Where does it say in Nigeria’s proverbial rule book that women cannot be Presidents or Governors? It defies logic that women continue to endure social stereotypes and double standards in their effort to exercise their right to political participation.
These are the challenges that Christie Uzebu (Founder/Lead Consultant at The Small Business Assistant) hopes to break as she uses digital marketing to help women push boundaries of the possible in politics. In this discussion, Christie gives insights on the value of online campaigns in improving women’s political participation.
A: It’s great to meet you, Christie. But first, allow me to introduce myself. Anibe Idajili is my name. I am a Senior Writer at TechCity and a Gidan Yanci fellow. This conversation aims to inspire Nigerian women who want to get involved in politics. The goal is to acquire professional guidance and recommendations on how to use digital marketing strategies for political campaigns and activities. So, thank you for joining us.
C: Thank you for having me.
A: So please tell us about your background and your vision for the digital marketing industry in Nigeria.
C: Okay. I am Christie Uzebu, the Founder/Lead Consultant at The Small Business Assistant (The SBA). Growing up, I always found myself writing and loving to read everything, including newspapers. So as early as five years old, my grandpa would tell my mother that I was going to be a great writer. I ended up studying Mass Communication at the undergraduate level. Studying this course came naturally to me because I loved creating content. When I started my career, because I was a content person, I found myself writing for newspapers and magazines.
Interestingly, I fell in love with and was pulled to technology while working for various media organizations. It seemed like the world was evolving, and I could accomplish more by utilizing technology in my content creation. That is how I became interested in digital marketing. From social media marketing to design, I learned everything I know about digital marketing on my own. When I realized I was now working in the industry, I began taking classes and acquiring relevant digital marketing certificates. So far, I have worked with and developed marketing strategies for a variety of agencies, brands, and fast-moving consumer goods (FMCGs).
I am relatively new to this journey, but I enjoy keeping up with industry trends. In contrast to the traditional notion of simply spending money on public relations, I strive to develop innovative ways for organizations to benefit from marketing.
A: As we all know, Nigeria’s next general elections are in 2023. There have been discussions about online activism, especially for women who have been denied the right to vie for positions or even vote. So, what are your thoughts on the use of social media for political campaigns?
C: I don’t think we are there yet. In general, I don’t think Nigerians are taking advantage of social media to its full potential. I believe that people should go beyond simply stating their political ambitions. Instead of communicating with people, they continue to talk at them. For example, a female aspirant released a video on Twitter, and many people commented that they had never heard of her. It appears that some candidates prefer to talk at people rather than really connect and engage with them. I believe that interacting with people is crucial to gaining their attention.
A: So, what are some digital marketing tips or strategies you can recommend to Nigerian women who are interested in actively participating in political engagements?
C: As I have stated, women should seek out physical platforms to engage with others. It’s not only about sharing content on social media. They should seek out opportunities to connect with grassroots communities, particularly through platforms and groups that support women running for office. They should approach it from the perspective that women can be viable political candidates. It is critical for women to connect with people offline before utilizing these interactions in online efforts.
A: So if I were interested in politics, for instance, and looking to build a digital marketing strategy for my campaign, where do I go for guidance?
C: While the SBA provides a variety of services for businesses and professionals, we are also willing to assist women who want to raise their political profiles online. Our Smart Business Owners platform is an online community for business owners, professionals, people interested in learning about digital marketing, and anybody else interested in developing a digital marketing strategy. while we offer a lot of other services to help business owners, the most frequently asked question on the Smart Business Owners platform is, “How do I market my product or service?” Because of this, advising business owners on the best digital marketing strategies to employ remains the core of our business. However, I believe our services will be beneficial to Nigerian women interested in politics in their digital campaigns. Also, we regularly rub minds with clients on this one-of-a-kind platform.
We also provide paid one-on-one training sessions in digital marketing. We do, however, offer free digital marketing training once a month to those who are new to the field. Professionals or women who are interested in politics but are too busy to attend a class might take a free online course in digital marketing.
A: I like that you can link digital marketing to online political campaigns. So, tell us how women can get in touch with the Small Business Assistant.
C: We have an official website, a WhatsApp business account, and an Instagram page where people can reach us and receive prompt responses. To contact us, simply click on the bio on our Instagram page.
A: What advice would you give to a young woman who wants to make a difference in Nigerian politics? What would you say to a young woman such as this?
C: I would encourage such a woman to begin at the grassroots. Although we keep saying that women should be able to exercise their right to political involvement, it would be ideal to start from the ground up. Women can expand their political base by having an influence in their communities and becoming popular among the locals. They should first engage with people, interact with them, learn about their needs, and truly understand their struggles.
Your offline activities will eventually become known, and you will be able to create a vibrant online community. Elections are not won on social media. It’s critical to establish a strong offline following before venturing into online political campaigns.
A: Christie, thank you very much. It’s been amazing talking with you. And I want to express my gratitude to TechCity and the Gidan Yanci Fellowship for making this discourse possible.
This article is part of Anibe Idajili’s Gidan Yanci Fellowship series, which aims to encourage women to get involved in politics.