As news of last week’s terrorist attacks at a Brussels airport spread, thousands of Rwandans with relatives and friends residing in the European nation began making attempts to check on their loved ones.

Some called the Rwandan embassy in Belgium while others called representatives of the various Diaspora associations, among other contacts they could find.

There were rumours, half truths and speculations on the fate of Rwandans who were expected to use the airport for a flight back home.

In the midst of the tension and frantic efforts, the Rwandan ambassador to the Kingdom of Belgium, Olivier Nduhungirehe, went on Twitter with updates that only one Rwandan had been injured but was out of danger.

Within minutes, his tweet had been shared numerously, quoted by media houses and putting an end to the ‘search’ efforts.

That is only an example of the impact of the popular social media platform on aspects of modern day interaction.

In recent times, Twitter, which last week marked 10 years since its inception in 2006, is fast changing the handling of communications and interaction.

In Rwanda, like the rest of the East African region, the social media platform has been most relevant in the last five years.

Most users of the platform who spoke to The New Times admitted that they were previously hesitant to regularly use the platform as it seemed ‘complex’.

Coming on the heels of Facebook, which had created a perception of how a social media platform operates, Twitter’s different outlook initially caused a section of users to embrace it with hesitation.

"We were used to Facebook as the dominant social media platform. It made it possible to link up with friends and people we worked with or had previously met. Then came Twitter where you could be in circles with leaders and people you hadn’t dreamt of interacting with. It seemed like for the elite,” Maria Ingabire, a Twitter user, said.

Uptake by public officials

In the recent years, the platform has not only been able to gain acceptance but has also greatly influenced social interaction, leaving traditional channels in need to re-invent and adapt to changes.

From public agencies, top government officials, corporations to individuals, uptake of the platform in recent years has been rising steadily.

The increase in the uptake of the platform has been credited largely to the potential it has exhibited in enabling ordinary citizens access government agencies and corporations.

Almost all top public officials in the country, starting from President Paul Kagame, maintain active accounts on the platform through which they regularly engage the general public.

On the platform, the officials, including the President, have been known to respond to questions by ordinary citizens as well as comment on social issues.

Gilbert Rwabigwi, a social media enthusiast and social commentator, said Twitter’s popularity in the country is largely due to participation of top leaders on the platform.

Direct contact with officials

Noting that accessing senior public officials for official interactions would previously have required one to seek an appointment to set up a meeting, Rwabigwi argues that Twitter introduced new ways of interactions.

Among the public agencies whose use of the platform is largely visible is Rwanda National Police.

With more than 37,000 followers, the Police regularly use the platform to communicate important announcements and answer queries by members of the public.

Rwanda National Police spokesperson Celestin Twahirwa said Twitter has improved their interactions with members of the public.

"It has created a window through which members of the public can reach us and inform us on situations that would need immediate handling and instances where they would like to ask questions,” Twahirwa said.

A number of successful public campaigns, ranging from blood collection drives, fundraisers to petitions partially owe their success to the platform.

Users of Twitter in the country have often come together in support of social causes that have borne fruits.

Beyond interaction with public agencies and personalities, the platform has changed dynamics of marketing and how businesses interact with their clients.

It is not uncommon to see Rwandans on Twitter or #Rwot take to the platform to complain on quality of services and goods received from the various enterprises.

The platform has created an avenue through which clients can demand better services as well as give reviews based on their experiences.

This has, in turn, seen enterprises give more attention to the platform to respond to clients and attempt to win more clients.

Fiona Kamikazi, (@Fiona_Kamikazi), a popular social commentator, said enterprises across the country are fast realising the platform’s potential in marketing and public relations.

"We can see more businesses using Twitter to expand their market and remain relevant to clients. It has given new importance to digital marketing which is already common in markets such as Kenya and Uganda,” she said.

Kamikazi, who runs a firm that specialises in providing digital marketing services to corporations and businesses, said the growth of Twitter in the country is increasing demand for digital marketing expertise.

Among the services provided by her firm include social media training and social media accounts handling for optimised impact.

Going forward, Kamikazi says, there is likely to be a big economic opportunity for people with expertise in handling social media platforms as businesses and corporations seek to make the most of the platforms.

However, all the positive impacts and benefits aside, there are fears that the platform risks manipulation by people for malicious purposes, including spread of hateful messages and ideas such as genocide denial.

Going by the trend in other parts of the world, the platform has been used by terrorist groups in their recruitment drives and to send out messages to cause fear.

To deal with such threats, Kamikazi said by creating content that goes against what the ‘negative forces’ may want to spread, Rwandans can continue to fight propaganda.

Twitter, like other social media platforms, is also partly responsible for the rise of citizen journalism which has necessitated that traditional media platforms review how they disseminate information.

Twitter has challenged traditional media houses by making it possible for users to break news as it happens in 140 characters, images and videos.

editorial@newtimes.co.rw