Ugandan marketing and media strategist J.K. Kazoora has issued a sharp warning to Chief of Defence Forces Gen Muhoozi Kainerugaba, saying his current social media approach risks weakening the influence he has built online.Kazoora was reacting to Gen Muhoozi’s recent posts about the arrest of Kampala Lord Mayor Erias Lukwago, arguing that the handling of the situation exposed gaps in his digital strategy.
He said Muhoozi’s communication team appears to be operating with an outdated mindset, noting that social media dynamics have changed drastically in recent years and now require more strategic precision than controversy-driven content.
According to Kazoora, the general’s earlier rise in online visibility was largely driven by provocative posts involving global celebrities and regional political commentary, which at the time attracted massive attention and rapid follower growth.
However, he explained that the digital landscape has shifted toward algorithm-based engagement, where platforms prioritize user interest and content relevance rather than viral controversy alone.Kazoora singled out the decision to post images of Erias Lukwago following his arrest as a critical miscalculation, warning that it could damage perception among audiences who hold the opposition figure in high regard.
He added that such actions risk backfiring politically and socially, especially in an environment where public sentiment and identity affiliations play a major role in shaping online reactions.Despite Gen Muhoozi’s large following on X, Kazoora noted that his growth has plateaued compared to other major political and media accounts, suggesting a need for a complete rethink of his digital communication strategy.
