Social media is web platforms that enable users to create, share, and exchange their ideas, content, information, videos or photos in computer-mediated groups and communities.
People around the world use social media such as social network sites (e.g. Facebook) to connect with one another and share information via computer-mediated networks.
Social media is very relevant to social and economic development of any country especially the developing world.
According to the World Bank, social media can benefit business owners and entrepreneurs in developing economies by reducing the cost of communication and increasing opportunities to find business partners and customers.
Social media enables entrepreneurs to create and maintain ties and bridging social capital.
Facebook, like other social network sites and microblogs, is a highly popular network with billions of active users globally.
Given the significance of social media in today’s business landscape, it’s essential for every business to establish online presence. When managed effectively, an online presence such as having a Facebook Page can become a vital asset to a company’s marketing strategy.
Facebook, recognized as one of the giant social media platforms globally, offers businesses a significant opportunity to reach a vast audience. Its extensive user base and the ability to tailor marketing efforts make it an ideal choice for businesses aiming to enhance their visibility and drive sales. By leveraging Facebook’s features, companies can create highly customized and impactful social media marketing campaigns that resonate with their target audience.
Following the outbreak of COVID-19 pandemic, many small and medium-sized enterprises (SMEs) were severely affected. The closure of shops, shutdown of transport network and other measures put in place by governments around the world to contain the spread of the pandemic, forced many businesses to turn to digital technologies such as Facebook to reach customers and sell on digital platforms.
In January 2021, the Ugandan government blocked Facebook in the lead-up to the presidential and parliamentary elections. President Yoweri Museveni defended this measure by pointing to Facebook’s removal of numerous accounts linked to the ruling National Resistance Movement (NRM), which the platform accused of engaging in coordinated inauthentic behavior. According to Facebook, these accounts were part of a network using fake profiles to manipulate public opinion and artificially boost certain messages at the peak of election campaigns.
The Facebook ban was part of a larger internet shutdown that the government claimed was necessary to maintain security during the election period. Although access to other social media platforms like Twitter, Instagram, and WhatsApp was eventually restored, Facebook remains inaccessible unless users employ a Virtual Private Network (VPN).
This ongoing ban has sparked significant criticism from all sectors of the economy. The ban has adversely affected small businesses that depend on Facebook for marketing and communication.
In October 2023, a group of traders in Kampala called on Government to unblock Facebook.
The traders said they had lost billions of shillings and closed business due to a lack of clients they used to get from Facebook.
The traders, under their umbrella organisation, Urban Smart Traders Business Association Limited (USTBAL) said millions of Ugandans, including business people and youth from various professions earned a livelihood through conducting business using online platforms all anchored on Facebook.
Is Government About to Open Facebook?
The former Executive Director of the Uganda Communications Commission (UCC), Eng. Irene Kaggwa Ssewankambo says most of disagreements between government of Uganda and Facebook were resolved.
“Discussions were held with Facebook, and it is just some concluding aspects that were left over, but at least we had come to a common understanding which has even helped them in terms of operations in other countries across Africa, South American and Asia to appreciate the differences in law, and how they can work with the national governments. So, I keep expecting that anytime, you are going to have an announcement that Facebook is back on, unrestricted access.”