There is no denying the influence that social networks and social media have on business. These resources are considered strategic business development tools that can –and should, be used to inform markets about services and company news, as well as build brands.
Social media platforms are used to generate leads and build relationships, which is critical to any sized operation, across any market or sector.
The African continent is no stranger to the world of social networking and relevance of social media.
The business decision maker today has a range of options to choose from, including Facebook, Google+, LinkedIn and Twitter, amongst others.
Research shows that the continent has played a key role in providing access to Facebook and driving traffic to the site.
Internet World Stats reports that the number of Facebook users in Africa in March 2011 was 27,414,240 and a year later, the figure stood at 40,205,580.
This represents penetration rates of 2,6% and 3,9% respectively.
The site states that in 2011 the total population for Africa stood at 1, 037, 524 with 139, 875, 242 Internet users. This represents 13,5% of the overall population and 6,2% of the world’s user population.
On 31 March 2012 there were 40, 205, 580 Facebook users on the continent.
The growth of social networking is exceptional. Facebook has surpassed the 900 million user mark and, in 2011, and users were uploading thirty-five hours of video to YouTube every minute.
Kissmetrics.com states that 2,5 billion photographs are uploaded to @Facebook each month.
A survey conducted by Portland Communications and Tweetminster called ‘How Africa Tweets’, revealed that respondents use Twitter primarily to interact socially, but also to monitor the news and search for employment opportunities.
According to the study South Africa is the continent’s most active country on Twitter, with approximately five million tweets during the fourth quarter of 2011. Kenya generated 2,5 million, followed by Nigeria with 1.65 million and Egypt with 1.21 million.
How do you leverage off this resource to boost your business? The following is an overview of important factors for decision makers to keep in mind to reinforce the social media strategy.
Establish presence across the social scene – but know that these are public domains
Each social website offers an instant, connected communication channel to the public. But be aware that information posted on these sites is then open to the public – it is a powerful force that must be closely monitored
Updated, relevant information is key
Content is king. Fresh, relevant and interesting content is critical to the credibility and sustainability of any presence on any website.
Interact with customers
Use features like polls, links to exclusive membership/subscriber facilities and banner ads to entice people to visit a company page or fan page on social site.
Know your business
Understand which audiences you are targeting. What are their requirements and what are they looking for? This will help to tailor the presence to suit the site and capitalise on the channel.
Give people a reason to follow you
It is important to post updates as often as possible. People will want to follow the business, but they need a reason – have regular, fresh content.
Use the search facilities on social websites to source and locate friends
This is an invaluable tool that is often overlooked. Social websites are primarily platforms to connect people – a business can locate customers, contacts, competitors etc. using the search engine.
Messages are good – personal messages are better
A follow up message from a business to a customer, on service, on the business, means a great deal. Try to incorporate as part of the strategy. Build the relationship, don’t necessarily punt the product or company.
Share knowledge
Use presence to offer training videos, tips and blogs about products and services, practical guides etc. that can go a long way to help building the company’s brand.
Consider the force that is multimedia
Having a social media presence is an automatic gateway to presence on a range of multi-media devices.
Always check – and re-check
It is important to remember to track the progress of public interest in your products/ service etc. on social networks. Discussion, debate and tweets are constant and demand a proactive approach to extract value, react or respond etc.
Chris Tredger
