BOOK REVIEW: Nigeria Customs and its Social Media Engagement
By Umar Farouk Bala,
“Impactful Public Relations in Customs Management,” authored by Kabir Abdulsalam and Maryam Umar Na’Allah, thoroughly explores the vigor and commitment of the Nigeria Customs Service (NCS) to the practice of public relations. The book provides valuable insights into the organization’s modus operandi in communication, stakeholder engagement, media relations, reputation management, and effective utilization of social media, among many other areas.
The advent of social media platforms has revolutionized the practice of public relations, capturing audiences’ attention like no medium before it. The authors stated, “With mobile devices, PR practitioners can interact and respond to inquiries and comments on social media about their organizations. By aligning social media and PR, brands can boost engagement in their activities and offerings.”
Platforms such as X (formerly Twitter), Facebook, Instagram, and YouTube boast active user numbers far greater than the populations of many nation-states, catalyzing globalization and rapid information dissemination.
The Nigeria Customs Service (NCS) has leveraged these platforms to establish and maintain a robust line of communication between the organization and the public. This initiative is led by Comptroller General (CG) Bashir Adewale Adeniyi, an astute public relations practitioner, recognizing the Customs Service’s critical role in Nigeria’s economic development and the necessity to keep the public well-informed about the organization’s operations.
In the book’s section on social media engagement, the authors highlight how “the digital era continues to reshape the PR field, and the NCS’s strategic use of social media is a compelling case study for organizations seeking to excel in this age.”
The NCS’ Department of Public Relations is chiefly responsible for transmitting and disseminating information to the general public and significant stakeholders. Understanding the importance of authenticity and transparency in social media engagement, the NCS has crafted an online persona that reflects the organization’s principles, operations, and challenges, thus connecting with the average Nigerian. For example, the NCS utilizes platforms such as Facebook and Instagram to share operational stories and the efforts of Customs officers, creating a sense of familiarity and connection.
On the topic of building an online persona, the authors noted, “The online persona crafted plays a crucial role in humanizing the Nigeria Customs Service. Often perceived as a bureaucratic and distant entity, the Service has become more approachable through regular posting and response to comments on social media.”
The NCS also engages the general public with relevant content and posts that commemorate specific occasions, fostering a feeling of togetherness among Nigerians. For instance, during religious holidays such as Eid and Christmas, the NCS extends warm wishes to respective religious communities to honor these festive periods.
The authors emphasized the importance of engagement, explaining, “By infusing creativity into its communication materials, including eye-catching visuals, interactive digital content, and compelling storytelling, the NCS educates stakeholders while captivating their attention. This approach enhances public understanding and fosters a positive perception of the NCS as an organization that values transparency, engagement, and innovation in its communication efforts.”
Moreover, the NCS actively debunks fake news, such as fraudulent job advertisements and other nefarious activities carried out under the pretext of the Customs Service.
In addressing the NCS’ efforts in crisis management, the authors highlighted, “The NCS actively combats issues like fake employment websites by debunking scams through various social media platforms, engaging posts to protect potential victims, and maintaining trust within the community.”
Social media is also a valuable tool for the NCS in crisis management, offering unparalleled speed for information dissemination. This was evident during incidents like border disputes following the coup in the Niger Republic, where attendant misconceptions and public controversies emerged. The NCS’ use of social media during such events underscores the organization’s commitment to public relations.
The authors further expound on social media’s role in crisis management by stating that, “The immediacy of social media allows the Customs to respond swiftly and decisively to emerging issues. Instead of waiting for traditional media to pick up the narrative, the Service takes control of it on social media platforms. This ensures that the Customs Service’s perspective is accurately presented and helps dispel misinformation.”
“The NCS’ transparent and rapid response to crises has fostered public trust. Instead of allowing potential controversies to escalate, the Customs Service’s proactive approach to social media serves as a preemptive strike against misinformation.”
Under CG Adeniyi’s leadership, the NCS adopts a strategic approach that includes measuring key performance indices, such as scrutinizing digital metrics and analyzing newspaper cuttings, to evaluate the success of its communication and awareness campaigns with the public.
In the section on measuring success, the authors state, “Data-driven decision-making is a hallmark of modern PR, and the Service uses comprehensive metrics to measure the success of its social media strategy. Success goes beyond the number of followers and involves understanding audience engagement, sentiment analysis, and impacts on public perception.”
The NCS gathers data using a hybrid methodology, combining online and offline sources to gauge the effectiveness of its public relations campaigns. This approach ensures that organizational decisions are based on objective facts and mitigates the risk of skewed analysis.
The authors elaborated that, “The Service’s public relations department regularly analyzes key metrics across social media platforms, including follower growth, engagement rates, reach, and sentiment analysis. In addition to quantitative metrics, the Customs Service uses qualitative measures to gauge public sentiment. This forward-thinking approach provides insights into the effectiveness of the NCS’s online engagement.
“Additionally, the NCS has adopted a comprehensive offline content analysis method. The organization gauges public perception and media coverage by analyzing newspaper cuttings, enabling a nuanced understanding of its image.”
Through these efforts, the Nigeria Customs Service, under the leadership of its Comptroller General, Bashir Adewale Adeniyi, is well-placed to navigate the complexities of 21st-century communication and is poised to be a leading force in public relations.
