As World Social Media Day approaches, the article argues that Kenyan institutions, particularly in politics, often misunderstand social media's potential, mistaking digital presence for effective communication and volume for influence.

• Key sectors like corporate, development, and political are increasingly using digital platforms for storytelling.
• The article highlights how Gen Z effectively used social media to organize and influence discourse around the Finance Bill 2024.
• Effective social media communication relies on building communities, facilitating dialogue, and creating value that resonates with audiences' aspirations and concerns, rather than just broadcasting activities.