Controversial blogger Cyprian Nyakundi has criticised government-linked online trolls, accusing them of failing to influence public opinion despite allegedly benefiting from public resources.
Nyakundi argued that the effectiveness of online communication teams should be measured by their ability to shape conversations, build trust and influence how people understand government policies, rather than by the number of accounts involved in pushing certain messages.
He said the clearest indication of their lack of impact can be seen in the reactions under their posts, claiming that many Kenyans dismiss their messages, challenge their arguments and question the officials they seek to defend.
According to the blogger, the teams mistake online activity for genuine influence, believing that coordinated posts, repeated talking points and multiple accounts sharing similar messages can automatically change public perception.
He said real influence is demonstrated when people accept a message, share it independently and allow it to become part of wider public discussion, rather than through organised campaigns that appear forced.
Nyakundi claimed that many government-affiliated online accounts have become predictable, making it easier for users to identify their messaging patterns and the interests behind the communication.
He questioned the value of funding online teams whose messages allegedly fail to reach audiences beyond their own circles and whose approach often creates more criticism for the leaders they support.
The blogger argued that successful communication requires credibility and authenticity, saying that propaganda efforts fail when the public can easily identify coordinated campaigns and dismiss them as political messaging.
He added that once audiences recognise repeated scripts, paid accounts and organised attacks on critics, the communication strategy loses its intended impact.
Nyakundi further claimed that some online teams mainly interact among themselves by reposting similar content and praising each other while failing to convince ordinary citizens.
He challenged government ministries and officials to provide transparency on public-funded communication initiatives by revealing details such as contracts, salaries, responsibilities and measurable results.
According to him, if taxpayers’ money is being used for digital communication, the public should be shown evidence of campaigns conducted, audiences reached and improvements made in public awareness.
Nyakundi said communication teams should focus on explaining policies, responding to public concerns and building confidence in government institutions instead of relying on insults and political attacks.
He argued that a government already facing challenges in public trust risks further damaging its reputation by depending on online personalities who fail to persuade audiences outside their existing supporters.
The blogger said the issue is not only about ineffective messaging but also about whether taxpayers are funding communication strategies that do not deliver meaningful results.
He urged government officials to choose between professional communication teams that can engage the public effectively and online attackers whose main impact is increasing criticism against the leaders they represent.