Michael sage consulting social media guide series four
Social Media in Nigeria: An examination of Social Media impact
Yinka Olaito www.yinkaolaito.com
Preface
As a leading firm in social media marketing in Nigeria, it is our responsibility to adequately inform, circulate relevant information to the market, users of social media. Once in a while we produce and distribute mini-reports that can help decision makers in the use of social media within our environment. We affirm that this report is absolutely correct at the time of release but there is room for improvement. Therefore we welcome suggestion that will make it a worthy adventure. While we have taken adequate steps in ensuring that facts here are presented objectively, we will not be liable for misuse, misrepresentation of facts in this EBook. When in doubt, user may wish to contact us for clarifications. Thanks.
Michael sage consulting-www.michaaelsageng.com E-Mail : info@michaelsageng.com, tel:234(0) 7029778785,8037156390
Background Social media has been a vehicle for change. Not just in the way individuals, brands or organizations communicate with prospects or stakeholders, but also how they do business with them. Internet usage and social media have forced organizations to be transparent. The reasons for these are obvious. Everyone can find out what ever information they want about anyone with just a few clicks. Another point is that satisfied or offended customers can share their experiences and feelings about anything at the light of speed. If understood, and leverage correctly, social media can have an enormous impact on any organization, person or brand. Social media was initially picked up by individuals, who want to connect, stay in touch. But the opportunity is so much greater, and the differences between social media and every other channels of communication are huge.
Social Media Active Class: Most active users in Nigeria range from professionalsjournalists, publishers, communications professionals, artists, amateur media creators, teachers, students and other interested users. Youths, corporate entities and especially start up entrepreneurs have used social media for different purposes. With the Nigeria general election 2011, most politicians have also found the media a relevant tool to reach people. If truth be told, most politicians are not getting it right yet. But kudos must be given to President Goodluck Jonathan’s crew as well as Governor Fashola team as they seem to be making giant strides.
Frontline/Influencers Social Media has several avenues. We have blogging and Micro blogging. In Blogging, some noted communities have been identified to be influencers. In self development and motivationwww.deoluakinyemi.com seems to be leading, in science and IT-www.gbengasesan.com, www.webstrend.com seems to be credible voice and www.anuoluwa.com is trailing. In entrepreneurs and start up, we have Loy okezies’ www.startupentreprenuer. In fashion, Arts and Entertainment we have noticed www.niyitabiti.com, www.olufamous.blogspot.com, www.bellanaija.com. In Branding, Social Media- www.yinkaolaito.com seems to be leading the pack while www.naijawebgeek.com is also doing well. In micro-blogging sub category, many influencers are coming up and based on twitlocal.com, frontline users have emerged. In Social networking which includes facebook, myspace, hi5 etc, many Nigerians are more on facebook with close to two Million members-official number at the time of release of this piece. Hi5 seems to be losing its grip while facebook keeps growing daily. Facebook has been used for connection, staying in touch, business (hiring, recruitment, business sharing tactic than any other medium). Some corporate organizations have established presence – GTbank is doing its best while MTN Project fame efforts should be commended. Many other corporate brands use facebook for web advertisement. In video sharing category, Youtube is being used more than any other platforms. But what we have noticed is that entertainment industry (especially music) is taking advantage of this platform more than any other industries in Nigeria. In professional platform, LinkedIn seems to be the most used by professionals and the numbers of Nigerian professionals taking advantage of this platform is
increasing by the day. But strong niche groups in Linkedin have not evolved unlike what we have in the western countries. The level of connections on this platform has not been that strong among Nigerian professionals. With Image sharing use, Flickr seems to be getting the attention of the few users while GTBank’s account is also doing well. Most users have concentrated their image sharing efforts to creation of photo album in their facebook account. The disadvantage of this is that such facebook album may not enjoy visibility to a larger audience except facebook users. But what we have noticed is that many development organizations’ apathetic approach to social media has not allowed them to benefit from social Media usage. Most active users are individuals who use the tools to stay in touch while corporate brands use it for business purposes. Corporate brands have also concentrated on web advertising instead of relationship, conversation building through relevant content creation publishing and distribution. Most Non-profits in Nigeria have also limited their activities to creation of facebook pages while many development organizations or ‘Millennium development goal promoters/organizations’ are yet to embrace values in social media
Challenges Many still believe the ratio of the nation’s population online is still small. So we have worked hard on producing, spreading reputable data which points to the contrary. According to African Internet Population, Nigeria populations with internet access was 23 Millions in January 2009 while a new report of August 2010 showed that it has jumped to about 44 Million. This is about the highest in Africa in terms of population but low in terms of percentage. Many still equate social media with Social networking site (facebook). Social media is much more than this. We have social networking sites, blogging and micro blogging sites, video sharing, image sharing, social news sites, professional platforms, forums and niche groups.
Most development actors in Nigeria still have a lukewarm attitude to the use of social media. Hence we have not been able to make substantial progress in development issues despite our constant appeal. Our inability to make progress here is not lack of capacity but due to actor’s attitude. The club is still one year in Nigeria, couple with the fact that we are still working on official chapter status, we aim to go ahead in the next year with raising our voice through donor funded initiative (if we get that) in development issues as we now have capacity to handle this. We are also looking at training internal audience of major actors.
Opportunities Social networking sites (Facebook especially) has been popularized with the creation of the Nigeria’s President personal facebook page. This has sparked off a lot of interest in social networking sites. Many Nigerians want to connect and stay in touch with him. As such, most of our members are encouraged to use that platform to raise awareness for development issues that they are passionate about. The amount of conversation going on online today is unprecedented on Facebook and other indigenous platforms like ‘Nairaland’, ‘Nigeria village square’etc. Issues like Election 2010, leadership, child right, abuse of women have been raised by our members. Some of the issues that have been raised by social media users which had generated responses and coverage from mainstream media include: 1. The needs to appreciate vast potential of social media with regard to how it can contribute to organization’s goal achievements. 2. Social Media and Security issues. 3. Child abuse and early marriage case associated with Senator Yerima 4. Social Media and Election 2010. Our strong opinions have received coverage in Print and Electronic media like Punch Newspaper, ThisDay,
Marketing Management (M2) as well as Channels, Galaxy Television stations-these are frontline credible media in Nigeria. Success Stories: -Social media has given power to unknown individuals to become prominent. -it has encouraged dialogue and conversation among youths, professionals. -Social media has created opportunity for individual to promote awareness for their activities, organizations, business as well as brand’s advocacy and other development issues etc -Issues raised on social media are now attracting attention on the regular media. -It has helped in the spread of news that are not commonly available to certain individuals before its advent. -Non-profits especially religious circles are currently using social networking sites to promote their brands, activities and festivals.
WHAT WORKS NOW For social media effectiveness/use today in Nigeria, there is a need for integration of both the new media and mainstream until social media eventually catches fire. It should be part of communication strategy and not just one-legged approach. The momentum is growing though and early movers with required expertise stand better chances. Users must seek to build dialogue, conversation and relationship instead of broadcasting monologue. Social media activities must also be about people and not the organization to be successful. A multi-platforms targeted use of social media achieves result than a single platform application. Goal setting, relevant, consistence, shareable contents and use of targeted online platforms with measurable analytics in place will guarantee great Returns on Investment. Organization must establish sound policy that will guide social media use and involve its internal audience aside from a dedicated department/person that handles this.
About Michael Sage: MICHAEL SAGE CONSULTING LAGOS NIGERIA Michael Sage consulting firm specializes in helping brand to achieve its aims. It provides unique services in Brand communication and Social Media arena. Our edge is in creating a unique value adding process that will make our customers stand out among the big league. Our aim is to help individuals and corporate brands multiply their results through adequate communication and stakeholders’ engagement. We understand perfectly that the voice of the audience is now important to brand success today. The customer owns the brand. Do not wait until it is too late, talk to us now. Website: www.michaelsageng.com Email: info@Michaelsageng.com Tel: 234-7029778785, 8037156390
ABOUT THE AUTHOR Yinka Olaito helps individuals and corporate brands to maximize values in their brands through adequate exposure of the brand to audience that can pay premium and are turned to advocates. Recently selected as one of the 20 African Media (Main and Social) experts by a United Nations Agency –African region, Yinka Olaito actively participated in a meeting that suggested new communications perspective for the body in Africa. Yinka Olaito is a passionate, certified Brand-PR, Social Media expert, Trainer and Public Speaker who has enjoyed corporate consulting business relationship with brands like GTBank, Pilot Science, RolanPaul Engineering, Nigeria Bar Association, Wellspring Christian centre, TEEC among others. Yinka Olaito’s web 2.0/social Media knowledge sharing sessions has attracted participants from Prima Garnet, Insight Grey, DDB, GlaxoSmithKline as well as School of Media and Communications, Pan African University Lagos Nigeria. Yinka Olaito is a leading voice in Nigeria as web 2.0/social media applications to branding. Yinka Olaito’s works and professional experience has received positive review from international media: The Daily Reviewer USA-as Top 100 Branding blogs, Top100 Marketing Blogs, from CareerRocketeers.com-A must read 150+ career blogs, 100+ career experts to follow on twitter, from Internet Marketing Masters-50 Excellent Blogs that help your online Branding and PBB as Top 30 personal brand experts on twitter. Within Nigeria, such frontline Media: Electronics (Channels Television’s programme ‘Sunrise’, Times Cable Television’s ‘Brand &Products expo’ and Prints (Punch Newspaper, ThisDay, Daily Independent, Business Eyes magazine and M2) have also covered his professional opinion. As a seasoned writer, Yinka Olaito writes on his niche for noted prints media in Nigeria and publishes multiple award winning blog THE BRANDING GAVEL(www.yinkaolaito.com) Yinka Olaito is a Member and Nigeria chapter President Of social Media Club international, California USA; an Associate member of Nigerian Institute of Public Relations, Nigerian Institute of Training And Development(A member of IFTDO) and until recent the special Assistant on Communications to The National President and IFTDO council Member of the Institute.
Yinka Olaito is a three award-winning graduate of Ogun State University (now Olabisi Onabanjo). Yinka also topped his class in his postgraduate studies in Public Administration. Yinka Olaito is the CCO/Lead Consultant of Michael Sage Consulting WHAT people are saying about Yinka Olaito -What a great time we had in your session, you nail it... Bunmi Makinwa(Director, African region UNFPA) -Absolutely stimulating session on social media- Nicola Christofides, senior lecturer behavioural change Comm, University of Witwatersrand, south Africa. -I thank you very much for opening my eyes on the thousands of possibilities social media can offer. For sure we need to engage with this (new?) media in our daily work linked to social change!!! Merci -Cisse Cheik-UNFPA country Rep; Madagascar. -Your sessions are great... Neil Ford, Chief Media and communications, UNFPA New York--You're very welcome... I've heard great things about you- Sarah A,Toronto Canada -Your sessions are terrific, informative an eye-opening sessions- Daniel Sibongo, Media Consultant, Cape Town, South Africa - A 'social media master' per excellence- Akin Adeoya, Publisher, Frontline PR practitioner and Group MD, Marketingmix ideas, Lagos Nigeria Contact:
URL: www.yinkaolaito.com E-mail : Yinka@yinkaolaito.com, yinkaolaito@gmail.com Tel: 234-7029778785 Facebook: Olaito Yinka Twitter: @pathfindernig Skype: Yinkaolaito