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Social media goes mainstream in SA

By: Michal Wronski and Arthur Goldstuck

South Africans have embraced social media as a core pillar of Internet activity in this country, along with e-mail, news and banking. MXit and Facebook lead the way in user numbers, while Twitter has seen the most dramatic growth in social networking in the past year, and BlackBerry Messenger is the fastest growing network in the second half of 2011.

These are among the key findings of a new study released today by Fuseware and World Wide Worx, entitled South African Social Media Landscape 2011.

“The question of how many South Africans use each of the major social networks comes up so often, it became a priority for us to pin down the numbers,” says Michal Wronski, Managing Director of information analysts Fuseware and co-author of the report. “The data was collected through a combination of Fuseware’s analysis of social network databases, information provided directly by social networks, and World Wide Worx’s consumer market research.”

An analysis of Fuseware’s extensive database of Twitter usage, in conjunction with World Wide Worx’s consumer market research, shows that there were 1,1-million Twitter users in South Africa in mid-2011. This is a 20-fold increase in a little more than a year.

“One of the drivers of growth of Twitter is the media obsession with the network,” says report co-author Arthur Goldstuck, managing director of World Wide Worx. “Most radio and TV personalities with large audiences are engaged in intensive campaigns to drive their listeners and viewers to both Twitter and Facebook. The former, coming off a very low base, is therefore seeing the greatest growth.”

As in the global environment, not all Twitter users are active users, with only 40% tweeting, but probably as many simply watching, following and using it as a breaking news service.

MXit remains the most popular social network in South Africa, with approximately 10-million active users. Its demographic mix runs counter to the popular media image of MXit as a teen-dominated environment. No less than 76% of the male user base of MXit and 73% of female users are aged 18 or over.

A surprising finding emerged from analysis of Facebook data. Of approximately 4.2-million Facebook users in South Africa by August 2011, only 3.2 million had visited the site in the year-to-date.

“This is partly a factor of many users moving on once the novelty of the site had worn off, as well as a result of the fickle nature of the youth market,” says Wronski. “Once BBM picked up significant traction in private schools, for example, many teenagers who had previously flocked to Facebook, opted for BBM’s greater immediacy.”

While LinkedIn, aimed at professional users, also reached the 1,1-million mark, it came off a far higher base – but still saw 83% growth of South African users from 2010 to 2011. Of these, 112 000 or 10% are business owners.

Consumer research analysed in the report revealed that future intention of usage of most social networks is strongly related to age. The younger the user, the greater the intention of usage.

“This is only one of many micro-trends shaping social networking,” says Goldstuck. “MXit, Facebook and BBM statistics illustrate, for example, that as social networks become more mainstream, their penetration within all age ranges deepens. This, in turn, will result in the continual flattening of the age curve as social networks mature.”

Embracing social media and the state of traditional media

News from the conference room: this is a series of blog posts in which blogging experts briefly review key Tech4Africa 2010 talks and panels from Day 1 and 2.

Day 2

There were 2 panel discussions that in my mind are related and the speakers are thought leaders, both online and offline. The first discussion was about social media and how beneficial it would be for large companies to embrace it for their growth. The second was: ‘Traditional Media Is Dead. Long Live Traditional Media’.
In essence the highly influential panelists answered some of the questions many of us have in mind about social and traditional media. For me, the relationship between traditional and social media in South Africa should be seen as one where the one supports the other.

Mike Stopforth (who was on the Social Media panel) rightly said “Perhaps social media is broader than a set of platforms we use on the web and how generally relate to each other.” In my mind there tends to be some unspoken, but very real, conflict between traditional media houses and content producers on the web. Whereas, there seems to be a place for both to exist, with quality content produced for either platform as a means to enable communication.

On the other hand Matthew Buckland quoted loosely said “A clear distinction has to be made between what traditional and new media, we have to look at what traditional media are and what they are not. There are different markets – developed and emerging – and space to thrive in different ways.”

Bringing it all together

The rise of social media – place great content – also means the business models behind traditional media have to be examined. In my opinion, the way we consume media and why I read a lot of blogs (interchangeable with great custom content) is because the content appeals to me.
There might be a great story on the Mail & Guardian, one that’s written to my appeal on Times LIVE but never a whole newspaper. Therefore, not enough for me to buy a newspaper when there is sufficient good content for me. Without tilting the scales unjustly in favor of the social web, I will say – as consumers – we are in search of custom products. People are looking for more of what interests them, not mass produced news or products.
Social media and blogs on the other hand, though they by no way replace good journalism, they need to be seen as a way that can sharpen journalists and advance traditional media. But instead of the same type of content that targets everyone being produced more, there has to be a way of approaching it in a way that appeals and targets a niche. After all, smaller players online are finding ways to do that they are constantly improving – though there is a lot of junk on the web as well.

Nutshells just got bigger

In a nutshell – with this post being that nutshell – I agree that there is space for traditional content and great quality journalism produced by traditional media houses. The “high and mighty” social media is only an enabler, not a replacement of traditional media.

Mongezi Mtati
http://www.mongezimtati.co.za/
@Mongezi

Clay Shirky on civic value and cognitive surplus

News from the conference room: this is a series of blog posts in which blogging experts briefly review key Tech4Africa 2010 talks and panels from Day 1 and 2.

Day 2

A few weeks ago when I signed up to Tech4Africa and started to feel the hype of Clay Shirky, I asked my bookshop for a copy of his latest book, Cognitive Surplus. Fortuitously, the day before the conference, they phoned and said it had arrived. I’m a bit of an avid reader and always have a pile of books next to my bed, but I generally go for novels and non-fiction. My work reading is mostly done online. Nevertheless, I thought I’d give this one a try – video’s of Clay Shirky seemed interesting enough.

Flipping through the pages after a rather hasty purchase, I got sucked in with his opening pages about the gin craze of London in the 1700’s. I had to drag myself away to answer my phone and get back to work. I was itching to get back to it. Shirky’s story of how “the sitcom” is our modern day “gin” is fascinating and makes you feel pretty sick about how much TV time you’ve wasted over the years. Don’t get me wrong, I’m not much of a couch potato myself, but there have been times where “the decision to watch TV often preceded what might be on at any given moment”.
Not sure about the African stats, but apparently Americans watch approximately 200 billion hours of TV a year. We’ve given up a lot of (previously social) free time to get sucked into passive, lonely, self absorbed behaviour.

Shirky’s ideas about “cognitive surplus” started when talking to a TV producer about Wikipedia and she asked him “where do people find the time?”. A pretty ludicrous question giving how much time people spend vegging on the couch in front of the TV. This got him thinking… “imagine treating the free time of the world’s educated citizenry as… a kind of cognitive surplus. How big would that surplus be?”.

Well, that’s the big question really. Instead of plopping down in front of the television every spare moment of the day, imagine if we started being more social (instead of surrogately social – read his book if you want to know what I’m talking about). Imagine if we spent more time chatting to friends and talking to our neighbors… ultimately building social capital. Just imagine what we could creatively achieve. The possibilities are limitless.

Clay Shirky began his keynote talk at Tech4Africa with an example of solving collective action dilemmas with collective solutions. He used the example of the pink chaddi campaign – a fabulous association of “loose, forward and pub-going women” (otherwise known as the pink chaddi campaign) who were responding to threats of violence against women in India by using online co-ordination to organise real world co-ordination and catalyse community action.

Shirky has gained notoriety about his concept of “cognitive surplus” which is based on two things – 1) cumulative free time and talents of connected world; plus 2) the ability to co-ordinate those talents. Here he linked up with what I’ve read in his book – highlighting the frightening amount of time we spend consuming media, especially TV, as opposed to engaging in useful projects such as creating Wikipedia projects.

His interest in “cognitive surplus” is in the potential social change that’s brought about by problems that we can take on in a coordinated way, that we simply would not have been able to do as unconnected individuals.

New forms of technology have changed the way we engage with media and each other. We used to spend all our time consuming. But now we have access to places where we don’t just consume, but we have devices that allow us to produce and to share. As technology become more broadly available, and as we get better at using it, the opportunities to use technology to organise for social purposes starts to increase. The pink chaddi campaign used humour (a social emotion) to bring people together and support social change.

The future question is not about technology. It’s about the social application of technology. What are we going to make of the technology?
There will always be the fun stuff like “lolcatz”… but what if we think about using the technology to solve some real life problems, to create civic value from cognitive surplus.

Shirky advises that in order to create successful “next big ideas” you need to start by allowing yourself to fail, learning from the failure and building on that to create success. Try, learn, and try again… “Lather, rinse, repeat”.

Samantha Fleming
http://afrosocialmedia.wordpress.com/
@afrosocialmedia

Day 2 opinions – Clarity seems key

News from the conference room: this is a series of blog posts in which blogging experts briefly review key Tech4Africa 2010 talks and panels from Day 1 and 2.

Day 2

Day 2 of the Tech4Africa conference showed a much more relaxed atmosphere shown very evidently in the casual attire of the attendees. It was started off with a great introduction by Marcel Klaasen re-iterating FNB’s commitment to startups and a couple of his view on the state of entrepreneurship in SA.

Soon to follow was a very informal and highly interactive session on Social Media. With the panel all dispising the title of Social Media Guru’s I could help but notice that they all are about as close as you could get… maybe their definition was skewed, but they all seemed to fit the mould of being able to effectively use Social Media to enhance a companies brand – IMHO I don’t know what else would constitute a guru. The topic tended to sit quite heavily in the philosophical side of the media and less on the local case studies. This could this be to the distinct lack of local case studies (Outside of Cell C) but an interesting angle would have been what types of Social Media wold work for different companies? There definitely seemed to be a heavy focus on Twitter and Facebook, but what of Youtube of Flickr?

At the end of the day, the “success” of your social media campaign depends more on the quality of your product and how honest you are with your customers. Apple was highlighted for various reasons, but I think that the case highlights a very interesting point on how to maximise on social media by not interacting. I would have loved to see this discussion between the panel and the audience continue for about 3 hours, just to see what path it would follow and where it would polarize. This method my produce more concrete outcomes and more clearly highlight the relevant points.

The second talk was very different but just as interesting as the panel had taken a well known site and redesigned it. They led us through the very interesting process resulting in a much more effective site layout and flow. Although it was a great concept and they will give the content generated to Payfine.co.za to use as they will, it could have been taken a little further. Possibly with a bidding process by companies and the final product being sold to the company of choice with some of the funds going into sponsorship for the event. it could add a whole new level of hype.

Find here the slides of the presentation “How we redesigned PayFine.co.za, and why you need to know”.

Traditional media as a hotly contested topic was an interesting talk. Mostly due to the lack of continuity in definitions for the terms, with few points that they did agree on Bing that journalism is not only writing. It is all the background research and reporting that goes on. The Traditional Media model of finding a way to make revenue from any means possible and use that revenue to fund the journalism side. Apparently tablets will save Traditional Media by providing a more sexy, appealing way for us to receive verified news.

With a keynote by Clay Shirky to follow and then the afternoon session on entrepreneurship, startups and funding I’m really looking forward to what the last quarter of T4A 2010 has to offer.

Roger Norton
www.rogernorton.net
@rogernort

Content, conversation, community – Social media is about people

News from the conference room: this is a series of blog posts in which blogging experts briefly review key Tech4Africa 2010 talks and panels from Day 1 and 2.

Day 2

Social media is about being genuine. The buzz of “social media” has created a pool of people calling themselves social media gurus, experts, mavens, you name it. This frenzy and popularity, still largely in the IT bubble (and where it spills over) creates a layered conversation of buzz words that ultimately alienates people. Since social media is all about relationship and human connectivity, you need to be genuine so that people have something to connect with. Otherwise, you won’t attract many new clients or retain old ones.

Vibrant discussion in the Tech4Africa session crowdsourced the following best practices for companies wanting to be in the social media space (with thanks to Andy Hadfield on stage):

1) Listen first.
2) Don’t have shit products.
3) Focus on – Content. Collaboration. Community.
4) You can’t win every battle. Shake off the failures and learn from them.
5) Understand content, conversations, campaigns.
6) Understand your customers. Some want to buy. Some want to complain.
Some want to engage.

People have, rather obviously, been communicating since the beginning of time. We have given it a new name because we’ve gotten excited about how technology crosses old boundaries and allows us to talk to anyone, anywhere, anytime (provided they’re in the same online community that is).
The only new thing about communication is the technology involved.

Social media is about relationship, about people, about community. Online communities using social media to engage are just doing what humans have been doing for years – forming bonds with one another. The technology itself is almost irrelevant. It’s about how we talk to each other. “Social media just allows people to do what they would have done in the stone age if they had the Internet” (@afairweather).

For brands trying to work in this space they need to constantly remind themselves that social media is about people and about building relationship. That means portraying themselves as a human, not as a marketing brand.

Tips for how to behave online that came from the discussions:

* Be who you are.
* You don’t need to invent conversations – make a good product, put it out there and the buzz will happen if people like it.
* Live your brand.
* Don’t make the mistake of using marketing concepts to think about issues that are actually about people.

Rather than feeling forced onto platforms like Twitter and Facebook because “we should be there”, brands should be focusing on good quality content that creates conversation, and that results in a shared sense of community.

Samantha Fleming
http://afrosocialmedia.wordpress.com/
@afrosocialmedia

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