Understanding Social Media PR: The Case of Customs Service
By Maryam Na’Allah Umar-Baba
In the world of public relations (PR), the influence of social media cannot be overstated. Since most communication activities are undertaken in the digital space, social media PR becomes inevitable. Compared with PR, social media has become the major means of communication between organisations and their publics.
With mobile devices, PR practitioners interact and respond to inquiries and comments on social media about their organisations. By aligning social media and PR, brands can boost engagement and keep customers aware of the latest developments.
This article delves into the pivotal role social media plays in modern PR, with a focus on a compelling case study—the strategic use of social media by the Nigerian Customs Service (NCS) under the remarkable leadership of Bashir Adewale Adeniyi, the Acting Comptroller-General.
The NCS is an independent customs service under the supervisory oversight of the Nigerian Ministry of Finance, responsible for the collection of customs revenue, facilitation of both national and international trade, anti-smuggling, and security activities. Its functions, therefore, are central to the national economic development in regards trade, imports and exports among others.
The only ways and means of creating awareness and communicating with the citizens nadother major stakeholders, the department of public relations of the NCS, plays pivotal roles.
It is delightful that the longest-serving Public Relations Officer in the history of the Service who is now the Acting CG has paved the way for the elevation of sound PR techniques in the organisation.
Like I stated, the importance of social media in Public Relations cannot be overemphasised. According to Sean Gardner, “Social media is not just an activity; it is an investment of valuable time and resources.”
In the age of digital communication, social media has become an indispensable tool for organisations to connect with their audiences, shape public perception, and navigate the complexities of the digital landscape. The evolution of PR in the digital age emphasises the transformative power of social media, expanding communication beyond traditional methods into the dynamic realm of online platforms.
Social media plays a pivotal role in shaping public opinion and fostering direct communication between organisations and their audience. The authenticity and engagement fostered in the digital space are paramount for building trust and maintaining a positive organisational image.
Social media platforms like X, Facebook, Instagram and Tiktok allow brands to address crises quickly. They can release statements, correct misinformation and demonstrate transparency during challenging situations. This timely response can make a significant difference in how a brand is perceived by the public.
A Profile of Strategic Leadership
Bashir Adeniyi, with a remarkable career spanning decades in the Service, exemplifies strategic leadership in the field of PR. His longevity reflects his strategic acumen and adaptability. Until his recent appointment, he held the position of Deputy Comptroller General (DCG) in charge of Strategic Research and Policy at the Customs Headquarters in Abuja, attesting to his expertise in shaping policies and decision-making processes.
He served as the Customs spokesperson for almost two decades, showcasing his prowess in public relations and effective communication. His redeployment to the Apapa Area Command as a Deputy Comptroller and subsequent promotion to the rank of Comptroller in 2017 reflect not only his brilliance but also his hands-on experience in the operational aspects of the Service.
In 2017, he was appointed as the Deputy Commandant of the Nigeria Customs Command and Staff College in Gwagwalada, Abuja, underscoring his commitment to training and developing the next generation of customs officers.
His academic achievements include obtaining a master’s in communication management from the University of Applied Science and Arts of Southern Switzerland in 2013. This educational background enriched his understanding of communication strategies and equipped him with the skills needed to navigate the evolving landscape of public relations, especially in the digital age.
His appointment as the Acting Comptroller General is a testament to his dedication and exemplary service. In recognition of his outstanding contributions to the solid reputation of the Council, he was awarded the National honour of Member of the Order of the Federal Republic (MFR) on October 11, 2022 by ex-President Muhammadu Buhari.
Building an Online Persona
His tenure as PRO was marked by a visionary approach to humanising the Service and also avoiding misinformation as well as prevention of fraud. Recognising the transformative potential of social media, he undertook the task of not just disseminating information but also creating an authentic and relatable online persona for the Customs Service.
He recognises the importance of striking the right balance between professionalism and relatability. Social media thrives on authenticity, and the customs boss ensures that the service’s online presence reflects the human side of the organisation. operational stories and efforts of Customs officers are shared on platforms like Instagram and Facebook, putting faces behind the uniforms and creating a sense of connection and familiarity.
Demystifying the Institution
The online persona crafted by Adeniyi plays a crucial role in demystifying the Nigeria Customs Service. Often perceived as a bureaucratic and distant entity, the Customs Service, under his guidance, becomes more approachable. The online persona is not just about showcasing successes but acknowledging challenges, demonstrating a commitment to transparency and fostering a culture of openness. On several instances, there are timely responses to comments and enquiries that deserve attentions.
The building of an online persona is a deliberate effort to make the Customs Service more than an abstract institution—it becomes a community of dedicated individuals working towards a common goal.
Crisis Management and Rapid Response
In the fluid environment of social platforms, where information travels at the speed of a click, effective crisis management is paramount. The customs service recognises the need for rapid response and proactive crisis communication. It is not therefore surprising that the Customs Service develops a robust crisis communication plan with social media as a primary tool for dissemination.
The customs service strategically utilises Twitter, Facebook and Instagram as real-time crisis management platforms. During incidents such as border disputes over the coup in Niger Republic, misconceptions or public controversies, Twitter, Facebook and Instagram have been the platforms that provide immediate updates, clarifications, and assurances. The proactive approach not only addressed concerns swiftly but also demonstrated the Customs Service’s commitment to transparency and accountability.
The immediacy of social media allowed the customs service to respond swiftly and decisively to emerging issues. Instead of waiting for traditional media to pick up the narrative, the service took control of the narrative on social media platforms. It does not only ensure that the Customs Service’s perspective is presented accurately but also helps in dispelling misinformation and correcting narratives.
The success of the customs service’s crisis management strategy lays in its proactive nature. A predefined crisis communication plan that outlines roles, responsibilities, and communication channels has proven effective in that regards. The plan, from the closure borders with Niger Republic, actually facilitated swift decision-making and ensured that the response was aligned with the organisation’s values and objectives.
The transparent and rapid response to crises fostered a sense of trust among the public. Instead of allowing potential controversies to escalate, The customs service’s proactive approach on social media served as a pre-emptive strike against misinformation. It showcased the Customs Service as an organisation that not only acknowledged challenges but actively sought to address them in an open and transparent manner.
Measuring Success
Data-driven decision-making is a hallmark of modern PR, and the service implements comprehensive metrics to measure the success of the social media strategies. The success of a PR campaign goes beyond the number of followers; it involves understanding audience engagement, sentiment analysis, and the impact on public perception.
The public relations department of the service regularly analyses key metrics across various social media platforms. These include follower growth, engagement rates, reach, and sentiment analysis. The insights derived from these metrics provide a nuanced understanding of the effectiveness of different types of content, the resonance of key messages, and the overall sentiment of the online community towards the Service.
In addition to quantitative metrics, the customs service implements qualitative measures to gauge public sentiment. The forward-thinking approach evaluates the impact of his tenure on the NCS’s online engagement, providing insights into the effectiveness of his leadership. In fact, the NCS, under his astute leadership has achieved remarkable milestones in enhancing its digital presence and public engagement.
A distinctive comparative analysis on the social media data before and after Comptroller Adeniyi assumed leadership further proves successes of he campaigns.
Notably, the NCS has witnessed substantial growth across key social media platforms:
1. Facebook: Achieved an impressive increase from 200,000 to 479,000 followers. The platform also garnering most response from the public, along with several fair and objective reviews. Additionally the page has a rating of 4.8 stars, which is considerably high for a government institution like the Customs.
2. Twitter: Demonstrated substantial growth, elevating followers from 100,000 to an impressive 260,000, also showcasing active engagement and response time from the public.
3. Instagram (IG): Successfully garnered a following of 17.3k, showcasing a substantial increase in engagement.
4. TikTok: Despite being a recent addition, the TikTok platform experienced notable growth, securing 30.7k followers.
5. Thread: had witnessed a substantial amount of 2,769 followers.
6. YouTube (NCBN Media House): also showed an impressive following of 4.6k subscribers.
The customs service’s strategic approach, under Adeniyi extends beyond mere follower metrics. It has implemented data-driven strategies for analytics on Facebook and Twitter. By scrutinising performance metrics, the organisation identifies strengths and areas for improvement, ensuring an effective online presence.
Additionally, the NCS has adopted a comprehensive offline content analysis method. By scrutinising newspaper cuttings, the organisation gauges public perception and media coverage, allowing for a nuanced understanding of their image. This commitment to both digital and traditional strategies reflects the dedication to holistic improvement.
The verification of both Facebook and Twitter accounts attests to the authenticity and credibility of the NCS. In summary, this development marks a significant chapter in the NCS’s journey, characterised by substantial growth in online presence, strategic data utilisation, and a commitment to continuous improvement in both virtual and traditional spheres.
The service used the data not just to assess the success of ongoing campaigns but also to refine future strategies. The dynamic nature of social media requires constant adaptation, and the srvice’s approach is characterised by continuous improvement. By staying attuned to the evolving needs and expectations of the audience, the Nigeria Customs Service is able to tailor its communication strategies for maximum impact.
*Lessons for PR Professionals*
The strategies employed offer valuable lessons for PR professionals navigating the digital landscape. The ability to humanise a government institution, effectively manage crises, and leverage data for informed decision-making provides a blueprint for success. PR professionals can draw the following key lessons from his approach:
Authenticity Matters: The success lies in the ability to portray authenticity. The public appreciates genuine stories, and PR professionals should strive to humanise their organisations by showcasing the people behind the brand.
Proactive Crisis Management: In the age of social media, crises can unfold rapidly. PR professionals need a well-defined crisis communication plan that includes the strategic use of social media for immediate response and clarification.
Data-Driven Decision Making: Metrics are crucial for assessing the impact of PR campaigns. PR professionals should utilise analytics tools to measure engagement, sentiment and other key performance indicators, allowing for continuous improvement.
Diversify Content Across Platforms: Different social media platforms cater for diverse audiences. Their approach of tailoring content for each platform ensures a broader reach. PR professionals should understand the strengths of each platform and adapt content accordingly.
Engagement is Key: social media is not just a broadcast channel; it is a conversation platform. Actively engaging with the audience, responding to queries, and participating in discussions foster a sense of community and build trust.
*Last Line:*
Comptroller Adeniyi’s journey from the longest-serving Public Relations Officer to the Acting Comptroller General of the Service are testaments to the transformative power of strategic social media use. His innovative approach to building an online persona, managing crises, and using data for decision-making provides a roadmap for PR professionals navigating the complex and dynamic landscape of digital communication.
As the digital era continues to reshape the field of PR, the lessons drawn from his strategies remain invaluable. The case study of the Customs Service under his leadership underscores the potential of social media not just as a communication tool but as a catalyst for organizational transformation and enhanced public perception. His legacies serve as an inspiration for PR professionals seeking to navigate the challenges and opportunities presented by the digital age.
As Alvin Adams says: “Public Relations is a key component of any operation in this day of instant communication and rightly inquisitive citizens.”
Maryam Na’Allah Umar-Baba is a Staff Writer Spokesperson’s Digest and writes from the United Kingdom
