South Africa is hardly an exception to how social media's widespread influence has changed the political scene in democracies throughout the world. Every election's complex web of social media has a long-lasting effect on voter participation, political campaigns, and the larger democratic conversation. Social media companies ought to take an active part, as elections are taking place in more than 20 African nations this year alone.

A new era of political involvement was made possible by the development of digital communication technology during South Africa's democratic transition. At this point, it's critical to comprehend the broad strokes of history that have defined the interaction between social media and politics in South Africa. To grasp the dynamics of online conversation, an examination of the most popular social media platforms in South African politics is necessary. The most widely used Meta products in South Africa are Facebook, Instagram, WhatsApp, and TikTok. Other products include X, a former Twitter platform, and are becoming more and more popular. All of them have developed into essential platforms for political communication, allowing voters, parties, and candidates to engage directly.

Political campaigns now use social media as a battlefield where parties and politicians compete for followers and attention. Unquestionably, everything matters, including the design of social media campaigns, the use of targeted advertising, and the techniques used to appeal to a range of groups. But social media now plays a bigger part than only promoting political campaigns; it's also a driving force behind civic involvement. platforms that promote voter registration, facilitate public discourse, and enable individuals to take an active role in the democratic process. Social media offers opportunity, but it also has the potential to cause chaos due to things like the propagation of false information, the effect of echo chambers, and the ability of social media platforms to exacerbate polarization.

Some examples worth delving into are:

The 2019 South African elections witnessed an unprecedented surge in digital campaigning. Political parties utilised Twitter threads, Facebook Live sessions, and Instagram stories to connect with voters. Hashtags became rallying points for supporters, amplifying campaign messages and shaping online narratives.

Social media has played a vital role in mobilizing young voters, with campaigns encouraging voter registration and providing platforms for open discussions on key political issues. Online spaces have become virtual town halls where citizens can voice their opinions and engage with political leaders.

The rise of misinformation on social media has raised concerns about its impact on electoral integrity. False narratives, deepfakes, and malicious campaigns have the potential to sway public opinion. Addressing these challenges requires collaboration between platforms, authorities, and civil society.

Online movements such as #FeesMustFall gained momentum through social media, sparking nationwide conversations on education reform. Hashtags like #VoteWisely have encouraged informed voting choices, reflecting the potential of online activism to drive real-world change.

Media companies can do the following during elections:

Foster faster turnaround times.

Monitor daily activities in conjunction with the IEC. Examples of emojis substitute for words.

Ensure political advertising is limited to safe and trusted sources.

Promote digital safety in virtual spaces.

Come together as social media houses and work collectively