Ekiti State DigiComms: The Final Word

We want a seat at the table but we must first ask if we have created the requisite relevance to justify that position. Are we demanding positions by entitlement or because we actually possess evident value to offer? Friends, there is power in relevance and politicians anywhere in the world realize that. Here, I am referring to factual, not cosmetic relevance. I would like to posit that relevance is critical to the aspiration to attain any position. To me, it is the composite of intellectual and experiential offering in relation to a specific field. It may also be viewed from three perspectives; Past, Current and Strategic.

Using my experience as an example may provide more insight. Four years ago, motivated by love, respect, and admiration for a political leader and mentor, H.E Dr. Kayode Fayemi, I commenced a self-sponsored online campaign for him. I had just left the Nigeria Television Authority at the Benin Zonal Network centre to lead the Editorial Team of Core Magazine Africa. This experience and network were important during this campaign. Unbeknownst to me, I was building relevance with him. I was shocked when he invited me to his country home and talked knowledgeably about my activities. Even more, I was totally blown away when he said to me, “Tosin, thank you for standing up for me”. He then asked me to join a media unit that was assembled for specific objectives. This was an exciting and sought-after opportunity to demonstrate the capacity that I possessed at the age of 20. Please note that as soon as I joined this unit, the relevance that got me through the door had become past. 

Electoral campaigns are tension-filled and each day is lived on a moment-to-moment basis. Responding to queries on my platform as I did before joining the team seemed like swatting flies compared to the proactive drive of dealing with the vicious onslaught from political gladiators. Remaining on that team meant I had to scale up my skills and knowledge to attain current relevance. Thinking swiftly on my feet and smartly proffering solutions to spontaneous issues became necessary. Sourcing, aggregating and parsing information and data then presenting to our target audience in an easily digestible form was critical. In the final analysis, my principal needed to be seen as the responsible, compassionate and visionary leader that he is. We largely succeeded in this objective and we won the elections.

After the euphoria died down, I sought to remain and work with the new government. I had the privilege to meet the First Lady, H.E Erelu Bisi Fayemi multiple times to discuss the capacity that I possessed and present the digital media communications plan that could add value to the administration. I wanted to understudy how governance communications work and make input in the administration. I was given granted this opportunity to provide technical capacity at the Communications and Strategy Department of the Governor’s office. I approached the job with sheer determination to find pragmatic solutions to policy communications as part of my contributions to making a difference in governance. 

Again, at this stage, my work with the campaign team had slipped into the Past Relevance category. My principal was now the Governor-elect and I needed to show that I would be relevant to him as the Governor. I can say without fear that he is the most cerebral and methodical governor in our nation so the task of proving my relevance was going to be tough. I had undertaken to study him, analyse his motivations and aspirations, dissect his past accomplishments and failures then understand his vision for the state. It was a journey into the labyrinths of his expansive mind but well worth it. Armed with this insight, I analysed its congruence with my personal visions and having determined points of parity, I swung into action to make myself relevant for service in the new dispensation.

At the Communications and Strategy Department, I had the opportunity to serve diligently, work with and learn from the best hands: Mr Yinka Oyebode, Chief Press Secretary to the Governor; Mrs Sola Salako Ajulo, Special Adviser on Communications and Strategy (2019-2021); Mr Akin Rotimi, Special Adviser on Communications and Strategy (2021-2022). My first three years exposed me to the unspoken realities of political and governance communications: you must be ready to commit your entire self, time, strength and patience to learn and succeed at the job. Since our principal has an unrivalled work ethic, I was taught by the aforementioned line managers to be dependable, sacrificial, meticulous, and reliable. These values became more important when I was appointed Special Assistant to the Governor on Digital Communications.

Again, at this stage, my work at the Communications and Strategy Department had slipped into the Past Relevance category. To thrive henceforth, It became important for me to remain true to myself, my purpose and my convictions without fear of being seen as a geek or outsider, socially awkward, weird, different, or odd one out, amongst others. The position presented me with the opportunity to domesticate the ideas that got me through the door and the ones that evolved in the past year. I had a very different perspective on how Digital Communications should function and I turned to history to develop a blueprint that would reposition the office for long-term effectiveness and relevance.

We traced the mandate of the Digital Communications unit to 2011 when H.E Governor Kayode Fayemi set up a digital media team to rebrand Ekiti State and make policy changes to communications on social media. The previous works of Rosemary Ajayi and Funmi Ajala were pivotal. I drew lessons from the experience of Mr. Egghead Odewale on how the state’s digital media presence was reinvented in JKF1. 

Together with my team, we concluded that an in-house digital agency was crucial to repositioning Government’s Digital Communications in Ekiti State. Hence, we reintroduced an in-house digital unit. Initially, we proposed the name “EKSG Office of Digital Communications” (EODC). This would have been the perfect nomenclature. It could still be in the long term. But we settled for “Digital Communications unit, Governor’s Office” as the interpretation of EODC. I believe that this unit can evolve into a digital agency that is independent of government bureaucracies, politics, and financing. At best, one that can be self-sustaining in its operations and position the Governor and Government excellently on social media.

EODC is the digital bridge between the Government and the Citizens. It is saddled with the responsibility of translating the governance agenda into the digital ecosystem, managing the state’s digital media services, utilising e-governance solutions to drive digital transformation and inclusive governance, digitizing and disseminating information on social media, as well as using digital tools to automate feedback, to process complaints, and to communicate and forge a real-time connection with the citizens in the language that they understand on social media.

To remain relevant and effective, we had to redefine the goals, objectives, focus, workplace and digital engagement strategy. We had growth meetings to regularly evaluate what worked whilst looking for ways to improve as digital communications continued to evolve. We encountered moments when we had to provide clarity to the definition of “Digital Communications”. There are those who think this is just about posting on social media or tweeting or live-streaming or ranting online. Some also think its success is measured by the number of retweets and likes on a single post. They are all wrong! Government Digital Communications is the process of using research (online and offline), creative visuals (videos, images and infographics), content analysis, storytelling and cinematography, web, and digital technologies to connect with and serve citizens, automate feedback, and process complaints on social media on the one hand, and digitalise and integrate governance process and service delivery on the other.

In the past year, we worked to demonstrate what digital communications is all about and how effective and relevant it can be in any government. We translated every single content into Yoruba and English. We also managed feedback and responses on contentious issues that needed more explanation with simplified and pictorial versions of the Governor’s milestones and policy rationale and impact. This made at least 1.2m total impressions. 3,000+ Infographics produced (1,500+ translated into Yoruba), 300+ Videos designed (150+ Videos translated into Yoruba), 1.2m Total social media Impressions, 3 Verification Badges for relevant state and govt handles, and 10,000+ additional followers on social media. 

This final report was designed to explain the processes, strategy and resources that we mobilised to achieve successful digital communications. It provides details on how we broke the myth that government achievements are unavailable and inaccessible to the public on social media, and how we automated feedback, processed complaints, and digitised information. The report also highlighted the strategy and mechanisms adopted to provide citizens access to real-time, authentic, believable and credible evidence of the Governor’s service to the citizens. 

In this report, we analysed how Resources, Access and Information are central to the success of any Digital Communications Plan and recommended six (6) separate strands of activity with specific actions and commitments underpinning each: Identify, track, produce, explain, engage, and influence. We also provided insights into our multilingual approach, narrative techniques, digital production strategy, and digital engagement plan. 

We made significant success in our production and engagement, and our policy changes and reorganisation of the state government’s digital communications yielded positive outcomes. However, we had our limitations. There were certain goals we did not meet and production we could not execute. It is our hope that succeeding personnel will prioritise this area and succeed where we failed. We have designed this report to help subsequent office holders to understand what has been done and the areas that can be optimised for effective Digital Communications.  Kindly send an email to digicommseksg@gmail.com to request a copy.

We received support from different quarters during the past year. Notably, the Chief of Staff, Hon Tolu Ibitola provided counsel, funding and support for our operations, fieldwork, and production. We would not have achieved much without him. I will like to thank the Special Adviser/DG, Bureau of Public Procurement (BPP), Mr Egghead Odewale for providing us with a safe haven to thrive and technical support for the verification, research, and analysis of our content. Many thanks to the Commissioner for Finance, Hon Akin Oyebode for his constant intervention and support, and most importantly for facilitating the process of actualising the verification of three of the state social media handles. I am very grateful to the Chief Press Secretary to the Governor, Mr Yinka Oyebode who was my line manager, for his quality feedback, timely authorisation, worthwhile counsel, editorials, and leadership.

When we stand on the shoulders of giants, there is no limit to how far we can fly. I am forever grateful and indebted to the Governor of Ekiti State, H.E Dr Kayode Fayemi and his wife, H.E Erelu Bisi Adeleye Fayemi for the opportunity to serve in government and make a difference. I cherish the trust and confidence reposed in me. There is so much that belief and positive words can do. Theirs strengthened my can-do spirit and helped me not to be unsettled by precarity and uncertainty. Being mentored by political leaders who were on a selfless and thankless mission to redeem our state from its formerly parlous state has been the most tasking yet intellectually rewarding endeavour I have undertaken.

I would like to thank my team and personnel who dedicated their time, efforts and creativity to assist in repositioning EKSG Digital Communications. Many thanks once again, Lois, Ayo, Floral, Ponmile, Fola, Abdul, and Tope.

Again, at this stage, my work has slipped into the Past Relevance category. The watch has ended. To God be the Glory. Great things He has done.

– 'Tosin Durodola