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[STORIFIED] Social Media: Where is Africa? #SMDayAfrica

Yes! Digital and social media is growing globally, but where is Africa on the social media map?

This was the focus of the first session – “Social Media: Where is Africa?” of the maiden Social Media Day Africa celebration.

If you missed the session, here is a storified version of the TweetChat with Social Media Consultant, Chioma  Chuka; Winner, #SMAA Twitter Handle of Year Award, Jimi Tewe and the African Media Initiative, AMI. The session was moderated by #SMAA’s Startup of the Year Winner, AdForumCo.

ENJOY…Social Media: Where is Africa? #SMDayAfrica

Tayo Elegbede
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June 30 is, annually, commemorated as the World Social Media Day. This day brings to the fore the realities of a growing global community of diverse individuals who are wirelessly wired.

The Social Media Day was launched by an organisation called Mashable, a digital technology company, in 2010 to recognize and celebrate social media’s impact on global communication. While every day is essentially a social media day, today marks the sixth celebration.

Facebook, Twitter, WhatsApp, BBM, Instagram and a host of other social networking platforms are a next to none work or playground for both tech-savvy and non-tech-savvy individuals across the world to explore their lives.

Daily, these networking platforms record a high number of new users, thereby keeping the social media space ever busy with restive timelines.

For sure, the impact of social media, though a relatively — growing space when we focus on the African continent, cannot, and should not be undermined. Social media are growing with Africa and vice-versa.

With over 110 million active social media subscribers and 300 million active Internet users, social media are literally influencing every facet of Africa’s livelihood. This is most notable in ecommerce, online entertainment and civic engagements. They complement the traditional media, thereby forming an outstanding convergence.

The continent also boasts over 700 million mobile phones. Little wonder Africa is referred to as the mobile continent.

For the many benefits enjoyed thus far by the people — and the envisaged ones — the Social Media Africa Initiative, parent initiative to the Social Media Awards Africa #SMAA, is hosting a continent-wide virtual event to, among others, venerate the 2015 Social Media Day from an African perspective.

The Social Media Day has never been celebrated in Africa and an all-day TweetMeet to deliberate on Social Media appreciation, relevance and the African reality (eCommerce, Entertainment & Creative Industry, Governance and Leadership, Banking, amongst others) has been planned. The event will also feature interesting meet-up sessions and historical review of the growth and evolution of social media in Africa.

The TweetMeet is segmented into seven sessions, with each running for an average of two hours. Each session will be moderated by a proficient social media personality while having at least two competent individuals as guests to examine each subject. Questions, interventions and other engagements will not be exclusive to the moderator as members of the public are expected to contribute.

During the TweetMeet, Africa’s best from across the online and offline will engage diverse issues of interest.


The growing reality of social media in Africa leaves the continent with no option but to join the global celebration to evaluate the impact of ever-changing communication while looking forward to harnessing the dividends of the process for the benefit of Africa.

For individuals and organisations that have embraced digital technology and social media, they can join in the global celebration from any part of the world.

First, you can join the global trend via the hashtag #SMDay as well as the Africa hashtag – #SMDayAfrica.

Many leading social media organisations like Mashable and Social Media Africa Initiative have free ‘toolkits’ for individuals and organisations to download and use before and during the celebration.

Another key component of the celebration is a promotional campaign by individuals and organisations through their social media accounts and blogs. By doing this, you will be recognised as an authority in the social media space.

Thirdly, you can take and share pictures of yourself and your team members carrying posters with inscriptions such as happy Social Media Day, Social Media Day Africa, We love social media, among other creative lines.

As Africa celebrates the 2015 Social Media Day, some pertinent issues come to mind, which both users and industry experts must make conscious efforts to address. Some of the challenges are digital illiteracy, cyber security and identity theft. The challenges confronting the African social media and, indeed, the cyberspace are enormously daunting.

It is, however, hoped that with the conscious efforts by policy makers, industry experts and social media influencers, some of the challenges will be addressed. Addressing them is critical to unlocking the potential of social media and making them serve the need of the continent.

Wherever you live, you join the conversation cum celebration on Twitter via #SMDayAfrica. Global hashtag is #SMDay.

Happy Social Media Day!

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How Often Should You Post on Facebook?


How often should you post to your business’ Facebook Page?

“It depends.” Hmph. Not the definitive answer most people want.

Truth is, this response isn’t wrong, as frustrating as it is. It does depend — on your followers’ age range, interests, Facebook habits, and so on. But that doesn’t mean we can’t glean some valuable insights on how post frequency affects clickthrough rate.

This frequency discussion becomes all the more important when you look at the current state of competition on the News Feed. When your followers log in to Facebook, they’re getting hit with a ton of content. According to Facebook Engineering Manager Lars Backstrom, 1,500 possible stories from friends and Pages like are filtered per day on an average Facebook user’s News Feed. And most people don’t spend enough time scrolling through to see them all.

So, does that mean posting more frequently will help you reach more people? To help answer this question, we pulled some Facebook data from HubSpot’s 13,500+ customers. Let’s take a quick look at how the number of monthly Facebook posts our customers published impacted clicks per post. This will give you a frame of reference for how your Facebook posts should perform based on how often you’re publishing.

How Does Posting Frequency Affect Clicks Per Post?

The chart below shows how the number of Facebook posts our customers published every month affected the number of indexed clicks on each post. The data is organized by the number of followers a business Page has. When reading this graph, keep in mind that the Y-axis represents clicks per post, not clicks in total.


We found that organizations with more Facebook followers tend to get more interaction with each of their posts. Pages with over 10,000 followers were the only ones for whom posting more often increased the number of clicks per post. For business Pages with 10,001+ followers, clicks per post peaked at between 31 – 60 posts per month. When these companies posted more than 61 times per month, clicks per post didn’t increase significantly from when they were posting 1 – 5 times per month.

For organizations with fewer than 10,000 followers, however, the more often they posted to Facebook, the fewer clicks per post they received. Companies with less than 10,000 followers that post more than 60 times a month receive 60% fewer clicks per post than those companies that post 5 or fewer times a month. There was one, small exception: Pages with between 1 – 200 followers saw a small increase in clicks per post when they posted 61+ times per month compared to the 31 – 60 post bracket. But this is nowhere near the engagement as the 1 – 5 monthly post group.

Takeaways for Marketers

Why does this happen? As the amount of content coming from Pages has increased, so has the competition to appear on consumers’ News Feeds. In other words, Facebook posts coming from Pages are becoming less and less visible in that competitive News Feed. The result? A decline in organic reach that leads to fewer clicks per post.

The biggest takeaway here is this: Don’t overwhelm your customers with content on Facebook, and be selective about what you’re publishing. In other words, spend more timecrafting better Facebook posts, and less time crafting a lot of Facebook posts.

You’ll also want to target your content to a specific audience (and maybe even experiment with Facebook’s targeting options). People are more likely to click on posts that are relevant to their interests and needs. As my colleague Shannon Johnson wrote, “The goal is no longer to spray and pray — it’s to get as much interaction from a single post as possible.”

Source: BlogHubspot

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For most social networks, the 25-34 age group has control, but not by much. Facebook, Google+, Twitter, Instagram, and Pinterest fall into this category. Millennials age 18-24 consist of the most users on SmapChat, Vine, and Tumblr. LinkedIn is the odd-one out, with 35-44 year olds leading the way.


What marketers should take away from this chart is the content they push out on each social network should relate to its key demographic. Posting the same copy and link on twitter does not mean it will perform the same on Facebook or LinkedIn. Businesses should also be inspired by this chart to think outside the box and create content that different age groups will enjoy. There are ways for even the most boring companies to produce engaging content. Yes, even on Vine and SnapChat too!

This also might show marketers that the 65+ crowd is not too strong on social. Rather than spend the time and money to reach 65+ individuals, perhaps other marketing efforts, such as direct mail or email newsletters, are the best option. At the very least, this chart should make marketers think twice about the content they are producing, the channels they are using, and the types of users each social network has.

Source : SocialMediaWeek


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Has The Digital Video Ecosystem Changed For Good?

The digital landscape is developing at an incredible pace and has been for some time. We’ve witnessed major shifts over the last two years in just about every facet of online video, but particularly in video consumption habits. With the introduction of mobile-first platforms like Vine and Snapchat, YouTube is no longer the go-to destination for online video. Similarly, the days of the lone blockbuster online video have been and gone; now, watercooler moments and massive viral spreads are becoming more and more common. Historically these hits all belonged to YouTube, but now the rapid shift to mobile video has left the Google platform a little out in the cold.

Over 300 hours of video are uploaded to YouTube every minute, and that’s from a service where video engagement is likely on the decline. In fact, according to the WSJ, YouTube isn’t making Google any money. The engagement drop is partly thanks to Facebook, who recorded some impressive video stats in 2014, including the fact that 65% of all Facebook Video views are now taking place on mobile. 2015 is set to be the year that YouTube either steps up or steps aside. The opportunities of the online video market have become so apparent recently that Twitter, already the owner of a uber-popular video service, Vine, has just launched its own native video product in an attempt to grab a slice of the lucrative video market.

Whilst the numbers associated with YouTube are still mammoth, consumers’ interaction with the service have fundamentally changed. Following in the footsteps of parent company Google, YouTube has become the search engine for video. Viewing statistics continue to soar on YouTube, but more active forms of audience engagement, the kinds that get brands excited, are on the decrease. Users are simply sharing fewer YouTube videos across their social networks.

This is where Facebook Video hits hard. The platform makes content super shareable but in an entirely new way. When a user engages with a video be it by liking, commenting or sharing within a feed, the content is shown to a selection of the engaging user’s friends, rapidly boosting the viral spread of a video. This is an area YouTube really can’t compete in. YouTube is now predominantly a search destination and there’s plenty of real life evidence of this. Here’s just one example:

The Super Bowl, advertising’s biggest annual event, has just been and gone. Here advertisers pay north of $4.5M for a single 30-second ad slot. Whilst most ad spend goes on the aired TV spot, increasingly the exciting bit of the campaign is the social buzz online. What’s made this battle so exciting – besides the ad’s availability on YouTube, is the fact that these spots are shared across the social web, in many cases before the day of the Super Bowl. Nearly all advertisers this year decided that the aired TV spot would NOT act as the ad unveiling.

The days of water-cooler chats on Monday morning after game day are not over, but they’ve changed. Conversation sets alight as soon as the ad drops online. Links to the most popular videos pepper Twitter, Facebook and social feeds – everyone having their say on brand’s controversial, emotional and sometimes even hilarious ads. However, the rise of Facebook Video ads another layer. No longer do videos have to make their way to Facebook, after first being discovered on YouTube. They are now born on Facebook.

Takes this year’s big spot, Budweiser’s #BestBuds ad, launched on YouTube and for the first time on Facebook Video. Though it was the bookies’ early favourite to ‘win’ the ad battle, the numbers that follow may still surprise you.

Just 48 hours after launch, the YouTube instance of the spot had amassed 234,000 shares. That’s impressive by any video standards. However, the Facebook’s video player had attracted an astounding 899,000 shares over the same time period. That’s a difference of a hefty 285%.

This is what I alluded to before – YouTube has now become a video search engine while Facebook is the social hub for 1.3 Billion active users. With the sheer scale of YouTube videos now being uploaded per minute, it’s not hard to see why discovering good content organically by simply visiting has become such a challenge. You heavily rely on word of mouth, a link on an alternative social media platform or a reference to a YouTube video online. In other words, the very factors that Facebook thrives on.

But why are they sharing at such an astronomical rate? Surely it doesn’t matter where the video originates from. Simply, Facebook makes it easy to share a video in its native format. Facebook’s Edgerank algorithm develops rapidly and currently weights video engagement very highly. Any engagement you make with a video, whether it’s a ‘like’, comment or share counts as a positive interaction for Facebook and a good indicator that you and your friends want to see more videos like this.

Don’t get me wrong. I’m a huge fan of YouTube as a video service. I spend hours on there every week, it’s part of my job. Before I get too carried away and put YouTube, a platform with over 1 billion users on the digital shelf, let’s look at other reasons things might not be looking so peachy for the video platform.

There are real overheads to successful YouTube hits. And when I say hits, I mean ‘HITS’ or many millions, not videos that get reported in the news with a few hundred thousand views. Brands looking for cut-through have to spend big to stand a chance. While it’s an awesome place to build a brand, it’s also a horrible place to build a business. If you’re a successful content creator on YouTube, they take a whopping cut of your success. On the other side, if you’re an advertiser it can be very expensive to reach a large, relevant audience. Whilst the likes of Old Spice Man, Poo-Pourri and Dollar Shave Club have had huge brand awareness success using the service, global brands have spent spectacular sums to try and replicate these fortunate brands. Times have changed. To capture attention in this rapidly developing market, video advertising requires a new approach. Now more than ever.

Rather than honing in on YouTube, your effort and attention is much better spent diversified across Facebook Video, Vine, Instagram, Snapchat and the Open Web, in general. After all, YouTube only equates to roughly 25% of video views online, leaving 75% up for grabs on the Open Web.

Furthermore, brands should consider shifting to metrics like ‘minutes watched’ or ‘shares’ as superior measures of branded video success. Many large publishers are already analysing these sorts of metrics as part of their own content development.

YouTube is a platform that lives and dies on one key metric, views. Whilst this has sufficed over the last decade, questions now have to be asked, especially when you can buy views online as easily as buying a new book from Amazon. As a result, both advertisers and viewers have become disillusioned with the efficacy of this metric as a total measure of success. Without accurate figures on broader engagement, a platform begins to stagnate. All that awaits in this current scenario is a whole load of lacklustre content, being promoted desperately by brands looking for attention – and that’s bad news for everyone.

Source: LinkedIn

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Your Mileage May Vary: How Often You Should Post to Social Media

1 minute read


Have you ever woken up in a cold sweat in the middle of the night wondering exactly how many posts you should be making to Pinterest to get the most engagement, or why you shouldn’t be make more than three tweets per day?

Ok, that may just be another thing that only keeps me up at night, but knowing exactly how many Facebook posts you should make per day is endlessly fascinating (and useful) information to most people who are active on social media.

So, to make all this data digestible and easy to understand, we partnered with our awesome friends over at Buffer to produce an infographic that shows the ideal posting number for all the major social media networks. Check it out below!


Source: SumAll

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Here They Are: Winners of The Social Media Awards Africa #SMAA

1. Blogger of the Year

Ben Kiruthi @Benkiruthi Kenya

2. Social Media Personality of the Year

Ayari Yassine @yassayari Tunisia

3. Social Media Hero

Michael Hlatshwayo @big_MIKE_ayooba South Africa

4. Facebook Page of the Year

Barefootlaw @BarefootlawUG Uganda

5. Twitter Handle of the Year

Jimi Tewe @jimitewe – Nigeria

6. Influencer of the Year (LinkedIn, YouTube, Google+, Instagram)

The Love Tour KE @slumphotography Kenya

7. Government/Public Sector

Republic of Rwanda Ministry of Youth and ICT Rwanda @myictrwanda

8. Private Sector

DHL Africa @DHLAfrica Kenya

9. Non-ProfiT

Stand to End Rape @StandtoEndRape Nigeria

10. Start-up/MSME

Adforumco @adforumco Nigeria

11. Financial Institution

KCB Group @KCBGroup Kenya

12. App of the Year

Afrinolly @Afrinolly Nigeria

13. Hashtag of the Year

#TheNiteTalk @Lt_Caesa Kenya

14. Brand of the Year

Raha 2.0 @rahaFIBER Tanzania

15. Best Rated Platform

Nigeria Trade Hub @Nigeriatradehub Nigeria

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All is now set for the maiden Social Media Africa Summit and Award events in Lagos – Nigeria.

The two-in-one event billed to hold on Saturday 24, 2015 will during the summit session host Africa’s best from various sectors to discuss, analyze and forge a new development path for Africa through social media while the award event will recognize and reward excellence, creativity and impact of social media on human socio-economic development – through its tools and platforms – by individuals and organizations across the continent.

According to the Project Lead, Social Media Awards Africa, Femi Aderibigbe ,  ‘The reality of advancing sustainable development through digital and social media in Africa is been established whilst we recognise and reward the productive usage and best practices on the continent’s social space’.


With the theme ‘Social Media for Leadership, Governance and Development’, the summit  represents a unique opportunity for participants to discuss social media impact and applications at the highest level, and produce strategic recommendations and action imperatives for the future of the social media sphere for continental development.

During the Award ceremony tagged ‘Night of Virtual Wonders’ Fifteen (15) out of the Forty-three (43) Finalists from across the continent will be rewarded with award prizes for the featured 15 Awards across 4 Categories for the 2014 edition of the awards which opened with a continent-wide call for nomination and recorded over 3,000 entries accounting for about 923 nominations.

Winners of the 2014 Social Media Awards Africa will be rewarded with US$1,000, SMAA Plaque, Institutional Trainings, Access to relevant social influencers amongst other benefits.

The summit starts at 9.00am while the Award Ceremony starts at 6.00pm.  Both events will be streamed live online via www.sterlingbankas well as covered online using the hashtag, #SMAA

The Social Media Awards Africa is an initiative of Development Diaries and sponsored by Sterling Bank PlcAIESEC AfricaWest African NGO Network (WANGONET)Beat FMFan Milk NigeriaZisat,Trace TV and African Media Initiative (AMI)  are also Partners.

For more information on SMAA: ProcessJuryAdvisory Board; visit


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#SMAA2014: Closer than you think!

The 2014 Social Media Awards Africa #SMAA2014 is just a few days away and we are more than excited as we #Countdown 20 days from today January 3, 2015 to the maiden edition of the premier continent-wide social media cum social impact reward system billed to hold in Lagos-Nigeria on January 23 and 24, 2015.

Fifteen (15) out of the Forty-three (43) Finalists from across the continent will be rewarded with award prizes for the featured 15 Awards across 4 Categories for the 2014 edition of the awards which opened with a continent-wide call for nomination and recorded over 3,000 entries accounting for about 923 nominations.

Received entries were screened by the Virtual Council leading to the emergence of 150 nominees for the continent-wide voting stage of the award. The 150 nominees were also evaluated by the SMAA the Jury which comprises of Fred Swaniker, Founder & Ex. Chairman, African Leadership Academy, Ken Banks, Founder,, Abubakar Suleiman, Executive Director, Strategy & Finance, Sterling Bank Plc., Ryan Silberman, Chief Operating Officer, Popimedia, South Africa, amongst others; will judge the entries using the following criteria: Influence, Creativity, Scalability, Originality and Impact. The nominees votes account for Fifty per cent (50%) of the cumulative scores and Jury scores account for the remaining Fifty per cent (50%).

The Award Summit will hold on Friday January 23, 2015 while the Award presentation event tagged ‘Night of Virtual Wonders’ will hold on Saturday January 24, 2015 both in Lagos-Nigeria. Events will be streamed live for our virtual audience.

Winners of the 2014 Social Media Awards Africa will be rewarded with US$1,000, SMAA Plaque, Institutional Trainings, Access to relevant social influencers amongst other benefits.

Check out the list of finalists here

So, join us in the #Countdown to Africa’s premier Social Media Summit and Awards by using the hashtag #SMAA2014 on Twitter, Facebook, Instagram, Google+ and other plaftorms as Africa celebrates and rewards creativity, excellence and impact in the usage of social media tools in Africa by Africans.

The Social Media Awards Africa is an initiative of Development Diaries and sponsored by Sterling Bank Plc. AIESEC Africa, West African NGO Network (WANGONET), Beat FM, Fan Milk Nigeria, Zisat, Trace TV and African Media Initiative (AMI)  are also Partners.

For more information on SMAA: Process, Jury, Advisory Board; visit

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Social Media: Getting The Most Out Of Your Content


By Sue Reynolds

You’ve taken several hours to write a blog, create a new Slideshare presentation, research and design an infographic or shoot and edit a video. The content is compelling and on brand. You feel good about it. I don’t have to tell you that creating your own content is hard work and time consuming, so of course you want to get the most value and reach. If you’re like a lot of people, here’s what you do. The content is live and you post it to social media using a nicely worded Facebook post, a tweet, perhaps a post on Google Plus or LinkedIn and, if you have great images, you probably pin the best one to Pinterest.

Then you sit back and wait for the likes, shares and comments to flood in.

And you’re very often underwhelmed, right?

Here’s what I recommend to get the most out of that content, using social media of course!

The first day your content is live, post it on Facebook. Plan on posting this content several more times over the next week or so, but make sure to craft the posts so they look different. Use a tool like PicMonkey or Canva to create a graphic to go with your post and change out the image. If you’re using a quote, try Quozio, an easy quote generator with several style options. Be sure to word each post differently. Watch and see what types of post engage your audience the most and use that information to craft future posts.

Twitter’s audience is more tolerant of repeat content, most likely because the average interest decay of a tweet is about two hours. The first day you’re safe to tweet three or four times if that’s part of your normal twitter pattern. Also, as soon as you publish your post, craft a month’s worth of tweets, the number depending on how often you typically tweet per day, and use a scheduler like BufferApp, Tweetdeck or Hootsuite to schedule them out over the month. Similar to Facebook, each message should be different, using different hashtags and copy.

Pinterest or Instagram

Your blog should contain one or two high quality images that are pin and/or Instagram worthy. As soon as you hit publish, pin those images and include descriptive content including keywords. Keep these image heavy platforms in mind when you’re choosing the image for your blog and you’ll get better results. Use Instagram to generate engagement around your posts as well, as Instagram tends to receive higher post likes and comments than other platforms.

Google Plus

I still recommend using Google Plus as a viable platform for sharing content. It allows you to post long form status updates or a short post with a link back to the content. Each post to Google plus is actually a separate webpage, showing up in search depending on the plus 1s and sharing it receives. This is a perfect platform for sharing content from your own website, as the link juice from those plus 1s and engagement is passed back to the content itself. Share the content from your personal Google Plus profile if appropriate, which also allows you to email everyone following you there. Share to your company page as well. As you do for Facebook, post several times over the month using different images and copy, and try making one post the full copy.


Your strategy for LinkedIn posting can be similar to your Google Plus strategy. Share your content on your own personal LinkedIn profile, as you’ve most likely developed a professional network on the platform that sees you as a thought leader in the content area. If you have a company page that’s appropriate for the content, share it there as well. Then craft several different posts, each time with different lead in copy. Add an opinion as to why you thought this content was a good share for your network. LinkedIn also allows you to share content in a long-form post on the platform through LinkedIn Publisher, and similar to Google Plus, allows you to share the entire post in blog-like format. Look for the pencil icon in the status update section to create your long form content.

All in all, a good rule of thumb is to create 20 different posts as soon as you’ve published your content, as the main ideas and language and still fresh in your mind. Don’t forget the non traditional platforms such as StumbleUpon, Tumblr and Reddit as well. Spend some time creating supporting images, then use a content calendar to plan your posts. Then remember to analyze the results.

How do you typically share new content? What are your favorite platforms for spreading that content on social?

Source: Business2Community

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