recorded high engagement mainly due to her handling of significant geopolitical events.

The platform revealed that energy is a dominating topic, with pertinent ministers such as Mantashe, Public Enterprises Minister Pravin Gordhan, and Electricity Minister Kgosientsho Ramokgopa frequently cited in discussions. Crime and safety also surfaced as a top concern, with Minister Bheki Cele at the core of those conversations.

The esteemed panel discussion brought together industry experts, including Tshenkeng, socio-economist Khaya Sithole, academic Dr Karabo Sitto-Kaunda, and Dr Ross Harvey of Good Governance Africa, moderated by Sowetan editor Nwabisa Makunga. It was an opportunity to dissect the complexities of social media communication within government ranks.

An interesting take on why government leaders might shy away from being accountable on social media came from independent analyst Khaya Sithole. He suggests that some leaders might perceive social media as a space of relentless criticism and questioning of their authority, leading to reluctance in engaging openly. He warns of the risks such an attitude holds for a democratic society, where every voice, not just the praising ones, should be acknowledged.

In conclusion, while government leaders in South Africa may have embraced digital platforms to disseminate information and monitor the public pulse, there is room for improvement concerning engagement that is responsive, accountable, and above all, human. The revelations from the 4th annual South African Government Leaders on X report underpin the need for these leaders to transform social media from a megaphone into a two-way street of dialogue.