Jakarta Globe, Rebecca Lake, February 24, 2014
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| Platforms such as twitter fuel the two-way social media phenomenon. (The Peak Illustration/Nela Realino) |
Jakarta. As
one of the top five social-media markets in the world, Indonesia is quickly
discovering the advantages of being a Twitter-literate nation.
It may seem
quite a feat for Jakarta to be named the world’s number one “Twitter city,”
considering it is the capital of a developing nation in which only a quarter of
the population have access to the internet at home. But a closer look at the
rapidly growing archipelago will uncover a national love affair with social
media and plenty of potential.
There are a
bunch of reasons for the popular adoption of social media platforms among
Indonesians. One key contributor is the accessibility of mobile internet devices,
mostly smartphones, which have doubled in usage over the past several years
backed by increasingly affordable data plans. Meanwhile the country’s youthful
demographic has seen social media assume its position as a leading activity on
the internet. And like it or not, macet (traffic congestion) has become a
contributing factor in the nation’s obsession with status updates and retweets.
The most popular times for Indonesians to login into their virtual communities
is just before and after the conventional nine-to-five work day begins, or in
other words, the hours many of us could think of the 100 other places where we
would rather be.
Aside from
the obvious social advantages that come with the popularity of being connected
online, there are many more benefits that have grown from Indonesia’s addiction
with social portals such as Facebook and Twitter.
Diversity
in news
A news diet
restricted to mainstream media including newspapers and commercial television
has long been eradicated and it’s no secret that social media has taken over.
As major news companies redirect resources into their respective Twitter and
Facebook platforms, so too are the small organizations whose voices were once
drowned out due to their limited budgets.
“We now
have new channels of information that we can use for exchanging information,”
said Enda Nasution, who has been dubbed by the media as the “father of
Indonesian bloggers.”
“In a way
we can say that we feel more liberated. We have new media that is not
controlled by companies and we can say whatever we want,” says the TED fellow,
who is a respected activist and political blogger.
Interestingly,
Enda highlights the somewhat dependent relationship that has emerged between
old and new media. Social media, he says, has become a “nexus” for news,
meaning that it is now often referenced by the mainstream media due to its
immediacy and efficiency.
“Social
media produces much more conversation than mainstream media,” explained Enda,
adding that mainstream media is now “an amplification of what is happening on
social media. That’s why if you publish something on twitter it gets around
much faster.”
Boosting
business
Establishing
a strong social media following has now become crucial for both local and
international companies who want to do business in Indonesia. The growth of
business thanks to social media is an indicator of just how much Indonesians
like to interact and establish a relationship with their favorite brands rather
than simply engaging with one-way advertising.
Social
media is, if not, more important than traditional forms of advertising in
Indonesia and it is something that businesses must acknowledge, says Neneng
Goenadi, the country head of Accenture consulting in Indonesia.
“It is very
important for them [businesses] to ride on this wave,” she said, emphasizing
the importance for social media to be a priority in every business plan.
Neneng
points to the Unilever’s strategy, one that capitalized on social media by
accessing a market “it otherwise would not have” through online campaigns that
promote sustainability and health.
“Unilever
engaged with the tech-savvy youth through social media by developing hype and
events online,” she said, adding that this approach is “so damn powerful.”
With so
many companies dependent on social media, investment in the industry itself is
inevitable, Neneng said. Just last month, the Bakrie Group invested an
undisclosed sum in the fast-growing tech platform Path, a sure sign that
Indonesia is serious about the business of online media.
Bakrie
Group chief executive Anindya N. Bakrie confirmed the company’s new stake on
Twitter saying “We also call for Indonesians, especially young business people,
to take part in the development of the sci-tech industry and global
networking.”
Talking
democracy
A candidate
worthy of running is a one with a Facebook page — well at least where Indonesia
is concerned. This year’s presidential election is no doubt heating up and
those vying for the top job owe a lot to social media.
Many point
to the 2013 Jakarta gubernatorial election as the turning point for social
media in Indonesian politics. The populist politician, Joko Widodo, managed to
garner 500,000 Twitter followers and thousands of YouTube fans to whom he
promoted his values that attracted the young generation, the educated, and
middle-class groups.
After
beating the incumbent Fauzi Bowo to become the governor, many commentators
referred to him as the first politician to truly understand the power of social
media. Other leaders have not ignored Joko’s success and they are just as eager
to capitalize on social media’s powerful reach, often promoting their Twitter
handle alongside their campaign commitments and boasting about how many
Facebook likes they’ve acquired.
But it’s a
two-way street. Not only can politicians expand their platforms and promote
their campaigns online, citizens can also educate themselves on elections and
voice their concerns and thoughts through social media, said Andreas Harsono,
the head researcher for Human Rights Watch in Indonesia.
“Social
media is very important in shaping public opinion in Indonesia. Whether
you like it or not,” Andreas said.
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