8 September 2016 0 Comments

New Media Use Challenges for Executive Brand: Bayo Onanuga ‘ s Case Study

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)


bayo onanuga opinion on face book, social media and chOur world today has a lot of dynamism. Everything changes at the split of a second. A person is viewed from different perspectives. Every single individual now has ? multiple roles. A person functions at different level as the occasion demands. This is the reason why we must not forget the part we play at a given time and the responsibilities such roles ?will require.

A person may be a professional, a father, mother, brother, friend, relative and still have a position in leadership of an organization. Social platforms offer us opportunities to relate, share our opinions or what is going on in our minds within the circles of friends or followers. Interestingly, ?this does not remove individual from being who they are. Being an executive brand, a leader of an organization today is a huge task. Having an account on any of the social media is also a huge task. It is two edge-sword. Social tools offer an opportunity to commune, relate with friends but always remember that your opinion is open to misinterpretation from your so called friends.

This calls for soul searching and needs for considerable thought on what one needs to share. The meaning of words as we understand today is not in what you say, they are in what your followers, friends think they are. We no longer own the brand, it is what the audience say it Is. ?This is the major challenge today for Executive brand as this may cause negative backslash for the brand.

For those who live in Nigeria, around 1542hr (GMT+1) today, a frontline Journalist who had risen to the position of editor of varied Newspapers went ?on his Facebook page to share a personal feeling about an issue that touched millions of Nigerians. He wondered why Nigerians are still complaining of poverty when they could still afford to travel around the globe, despite forex issue. Also to him, prices of foodstuff are still relatively cheap. Unfortunately, ?many of his friends on Facebook refused to diffuse his personality as just an ordinary citizen or journalist from his present appointment as ?Managing Director of News Agency of Nigeria. A well deserved position he just got from Buhari – led administration.

To most of his friends, he is no longer seen as an ordinary person expressing his mind but he was viewed from his position under a government many think lacks direction and which is making life difficult for them.So instead of viewing his opinion from the point of an individual like them ?(at least the page he used is not the one for his establishment), but he was taken up as the Executive brand. That was his sin. The point here is that when you wear many hats, social media platform usage needs to be used with a sense of responsibility. This should not have been the norm but that is what ?the world of communication is ?moving towards and many other people must learn fast. It is indeed true many people are ignorant of what purpose(s) social platforms were created to serve. But because social tools are ? now used as part of corporate ?communication antenal for many organizations, this kind of trend will continue to come up.

What lessons should we learn:

1. If you hold Executive position and you use social media: do note that what you say can be misinterpreted as the voice of your organization or employer. ?Using social media platform today comes with mischief (intentional and unintentional). Think before you press ‘enter’ button. Your opinion can be viewed from all angles of your daily life (friends, parent, lover, Executive, employee etc). While the same post had over 400 likes, the negative comments (90% of 742 comments and 342 share ) might have defeated the aim of the post.

2. When your opinion is miscontrued: Learn to clarify as fast as possible. This is what Mr. Bayo Onanuga had done well. Despite this, one still note majority of the 347 comments had shown many of his so called friends are not satisfied. But we must note also that at least his explanation had gotten 247 likes and 87 shares.

3. Never show bitterness/anger: ?a person who is going somewhere should not be reactive but proactive. Learn to forgive people irrespective of their disposition to your opinion. ?Never allow people to dictate what you should do or control your emotion. That is not a life worth living. In everything, we have seen Mr. Onanuga ‘ s maturity demonstrated thoroughly. He did not allow other people’s attitude, bad manner to dictate his choice of language. This is where many people would have missed it big deal.

4. Move on, learn the lesson: There is one other great strategy Mr. ?Onanuga applied. He did not delete  his opinion or deleted any of the abusive replies. One is so sure many of those who replied will one day delete their own comments. Instead of letting the post be the last for the day, ?he tactically translated into other conversations. Do not stay on the same spot, keep up with new posts which will shift attention.

5. Put a caveat : If you occupy any corporate position, it will be wise today to state categorically ‘opinions expressed here are mine’ and not that of the organization I work for’.

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