Comrade Owai Obo, the Special Assistant on New Media to the Deputy Governor of Cross River State and a prominent public affairs commentator, has issued a compelling call for a recalibration of how success and popularity are measured in the digital era.
In a thought-provoking advisory titled, “Never Allow Social Media Applause to Determine Your Popularity,” Obo, who is also a youth advocate, dissected the illusion of online validation and its pitfalls, especially for those in leadership and public service.
While acknowledging social media as a “powerful tool for communication, branding, and influence,” Obo warned that the addictive chase for likes, comments, and shares is a dangerous metric for true relevance. “The applause received online can be deceptive—short-lived, exaggerated, and sometimes completely disconnected from reality,” he stated.
With insider insight into digital strategy, he highlighted the manufactured nature of much online engagement. “Followers can be bought, engagement can be manipulated, and trends can be artificially amplified. Relying on such applause leads people to chase validation instead of value—optics instead of substance,” he cautioned.
He reserved his sternest warning for the political class, noting that the conflation of online hype with genuine public support is a critical vulnerability. “A politician who mistakes online praise for real-life support risks losing touch with the people. A trending hashtag cannot replace genuine grassroots connection, community engagement, or meaningful service,” Obo emphasized.
The heart of his message, however, was a poignant shift in perspective towards the often-silent majority, particularly in rural Cross River State. “A deeply emotional reminder lies in our rural communities—places where network signals are weak, smartphones are scarce, and many have never opened a social media app. Yet their hearts remain open. These are the people who may never ‘like’ your post, but they live with the impact of your decisions every day.”
Obo painted vivid, localized pictures to drive home his point, citing communities within the state:
· The elderly widow in Utuma Community, Biase LGA, whose tears of gratitude at a new borehole are a “form of applause far deeper than anything online.”
· The children in renovated schools whose joy is “measured in laughter, confidence, and renewed hope, not in emojis.”
· The farmers in Akamkpa or Obanliku who, after a medical outreach, “tell every neighbour about the help they received” with a sincerity no digital platform can replicate.
“These stories will never go viral, yet they represent the truest form of popularity—impact that touches lives, not timelines,” he asserted.
In his concluding advice, drawing from his dual role as a digital strategist and community advocate, Obo urged a balanced approach. “Social media should be seen as a tool, not a scoreboard. Use it to communicate, to inspire, to inform—but never to measure your worth or popularity. Real influence is earned in the hearts of people, not in the metrics of algorithms. Offline reputation—built through actions, results, and relationships—remains far more enduring than any online applause.”
© Owai Obo
Special Assistant on New Media to the Deputy Governor of Cross River State & Public Affairs Commentator.
