Man Crush Monday
Meet Ssuna Ronald, The Digital Guy Behind Capital FM’s Success Story on Social Media
If you’re obsessed with Capital FM’s hugely hilarious videos of Lucky and Gaetano dancing like they depend on it, then you’ve probably wondered who the guy behind the camera is. Not so? We had a chat with this mystery gentleman, who describes himself as an “introvert who won’t shut up”(surprisingly).
Ssuna is the head of digital at Capital Radio LTD, which is the parent company of Capital FM and Beat FM. Prior to this he was Head of Web/Social media at Channel 44. He is a graduate of Mass Communication from UCU Mukono.
We know that your job revolves around managing social media platforms. What does a social media manager do?
The role of a social media manager is to strategize, create and publish content for a particular brand on their social platforms. They are also charged with role of marketing this content, follow trends and also monitor conversations. There’s also the other bit of getting the pages verified. Basically the role is to be the online brand manager of the brand.
How long have you been at this?
6 years
What perks come with the job?
The best part is being the one to tell what the market wants because all conversations are now had online, and social media to be specific. This means that your word is pivotal in all the decisions the brand makes. This makes you some sort of thought leader, whose opinion is taken seriously. Lastly, if you’re good, this makes you stand out in a sea of social media managers. Because we aren’t so many. Actually, the best is being able to have internet data all the time. Data is like transport in your pocket.
Whose idea was it to start doing those hilarious videos of Gaetano and Lucky dancing like they depend on it?
It was a strategy I found here when I took over. The idea was to add a human element to the brand. Radio is such a mysterious industry. You listen and fall in love with people whose physical appearance you don’t know. My role was to change the narrative. Yes we’re doing all the dancing, but are you picking a thing or two from us?
Each show has different pages, so we have a strategy for every one of them. That makes it fun, because Malaika and Oulanya don’t dance.
Do you manage all the pages?
Yes I do, together with my assistant and a design team that works on the visuals.
What’s your experience shooting these videos? Do you sometimes feel like joining or even sharing your thoughts?
It’s always fun. Although I keep it professional because at the end of the day it is work. Away from all the shenanigans, I’m always learning. These are some of the best radio hosts in the country, with experience that rivals everything I know.
Appearing in the videos? Probably never. I’m a terrible dancer.
My favourite show on Capital FM is ‘The Over Drive’ Malaika and Oulanya. What’s yours?
I don’t have. I love all the shows equally, and give them undivided attention. We have a real cocktail; from sports, entertainment, news and even politics. It would be unfair of me to have a favourite.
What are some of your accomplishments working here?
In this job, success is measured by numbers. Our numbers have grown tremendously since I took over. We reach over 1.2 million people every day on Facebook alone. Our listeners are also having meaningful and mature conversations across our platforms. In the past, people thought radio was about music and nothing else. I’m really proud of what I’ve done here so far.
Away from work (radio and social media) how do you unwind?
I’m an introvert who never shuts up. I wonder why I’m not on radio already. I spend most of my evenings meeting people to have meaningful conversations. I also love to go to different restaurants to try out different cuisines. I do Netflix and Chill too. Otherwise, my laptop is my partner. I find a lot of comfort being online; reading, engaging, sharing and communicating.
Is social media making people get depressed?
Social media causes anxiety and creates entitlement. You have the whole world before your eyes. It’s impossible to not compare yourself to the people whose content you consume. That’s where the problem is. People need to know that no one shares their pains, struggles and failures. When it gets to likes, people feel the need to get so many likes and comments on their content plus followers. It’s almost impossible to not get depressed with all this.
This happened to me when I had just started out. Working in media seemed like a real bad idea. Everyone else was thriving, I was not. I kept comparing myself to them and this made me really depressed. I however bounced out of it fast. I realised that I got into this because I was passionate about it, nothing else. I’ve not looked back since.
Do you think Instagram killing the idea of likes and followers is going to curb this?
Definitely. Social media is about connecting and engaging. Not a popularity contest. Users need to relax. Kanye West started this conversation and I’m thrilled that Instagram listened. The trouble now is with influencers who use these ‘likes’ and ‘followers’ as value brands that partner with them get. They’re going to have to rethink their strategy.
What’s the future for you?
I wouldn’t mind a better opportunity, growing is part and parcel of what we do. I’d also like to create something that would put all the knowledge and experience I’ve gained these past few years to use. It wouldn’t be fair to leave it all here. I also see a media company of mine too.
This interview has been edited and condensed
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