African Finance Ministries, Social Media and Public Financial Management
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African social media usage is growing rapidly, with Facebook usage in Africa doubling between 2012 and 2015. While many African government finance ministries now have a Facebook presence, engagement generally remains low. Ministries most commonly post about budgets and ministerial speeches. However, they rarely discuss important topics like service delivery, procurement, or anti-corruption efforts. Expanding use of social media by ministries faces challenges like governments' sensitivity to criticism and low citizen participation. Overall, African government use of Facebook for public engagement remains at an early stage.
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African Finance Ministries, Social Media and Public Financial Management
- 1. African Finance Ministries, Social Media and Public Financial Management
- 2. We are David Fellows and John Leonardo You can contactus at team@pfmconnect.com Hello!
- 3. African social media usage is rocketing ahead
- 4. Facebook usage in Africa doubled in 2.5 years to 30 June 2015 0 20 40 60 80 100 120 Millions African Facebook users 31 Dec 2012 and 30 June 2015 African Facebook users
- 5. Facebook’s African growth to continue Facebook is planning to increase its presence in Africa
- 6. “ “The AMOS-6 satellite ..will launch in 2016 (and)..cover large parts of West, East and Southern Africa”: Mark Zuckerberg 6 October 2015.
- 7. Facebook penetration: Finance ministries active on Facebook (N.B. Liberia data unavailable) 0 20 40 60 80 Angola Egypt Ethopia Ghana Rwanda Senegal Somalia South Africa Uganda Zambia Facebook penetration 31 Dec 2012 Facebook Users as Proportion of Internet Users (%) Proportion of Population using Internet (%)
- 8. Finance ministry website traffic statistics are currently very low (N.B. Liberia, Somalia and Zambia data unavailable) Country Estimated Annual Visits (Sept 2015) to Population (2014 Est.) Angola 0.0041% Egypt 0.0010% Ethiopia 0.0000% Ghana 0.0005% Rwanda 0.0034% Senegal 0.0007% South Africa 0.0035% Uganda 0.0003%
- 9. Finance ministries Facebook likes (N.B. Data unavailable for Liberia and Somalia) 0.00% 2.00% 4.00% 6.00% 8.00% Angola Egypt Ethiopia Ghana Rwanda Senegal South Africa Uganda Zambia Finance ministry likes (Sept 2015) as % of Facebook users (Dec 2012) Finance ministry likes as % of Facebook users
- 10. Twitter use is relatively limited ◉Finance ministries in Egypt, Rwanda, Senegal and South Africa are active on Twitter ◉Ghana’s Minister of Finance is also active in a personal capacity
- 11. Facebook currently generates limited traffic to finance ministry websites ◉Egypt was the only country of the eleven surveyed where social media generated any meaningful volume of visits to its finance ministry website (11%). ◉Elsewhere the proportion was generally negligible
- 12. Ministerial speeches Text from ministerial speeches is often included in Facebook postings. What topics frequently feature in finance ministries’ Facebook postings? Budgets Ministries regularly provide details of budget spending proposals.
- 13. Topics addressed in some finance ministry Facebook postings Angola • Impact of falling oil prices on economic management • PFM reform intentions Egypt • Training courses • Video clips on a range of topics Liberia • Open Budget Initiative • Corruption and tax fraud prosecutions South Africa • Requests for ideas for inclusion in forthcoming budget Uganda • Corruption and tax fraud prosecutions Zambia • Corruption and tax fraud prosecutions • PFM reform intentions
- 14. What finance ministries are rarely discussing ◉Service delivery commitmentsand standards ◉ Budget managementinitiatives ◉Procurement process development ◉Anti-corruptionactivities ◉Audit findings
- 15. Challenges facing finance ministries in their Facebook activity ◉Governments’ sensitivity to public criticism ◉Low level of public participation
- 16. Conclusion: African finance ministries’ Facebook experience is at an early stage
- 17. Potential collaborators in finance ministries’ future social media activities ◉Developmentpartners ◉Private sector investors
- 18. We are PFMConnect You can find us at http://www.pfmconnect.com, http://blog-pfmconnect.com& https://www.facebook.com/Improvingpublicfin ancialmanagement/ Thanks!