The Power and Potential of Social Media in Pakistan

With a median age of 21, and two-thirds of the population under 30, Pakistan is one of the world’s most lucrative markets for social media. Using conservative estimates, approximately one out of every five Pakistanis are connected to the Internet. With the rise of cellphones and other cheap wireless gadgets, the number is likely to be higher.

Social media is a rising force especially within Pakistani youth. Over 5,000,000 people in Pakistan use Facebook. Although this only targets about 3% of the population, this translates into more than 27% of internet users in Pakistan having a Facebook. Half of them are between the ages of 18-24, and an additional quarter are between ages 25-34.

The impact of social media is profound. It led Egyptians to topple a 30 year dictatorship (and was a catalyst for the ensuing ‘Arab Spring’), helped the international community deliver aid to the victims of Japan’s earthquake, and even provided minute to minute updates on Bin Laden’s capture. Movements have been condensed from taking decades to taking days. Between these huge international campaigns, there are day-to-day, less visible benefits for the average person- informing people of fraud, appeals for blood donations, and information about the latest road blockages.

Social media is especially advantageous for women and the lower class. The virtual world is an egalitarian society, one in which one can convey their views without revealing their identity. Women and men can interact freely, without feeling intimidated or at risk. Websites like Twitter and Facebook also allow users to not only express their own views, but to listen to those of others. No longer are we dependent on outdated rhetoric older generations have passed down- we are able to witness what is happening around the world first hand. It also presents us an opportunity to project a light hearted, more humanized image of Pakistan for outsiders. Pakistanis can exchange dialogue and debate with foreigners whose opinions are shaped only by what they see on TV.

Domestically, social media presents the opportunity to shed light on things the mainstream media is too bogged down by nonsense news to delve into. Various blogs thoroughly discuss government policies, military operations and socio-economic issues in Pakistan. With Twitter, these issues can be debated in real-time and constituents can voice their concerns directly to their elected officials.

Despite the incredible power of social media, its usage has not hit its fullest potential. Whereas in other parts of the world, businesses attract target markets via ads, Pakistani businesses have not tapped thoroughly into this market. While a standard ad in most Pakistani websites can cost Rs10,000 to Rs35,000, an ad on Facebook costs 3 to 10 cents.

The youth have not capitalized on social media to protest against war, drone attacks, corruption, inequality, or the many other problems within Pakistani society. Protests arranged virtually have brought little turnout when physical presence was required. It took ages for Pakistanis to raise awareness for relief efforts following last year’s devastating floods. Pictures of flood victimsdidn’t surface my homepage until December.

If Pervez Musharraf, who hasn’t been in the country for two years, can resurface with over 400,000 followers and declare his candidacy for the upcoming elections, why should anyone else be left behind? Imran Khan has also recently realized the vitality and efficiency of this market. Many in the west have gained popularity and momentum through social media itself. For example viral Youtube videos (Rebecca Black), Obama’s 2008 campaign, Ron Paul, ext. Celebrities, underground artists, and businesses can also use social media as a way to attract and communicate with their fan base and/or consumers.

Social media is one platform in Pakistan where you can witness the moderate majority outweigh the outnumbered, but vocal extremists. The youth of Pakistan must realize that the end to their grievances -social, economical and political- is in their own hands. The utilization of social media can help bring an end to the cycles of corruption, attrition and bloodshed that have plagued the majority of our young lives.