As social media terms increasingly become part of the vernacular (“unfriend,” the act of deleting a person from one’s list of acquaintances on Facebook, was even named the New Oxford American Dictionary’s ‘Word of the Year’), some of Pakistan’s big names are cashing in. Last month, former President Pervez Musharraf set up his very own Facebook page, so far garnering (by my last login) 33,277 fans. To further affirm the officialdom of his page, Mushy <insert PR team> even uploaded a video, discussing his motivations behind joining said Facebook. He said, “I’ve seen with all my interactions, particularly with the youth…that [they] are extremely concerned and disturbed with what is happening in Pakistan…and what is the future of Pakistan…this got me thinking how I could contribute my bit to quench their thirst.”
I have long been intrigued by the social media phenomenon, and the real versus imagined benefit they bring, [see related piece for Dawn]. Facebook currently boasts more than 300 million active users with about 70% located outside the United States. In Pakistan, it is one of the most popular social networking websites and, as of October 16, 2009, there were approximately 1,094,040 active users. Although this number is relatively high, these users constitute a small percentage of Pakistan’s population – namely those who are literate, speak English (to varying degrees) and own/use computers. Moreover, the transnational nature of these online mediums mean that websites like Facebook can also act as a bridge, bringing Pakistanis (or people of Pakistani origin) living abroad into the same forum as Pakistanis living in the country, fostering an interesting “supranational” dynamic.
This demographic appears to be Musharraf’s target audience on Facebook, who are now part of a far more “democratic” dialogue than many were afforded under his emergency rule. While I laud efforts that allow Pakistanis better access to current and former leaders, I also question their purpose. What is the logic behind initiating this dialogue now and what tangible purpose does it serve, particularly since those who use Facebook are not necessarily the same people who turn up at the polls?
It could be that Musharraf is just trying to remain relevant, and he is attempting to do so by engaging young Pakistanis at home and abroad. While memories of his last year in power are arguably still fresh, the cyclical nature of Pakistan’s politicians does allow for constant rebranding and reinvention.
In fact, RehmanMalik.com could stand to take a few pointers from said PR exercise – especially since “a welcome massage” may not be welcomed by all. No indeed.
Musharraf: “I have joined Facebook. You must have seen it on TV.” #extremistshavebecomeveryextreme
Hahaha…RM is a bigger douche than Mushy. But Mushy’s pretty bad.
A good way to connect to his votebank but in the end, as you stated it’s only a small fraction. Now Imran Khan has got it down. SMS text messages are a better way to get in touch and PTI is working on that.
I didn’t know about PTI’s SMS campaign – what exactly are they SMS’ing?
[...] Last month, former President Pervez Musharraf set up his very own […] Read more at: CHUP! – Changing Up Pakistan acquaintances, emergency rule, facebook, former president, intangible benefit, living in the [...]
As I said so on Twitter, he desperately needs to spice up the content, as the current stuff is cringe-worthy.
You are right in saying that it’s just an attempt to stay relevant. Even though there are people out there who actually deem his regime better than the current governmental structure, I’d say there’s barely any hope for him in Pakistani politics for the coming years i.e. unless PPP or PML(N), in one of their regular maneuvers, decide to take him in their fold.
Talk about self-promotion.
At least he doesn’t have a twitter account yet!
Speaking of that, Marvi Memon has a twitter account – http://www.twitter.com/marvimemon Despite how one may feel about the tweet content, I think the fact that a current MNA is tweeting is pretty interesting – offers some real-time insight we may not otherwise receive.
Mush is computer literate?
Something is not right here. Why are there hundreds upon hundreds of Pakistanis congratulating/idolizing Mush on his facebook page ? Many are even asking him to return to country.
I would have thought that the educated literate sections of Pak society are against him and see him as a constitution abusing dictator.
WTF is going on here ?
Well as far as I know, most of the educated literate sections of Pak society secretly support Musharraf and his vision but are too scared to confess it in public.
does he have the “poke” feature activated?
I guess ‘engaging constructively’ (as written on his page) means praising him relentlessly and begging him to return!
I do admit that I think it’s pretty neat that a lot of political leaders are using social media tools to engage with people that don’t necessarily have access to them.
Agreed! Have to give them an A for effort for that!
he’s already created such a mess in Pakistan, what exactly is he trying to do by creating a facebook account? perhaps he should use a facebook account for making a few real friends, rather than using it as a “fan page” marketing tool. oh wait, you have to already HAVE friends to add friends on facebook. that would certainly not work for him. hmmm, maybe he should use twitter, maybe he’ll make some new fake friends.
ps @reimas you crack me up.
More then 40K fans on his profile!! That is more then any other fan-page or group related to Pakistan on facebook. Hundreds upon hundreds of these fans are (very) actively commenting on his posts and notes.
I have to assume that these fans, if they are real people, are at least somewhat educated to be able to use facebook, communicate in English and are also politically aware and interested.
Does this imply that mush really has a very substantial support among the educated elites of Pakistan ?
Someone…anyone please explain what is going on here….curiosity is water-boarding the cat x-(
[...] political leaders like former President Pervez Musharraf also have a Facebook account now! Greater use of the internet along with growing public assertiveness might not resolve the crisis [...]
The “emergency” lasted a few weeks and nobody was hurt. Looking back all the fuss about it was just Pakistanis being emotional.
Musharraf’s interaction with the media and public was far greater than that of Zardari or Nawaz Sharif or any other so-called “democratic” leader.
Musharraf had accumulated 80,000 fans on Facebook however since past few days I have been unable to access his Facebook page. Probably some politician asked Facebook to take the page off, thats how much they are frightened of him.
And what is happening now…
Jammraa (Iftikhar choudry) is against democracy…
He said, ” I have got the power, so why not practice it”.
Still he does not know what would be the outcome, how he is destroying Pakistan.
Musharaf was a leader, and a nation take 50 years to get a leader, Pakistan was lucky, first we got Zulfiqaar ali butto, then his daughter Benazeer, and then Musharaf.