DAR ES SALAAM: A FEW years ago, citizens seeking answers from government institutions often had to travel long distances, queue in offices or rely on second-hand information to understand government programmes.
Today, a growing number of leaders are discovering that the fastest route to the people may be through a smartphone screen.
Among those embracing this shift is Minister for Community Development, Gender, Women and Special Groups, Dr Dorothy Gwajima, whose active use of social media has transformed digital platforms into channels for public engagement, civic education and problem-solving.
From responding to concerns raised by citizens online to explaining government programmes and opportunities available to vulnerable groups, Dr Gwajima has increasingly used social media to bring government services closer to the people they are intended to serve.
Her latest initiative, a nationwide public education programme conducted through TikTok LIVE sessions, reflects a growing recognition that leadership in the digital age requires more than issuing statements. It requires listening, interacting and responding directly to citizens.
On June 21, Dr Gwajima hosted the first session under the programme, focusing on economic empowerment opportunities for small-scale traders and special groups.
The two-hour live session, which ran from 4:00 am to 6:00 am, attracted 77,400 viewers from different parts of Tanzania and abroad.
Participants were given an opportunity to ask questions, share opinions and discuss issues affecting their livelihoods, demonstrating the growing appetite among citizens for direct interaction with leaders through digital platforms.
Speaking during the session, Dr Gwajima explained how government efforts to empower small scale traders originated from directives issued by President Samia Suluhu Hassan after meeting representatives of the group in January 2022 and listening to their challenges and priorities.
She said the government’s decision to formally recognise small-scale traders marked a turning point in ensuring the group receives coordinated support and access to economic opportunities.
Following the President’s directives, responsibility for coordinating programmes targeting small-scale traders was placed under the Ministry of Community Development, Gender, Women and Special Groups, which now oversees initiatives aimed at improving their welfare and economic empowerment.
The minister also used the platform to explain procedures for accessing loans through institutions that have signed agreements with the ministry.
She said applicants are required to complete application forms available through participating financial institutions, after which the applications are reviewed and verified before successful applicants receive funding or equipment depending on the type of support requested.
ALSO READ: TikTok won’t protect DMs with controversial privacy tech, saying it would put users at risk
The discussion highlighted one of the greatest strengths of social media as a governance tool—its ability to provide real-time information while allowing citizens to seek clarification directly from decision-makers.
Communication experts argue that social media is increasingly becoming an important instrument for public service delivery because it reduces the distance between leaders and citizens.
Through platforms such as TikTok, Instagram, Facebook and X, leaders can receive feedback instantly, identify emerging concerns and respond more quickly to issues affecting communities.
For ministries responsible for social welfare, women empowerment and community development, digital engagement can be particularly effective because it reaches women, youth and other groups that make up a significant share of social media users.
Dr Gwajima’s approach demonstrates how social media can move beyond publicity and become a practical tool for governance.
By combining public education with direct engagement, leaders can improve transparency, strengthen accountability and ensure that citizens understand programmes designed to improve their lives.
As Tanzania continues to embrace digital technologies, the experience of leaders such as Dr Gwajima suggests that effective leadership is increasingly measured not only by policies implemented, but also by how successfully leaders connect with the people they serve.
The minister said the TikTok LIVE sessions will continue regularly as part of the ministry’s strategy to educate the public, gather citizens’ views and provide information on economic opportunities and community development programmes.
The strong response recorded during the inaugural session indicates that social media is no longer simply a platform for communication. Increasingly, it is becoming a bridge between leaders and the communities they serve.