Author Archive


Facebook For Business Marketing

Posted by: | Comments (0)

Facebook, the social networking tool is the latest continent

Louis Otieno, the general manager for Microsoft in Eastern and Southern Africa struck a very interesting chord in the first Chief Information Officers (CIOs) Breakfast meeting last week.
While making his presentation on “the technology trends to watch in 2010” he said Facebook, the social networking tool is the latest continent, albeit virtual.

Why does he say that?
He said Facebook has over 400 million users, 70 per cent of these are outside the US.
This number is larger than the US population standing at about 309 million. Interestingly this new continent has a very high population growth rate that sees nearly 20 million people becoming fans of pages each month.

Mr Otieno’s message to the CIOs was that they needed to leverage on the customers that this new continent brings; they need to develop systems that can harness the potential of the inhabitants of this new continent who play with a different set of rules. I thought this was a really interesting and thought provoking angle on the whole social networking arena. There are a lot of people on Facebook and other social networking sites in Kenya today.
Numbers are hard to come by but I get multiple invites of friends in Facebook, Twitter, and Linked every single day.

Not many of the local social networking users have built business ideas around them, but I can see efforts to do so especially from the marketing and media companies. At least all the big advertising companies in Nairobi have a social networking arm. Business owners around the world are beginning to see this new marketplace.
They are pulling in new clients, servicing current clients, and making money through the use of Facebook, Twitter, and Linkedin.

This attention to new technology greatly increases the image of the brand, provides faster and more effective service, and allows for a high-level of targeted marketing. Businesses are using Facebook to pull their fan base, customers, and potential customers together. Facebook provides tools that allow users to play videos and allow businesses to send marketing messages directly to targeted audiences.

One of the greatest benefits of utilising Facebook for business is its viral effect.
If any person becomes a “fan” of your page, a message is sent to all of that person’s friends telling them about it, providing a great channel to get your message out to many people over a short period of time.

Additionally, Facebook has added an analytics tool called Insight so that a business and even an individual can better understand the demographic of fans.

If your business currently does not have a Facebook fan page, now is the time to jump on the opportunity for maximum early exposure. And your CIO should be able to build a business case for this. If your business is not actively pursuing a social networking strategy, you are likely missing out on a huge opportunity to find the clients you want and to service the clients you already have.
Even if you do not have a target-sized marketing budget, there are many tactics you can use to help you increase business.

The new continent might turn out to be the only continent left on earth. Give it a shot.

Hare is a Director at African eDevelopment Resource Centre. Follow him on Twitter@hareharry

Categories : Social Media News
Comments (0)

Six Social Media Trends in 2010

Posted by: | Comments (0)

by David Armano

In 2009  we saw exponential growth of social media. According to Nielsen Online, Twitter alone grew 1,382% year-over-year in February, registering a total of just more than 7 million unique visitors in the US for the month. Meanwhile, Facebook continued to outpace MySpace. So what could social media look like in 2010? In 2010, social media will get even more popular, more mobile, and more exclusive — at least, that’s my guess. What are the near-term trends we could see as soon as next year? In no particular order:

1. Social media begins to look less social
With groups, lists and niche networks becoming more popular, networks could begin to feel more "exclusive." Not everyone can fit on someone’s newly created Twitter list and as networks begin to fill with noise, it’s likely that user behavior such as "hiding" the hyperactive updaters that appear in your Facebook news feed may become more common. Perhaps it’s not actually less social, but it might seem that way as we all come to terms with getting value out of our networks — while filtering out the clutter.

2. Corporations look to scale
There are relatively few big companies that have scaled social initiatives beyond one-off marketing or communications initiatives. Best Buy’s Twelpforce leverages hundreds of employees who provide customer support on Twitter. The employees are managed through a custom built system that keeps track of who participates. This is a sign of things to come over the next year as more companies look to uncover cost savings or serve customers more effectively through leveraging social technology.

3. Social business becomes serious play
Relatively new networks such as Foursquare are touted for the focus on making networked activity local and mobile. However, it also has a game-like quality to it which brings out the competitor in the user. Participants are incentivized and rewarded through higher participation levels. And push technology is there to remind you that your friends are one step away from stealing your coveted "mayorship." As businesses look to incentivize activity within their internal or external networks, they may include carrots that encourage a bit of friendly competition.

4. Your company will have a social media policy (and it might actually be enforced)
If the company you work for doesn’t already have a social media policy in place with specific rules of engagement across multiple networks, it just might in the next year. From how to conduct yourself as an employee to what’s considered competition, it’s likely that you’ll see something formalized about how the company views social media and your participation in it.

5. Mobile becomes a social media lifeline
With approximately 70 percent of organizations banning social networks and, simultaneously, sales of smartphones on the rise, it’s likely that employees will seek to feed their social media addictions on their mobile devices. What used to be cigarette breaks could turn into "social media breaks" as long as there is a clear signal and IT isn’t looking. As a result, we may see more and/or better mobile versions of our favorite social drug of choice.

6. Sharing no longer means e-mail
The New York Times iPhone application recently added sharing functionality which allows a user to easily broadcast an article across networks such as Facebook and Twitter. Many websites already support this functionality, but it’s likely that we will see an increase in user behavior as it becomes more mainstream for people to share with networks what they used to do with e-mail lists. And content providers will be all too happy to help them distribute any way they choose.

These are a few emerging trends that come to my mind — I’m interested to hear what you think as well, so please weigh in with your own thoughts. Where do you see social media going next?

Categories : Social Media News
Comments (0)