10 facts about social media in SA

Arthur Goldstuck, MD of research firm World Wide Worx, has taken to social networking platform Twitter to present a snapshot of the 2013 social media landscape in South Africa.

The 10 points – which were presented as tweets (@art2gee) – serve as a preview to the annual report on the social media landscape in South Africa, which is largely targeted at marketers.

According to Goldstuck, while SA Twitter and LinkedIn user numbers continue to grow, Facebook is near saturation for connected SA users, and Google+ is yet to find its key draw.

“[Google+] still needs better reasons to use it, I.E. more good use cases,” Goldstuck said.

Here are the 10 facts about the current social media landscape in South Africa:

  • South Africa’s Twitter user base doubled this year, and Facebook is near saturation for connected SA consumers.
  • Instagram use has shot up, closely tied to Twitter as consumers share photos across the platforms.
  • Social bookmarking site use has plummeted, including Delicious, Digg, Friendfeed and StumbleUpon.
  • LinkedIn remains on a slow but steady growth curve in SA, with 20% growth from 2012.
  • Google Plus uptake has flattened in South Africa – at approximately 500,000 active users.
  • Executives buy into social: lack of management understanding is a much smaller barrier to entry in 2013.
  • Largest barrier to social media brand success remains effective time management of the channels.
  • 58% of major SA brands are now utilising Youtube as a marketing and communications medium.
  • Of SA’s biggest brands surveyed, 92% post at least once a week to their social profiles.
  • 53% of social channels managed by marketing team; only 16% of brands outsource it to 3rd parties. The remaining 31% is handled by a mix of PR teams, individuals and other tactics. “It’s generally viewed as too strategic to outsource, or that 3rd parties [are] too remote to resolve customer issues,” Goldstuck said.

The full report, compiled by social media analysts Fuseware and World Wide Worx will be released on 10 September 2013.

Arthur Goldstuck
Arthur Goldstuck

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10 facts about social media in SA