Social Media In Africa Essay

Social media is the trend in Africa today. Today, many businesses in Africa are now using social media for their businesses. This is known as Social Media Marketing. Neti (2011) in her article describes Social Media Marketing as “the attempt to use social media to persuade consumers that one's company, products and/or services are worthwhile.” Again, Lazer and Kelly’s (1973) adds that " It is also concerned with the analysis of the social consequences of marketing policies, decisions, and activities" as cited by Neti in her article (pg.3). Social media in the twenty-first century has helped marketing activities in the continent. Although social media marketing has its challenges, it has contributed immensely in the development of Africa’s productivity,

A look at the Digital 2017: Global Overview report, tells us that 7 out of the 10 fastest growing internet populations in the world is from Africa. It states that the use of social media increased by 50% in 2016 and that less than one out of three people in Africa use social media. As the numbers keep growing, more people and businesses have come to agree to social media marketing. Businesses have been able to sell more than they would compared to the traditional method of buying and selling. It is also easier and faster. Social Media Marketing has enabled businesses in Africa to produce more in less time spent and an increase in productivity increases per capita income of any country. It is arguable that social media has encouraged fixed prices for goods and services offered except for some discounts on certain sales. I still argue out that more people still patronize social media marketing because it gives them value for their money’s worth and even so consumers can still make their voices heard about the pricing of goods and services. Thus, social media has promoted buying and selling

Gómez and Assaad (2011) in their article posed some challenges faced in social media marketing. The article argues that as much as users and customers can praise and share the good of the company, they can equally share the bad (pg.20). There is so much competition among businesses today. While they are trying to reach brand awareness, they are also on the lookout for loop-holes in other companies. Consumers want to be satisfied and anything less than that is a breach of their satisfaction. They comment and share their experiences as it is. It also points out that privacy and personal issues have to be dealt with. These are challenges that can be dealt with by the businesses that are involved in the marketing. They may not entirely be solved but they can be managed from the companies