These two questions pose a very important conversation about why technology conception is better off with the west, while its greatest consumption is best left to the east. Sure the population balance tips in this half's favor - which also has an impact on how quickly new tech get exposed and used faster, but then how come we are still more famous for negative publicity? It's probably because the kind of news we generate is more commonly about bad things happening to poor countries.
The Advent of Social Presence
The world has seen a significant impact of social media in the last few years, primarily because of revolutions, vanity, celebrities, stalker syndromes and the likes. These elements contribute to the growth & use of knowledge sharing tools, which by nature require more simplicity than their predecessors. Libraries are being digitized and marriages are being virtualized. We have a lot to keep up with, but making the tools cheaper means greater access to that very knowledge.
Keeping up means maintaining multiple digital identities, each of which requires staying current while continuously learning about new ones that we can pioneer. It's possible that this indicates a higher level of technology oriented curiosity in countries like Pakistan, but without the ability to conceive the innovation, or at least help the world find out that it exists here too. There have been some great hits with academics, applications, games and social awareness from this region in the recent past - making the need for sharing content more relevant now than ever before. With so much focus on what's happening here, a great opportunity opens up to create large waves of Good PR in tech, using Social Media.
This is where tele-density plays a vital role, as does access to internet. Living in yesterday's news of the world's technology adoption brings another interesting fact to light: Pakistan is still unclear on the future of technology and its role in economic alleviation. 3G technology is still the white elephant we notice every once in a while. Pakistan has the largest WiMAX (wireless broadband) network, which has paved the way for a new global dominion leader - LTE (Long term evolution) that only developed economies have invested in. These are the foundations of what makes technology adoption relevant with growth. Faster access to generating and consuming information makes the growth of tools far more possible. With the basic requirements fulfilled, there is a race to keep the top slot in tech (capped only by telecom infrastructure limitations).
Connecting the Connected (by hook or crook)
With nearly 60% of the population (over 100 million) powered by a mobile device, delivering and sharing information becomes very fast and effective, especially if you are looking for greater visibility. Someone once said, "You have more Facebook users in Pakistan than the entire population of Finland" (Wille Eerola). The evidence is clear and it's reflecting on our adoption of social media. Technology has paved the way for access to social communities because countries such as Pakistan have something to say and the only way to get it out fast, untethered and directly is through sharing with their communities. This is a simple example of why technology needs to stay current to keep the country ahead.
When compared with more developed countries, we tend to pair up our social media strategy with 'successful companies' around the world. Brands like Pringles, Coke, Nike, Starbucks and Virgin all define how we establish our use of social media. This use is often limited to how international methods can be tailored to local needs. These companies put a lot of marketing $$ behind their social media strategy, which also requires strategists better acquainted with how the space works; whether from a copywriting or a knowledge point of view. This adds a third element that is lacking in Pakistan, aside from expired tech infrastructure and standardized knowledge about the regions social media practice; belief in the need and importance of structured social media.
At an individual level, each of the connected citizens has their own belief about whether or not to be social (take the example of my wife and how she is not social), while using social media in very creative ways. The ones who are in a better position to make social media important are companies that find relevance in being online and can put some backbone into the space everyone is talking about.
Incidentally, companies here are beginning to do just that; they invest time, money and resources into becoming 'socially present' while adding to their existing public interfaces. Although many of them started by confusing social media as an ATL marketing tool, which only allows 1 way traffic, some were quick to realize how it really centers around 'conversations' with your consumer. This is the same consumer that makes up the 60% of digitally savvy mobile subscribers in a country of 180 million (give or take a few mil). By linking up with the booming communities online, social media friendly brands have begun to reap the fruit of patience (sabar ka phal as explained in my last article).
The Catalyst
There is another trinket that will help tie this all together: the introduction of prepaid mobile services was the greatest contributor to the sudden growth of mobile penetration. Prepaid services do not encourage retention or loyalty to a brand, but only provide basic access when choices are limited. Just by grabbing the chunk of accessible and connected consumers does not make social media an effective platform, there needs to be a strategy and purpose behind it all. Prepaid services only help create access, social media can't be a replacement of the same strategy online - to get more.
Stickiness comes from substance
Now, while companies (and individuals) in Pakistan learn to get online and focus on engagement over growth, it's time for international social media analysts to focus on this region and see how social media growth directly impacts awareness on a mass scale, in a way that even local authorities are intimidated (ref: repeated Facebook bans). There is interesting use of this communication medium in Pakistan and there is also now a need to make infographics and reports about it. If data access is required, plenty will be offered if interest is evident. By bringing structured attention, we may see local use mature. This is how the world can help a country like Pakistan 'level up' with international trends, giving untamed potential the opportunity to grow.
The remaining part of my article will have to come in another post, centering on what it means to empower millions in a developing economy with social media and limited guidance.
Zohare Haider is the head of corporate and digital communications at wi-tribe. He tweets as @JJBaybee.
Image courtesy of http://pakistaniat.com