Social Media: The Key to Modern Public Awareness Campaigns

Author Dania Shoaib, Art in Tanzania, intern

Location:  📍 Tanzania

Income Group: Low Income

Tanzania is the largest East African country known for its vast wilderness areas. It is located on the eastern coast of Africa, with an Indian Ocean coastline, and Kenya, Uganda, Burundi, the Democratic Republic of the Congo, and more are its geographical neighbouring countries.

In this era when technology is advancing, and inventions are skyrocketing with every passing day, it is important to consider how education can bring profound change in the least developed country like Tanzania. According to a 2022 World Bank report, the country has an average population of 65.5 million, out of which the youth form over 12 million of the total count.

Innovation is the key to invention. The adolescents and their number increasing at a fast rate must not be left behind as the “Summary Report of British Council 2016” tells:

“The research we conducted for the project shows that young Tanzanians are energetic, confident, and eager to contribute to their country’s development”.

Despite issues prevailing among Tanzanians, such as poverty, ignorance, lack of funding, and environmental imbalances, public education is a must to help build an economically and industrially stronger country.

Diving into the general aspects of the Tanzanian education sector, the public education provision in this country focuses more on primary education than on secondary and higher education due to the poverty that has taken a strong hold on the masses. Fig 1 from “Data source: UNESCO Institute for Statistics” shows the age group associated with the respective educational groups, like many countries worldwide.

The system is structured so that the primary school cycle lasts 7 years, the lower secondary lasts 4 years, and the upper secondary lasts 2 years. Tanzania has a total of 11,236,000 pupils enrolled in primary and secondary education.

About 9,316,000 (83%) of these pupils are enrolled in primary education.

Fig 2 depicts, via a pie chart, the ratio of students enrolled in the three sectors of Tanzania’s education system.

Although youth in this age group may still be in school and working towards their educational goals, it is notable that approximately 11% of youth have no formal education and 15% have attained at most incomplete primary education, meaning that in total, 26% of 15–24 year-olds have not completed primary education in Tanzania.

In Fig 3, the percentage of out-of-school children in a country shows the proportion of children who are not currently participating in the education system and who are, therefore, missing out on the benefits of school. In Tanzania, 17% of children of official primary school age are out of school.

Many studies have been conducted regarding the percentage proportion of the youth enrolled in public schools and the teachers available to address the large number of students across the country.

Boosting Education through Social Media.

Social media is changing the game for education in Tanzania. Platforms like Facebook, Twitter, and WhatsApp make it easier for teachers and students to connect and share resources. These tools are especially helpful in remote areas, where access to quality educational materials can be tough. With social media, teachers can share lessons and answer questions in real time, making learning more interactive and immediate.

Furthermore, other scholars further assert that, if used correctly, social media can help universities share information and build relationships with various audiences. From recruiting new students and faculty to raising money to diffusing incidents and situations—leveraging Twitter, Facebook, LinkedIn, and other networks are powerful communication tools. Moreover, engaging with social media as a higher education marketing tool is an attractive proposition because of positive past experiences in the business sector on the effects of social media marketing and the high social media adoption rates by the younger generation. It is also argued that using social media in higher learning institutions improves customer engagement and communications and increases brand loyalty.

It is reasonable to assume that engagement with social media applications as part of university marketing could increase enrolment numbers and help prospective students make better-informed decisions regarding their study choices and university selection.

• Social Media’s Role in Promoting Tanzanian Universities

In the face of growing competition, social media platforms offer Tanzanian universities a cost-effective way to promote their activities, products, and services, reaching a wider audience, especially among the youth. Despite the increasing number of Tanzanians, particularly young people, joining social media, research indicates that only a minority of universities effectively leverage these platforms to enhance their visibility and position themselves strategically.

Most research on academic social media usage comes from developed countries, with limited studies focusing on developing countries like Tanzania. There is also uncertainty about how well these institutions utilize social media’s full potential, as there is no reliable data on its effectiveness in boosting enrollment or institutional value. This study aims to investigate the applications of social media in promotional activities at Tanzanian higher learning institutions, addressing the following questions:

1. To what extent is social media used for promotional activities in higher learning institutions in Tanzania?
2. How effective is social media in promoting these institutions?
3. What challenges do higher learning institutions in Tanzania face when using social media for promotion?

Awareness-Driven Upliftment of Education in Tanzania.

Awareness is the first step towards making a meaningful impact on education in Tanzania.

By understanding the challenges and opportunities within the Tanzanian educational system, people outside the country can find effective ways to contribute. Social media platforms, international organizations, and educational NGOs provide extensive information about ongoing projects and the needs of Tanzanian schools and students. Following these organizations, sharing their posts, and participating in online discussions can help raise awareness and amplify their messages to a broader audience.

For those looking to take direct action, there are several avenues to explore. Many international NGOs and educational charities, such as the Global Partnership for Education and the Tanzania Education Fund, welcome donations that go towards building schools, supplying educational materials, and funding scholarships.

Websites like GlobalGiving and GoFundMe also host various educational projects in Tanzania, making it easy to contribute financially. Volunteering is another impactful way to get involved. Organizations often seek volunteers to teach, train local educators, or assist with school construction projects.

Programs like WorldTeach and Projects Abroad offer structured volunteer opportunities, providing

support and guidance throughout the process.

By raising awareness and taking action through donations and volunteering, individuals around the world can help uplift education in Tanzania. These contributions not only provide immediate assistance but also foster long-term development and sustainability, ensuring that Tanzanian children receive the quality education they deserve.