IN an increasingly interconnected world, social media has become an undeniable force, shaping public discourse, driving economies and influencing daily lives.
For Pakistan, a nation with a flourishing youth population and rapidly expanding digital footprint, harnessing this power responsibly and productively is not merely an option, but an urgent necessity.
This article strongly advocates for the establishment of dedicated social media academies across the country, advising the government of Pakistan in particular and other governments in general, to invest in this crucial initiative.
Such academies will be instrumental in fostering responsible social media use, catalysing content creation that addresses societal importancealigned with the national needs and social values and ultimately, boosting individual and national revenue and reserves.
Pakistan’s social media landscape is vast and dynamic.
As of January 2025, the country boasts approximately 66.9 million active social media users, representing 26.4% of the total population.
This figure is significant, with YouTube having 55.9 million users and Facebook’s ad reach growing by 11% between January 2024 and January 2025.
The sheer volume of engagement presents both immense opportunities and considerable risks.
Misinformation, cyberbullying and the spread of harmful content are persistent challenges that undermine social cohesion and individual well-being.
This is where social media academies can play a transformative role.
These institutions would not merely focus on technical skills, but cultivate a holistic understanding of the digital sphere.
This can be done by equipping individuals with the knowledge and ethics to navigate online spaces safely, identify fake news, understand privacy implications and combat cyberbullying.
This includes promoting media and information literacy (MIL), a critical need highlighted by recent government discussions.
The mandate of the social media academies may also include to train the youth manpower to produce high-quality, engaging and constructive content.
This goes beyond mere entertainment, focusing on how social media can be a powerful tool for social good.
Imagine a new generation of content creators tackling issues like climate change, public health awareness, education reform, or promoting cultural heritage through compelling narratives.
Likewise, imparting skills in digital marketing, community management, content monetization strategies (e.g., through advertising, sponsorships, direct sales) and building personal and professional brands may be considered as other areas of importance.
This is crucial not only for unlocking the economic potential but also for the training about the responsible use of social media.
The economic implications are profound.
Globally, the creator economy is a multi-billion-dollar industry.
While exact figures for Pakistan’s social media content creators are still emerging, the potential for growth is enormous.
By empowering individuals to create valuable content and effectively monetize it, these academies can: increase individual income, boost national revenue and reserves and can foster innovation and entrepreneurship.
The proposed social media academies would offer a specialized, in-depth approach, moving beyond basic literacy to advanced content creation, ethical practices and economic empowerment.
For Pakistan and other developing nations, investing in social media academies is an investment in human capital and future prosperity.
It is about transforming a perceived challenge into a powerful engine for social progress and economic growth, ensuring that the digital generation is not just a consumer of content, but a responsible, creative and prosperous contributor to the national and global digital landscape.
The time to act is now.
The establishment of social media academies requires a collaborative effort between government, educational institutions and industry experts.
By investing in this crucial area, Pakistan and indeed any nation seeking to empower its youth and bolster its economy, can unlock the immense potential of social media for progress and prosperity.
It is time to shift the narrative from passive consumption to active, productive engagement, creating a future where digital literacy is the cornerstone of national development.
—The writer is a highly accomplished academic and researcher with extensive experience and expertise in computer science. (basit.shahzad@gmail.com)
