Social Media Agency Archives - Social Media 101
WHAT ARE THE TRENDS IN SOUTH AFRICA’S SOCIAL MEDIA LANDSCAPE?

WHAT ARE THE TRENDS IN SOUTH AFRICA’S SOCIAL MEDIA LANDSCAPE?

Over the past year and half a shift has been felt in the behaviour of social media users. This shift has had a significant impact in the way that brands and businesses interact with their audiences on social media. Ornico Group hosted a virtual panel discussion on their Annual South Africa Social Media Landscape Report. In the riveting in-depth discussion, the panel provided insight on the latest social media trends shaped by the Covid-19 pandemic. Below we have highlighted the panel’s findings on how brands are engaging their audiences on social media.

 

PANDEMIC DRIVEN DIGITAL CHANGE

Covid-19 has had a lasting impact on how businesses operate. Brands have had to urgently pandemic-proof themselves with fresh and innovative ideas to ensure they stay alive. Social Media has undoubtedly played an enormous role in the survival of many businesses. Businesses have taken advantage of this and heightened their marketing strategies. According to the World Wide Worx, South Africa’s e-commerce sales increased last year by 66% to more than R30-billion as the result of the pandemic because South Africans were opting to buy goods and services online. The South Africa Social Media Landscape Report 2021 found that the top five social media platforms that brands are highly active on in SA are Facebook, Instagram, LinkedIn, Twitter and YouTube. A trend expected to be seen in the next 12 months is the presence of more brands on Corporate Blog, Clubhouse, TikTok, and WhatsApp just to name a few. Arthur Goldstuck, CEO of World Wide Worx says the big move to a platform such as Clubhouse will be felt in South Africa now that the platform is available on android, it was previously only available on IOS, while TikTok’s user base is evolving fast making it difficult for brands to keep up with it. Another trend is the increase of live streaming that experts expect to continue rising. 

 

GROWTH OF SOCIAL MEDIA USERS

We have been hearing about the growth of social media users but what do the actual numbers look like? According to the South Africa Social Media Landscape Report 2021, the DataReportal’s Digital 2021 – Global Overview Report indicated that by January 2021, 4.66 billion people globally were using the internet. This is a growth of 316 million (7.3%), and 4.2 billion social media users, growing by 490 million users (13%) from the previous year. The report further indicated that for the same period, the number of internet users in South Africa increased by 1.7 million to 38.2 million users (4.5% increase). It further shows that in the past year, the number of social media users in South Africa has increased to 25 million which represented an increase of 3 million users (14% increase). It is also important to note that there are 24.63 million number of social media accessing via their mobile phones. A total of 98.5% of social media users access platforms using their mobile phones in South Africa.

 

ADVERTISING ON SOCIAL MEDIA

While TV and radio are still seen as the rulers of advertising, it has become clear that social media has “entered the chat”. Businesses are not only realising the importance of advertising on social media, but they are realising that it’s not as simple as posting a picture on Facebook and hoping that your audience sees it, unless you kindly ask Beyonce or Kim Kardashian to post your product to their millions of followers. Even then, an actual social media strategy is needed. The truth is brands are already occupied with the day-to-day aspects of their businesses that they do not have the time nor possess the skills in place to leverage and manage social media effectively to properly execute social media strategies. According to the South Africa Social Media Landscape Report 2021:

  • 9% are ill-quipped
  • 7% are less equipped
  • 30,6% have an adequate skillset
  • 49% have a good skillset
  • 12,6% have an optimal skillset

 

The biggest trend seen in business is brands turning to social media consultancies, marketing agencies, and PR teams for a helping hand. Brands that take their businesses seriously have a set budget purely for social media. The advantage that comes with advertising on platforms such as Facebook, LinkedIn, Instagram etc is that you get more for your buck! Social media advertising enables a business to reach an audience that they would not have been able to reach before at a lower price compared to traditional advertising. 49.5% of companies in South Africa are spending less than R10 000 per month on social media advertising. 1 in 5 companies are spending more than R50 000 per month, and that figure is expected to increase in the next 12 months.

 

THE RETURN OF INVESTMENT

The return of investment (ROI) that brands are seeing because of social media can be difficult to pinpoint however the South Africa Social Media Landscape Report 2021 finds that several businesses say the highest level of investment they have seen has “come in the form of brand awareness, sales, and customer insight”. They have also seen a greater appeal to targeted audiences, improved search ratings, greater cost effectiveness, improves brand loyalty, inbound traffic, increased market share, and better customer satisfaction as brands are easily accessible making communication between the two more effective. “This should be a wakeup call to brands who are not focused on sales, who don’t have an effective social media presence, that this has a direct impact on the bottom line if they do it right” says Arthur Goldstuck, CEO of World Wide Worx.

 

CHALLENGES FACED IN SOCIAL MEDIA ADVERTISING

Social Media data has played a significant role in the relationship between brands and their customers. Businesses have been given a front row seat in getting to know their behaviours and preferences. This powerful data has enabled businesses the ability to build strategies based on the insight they have received directly from their customers. Because of this reason, businesses have been able to evolve in the ever-changing landscape of social media as the behaviours of their audiences evolves too. This has consequently [for businesses] resulted in the App Tracking Transparency. This basically means that social media platforms such as Facebook will have to ask users using apple devices with the new iOS update for permission in order for the platform and advertisers to track their behaviours. Should users opt for their data to not be collected, advertisers will no longer be able to track customers. According to the South Africa Social Media Landscape Report 2021 “the best way to propel a business forward into the digital future is to ensure that we fully understand the digital customer through multiple data points and analytics”. Without the ability to track and measure this data, could pose a challenges for brands on the platform.

 

If your business needs support with its overall digital strategy, paid media, content creation or community management, get in touch with one of our digital specialists CLICK HERE or mail us at: info@socialmedia101.co.za 

What to look for when choosing a social media agency

What to look for when choosing a social media agency

Hiring a social media agency remains unchartered territory for many businesses. What factors are important when it comes to finding the right partnership for your business? What separates a good agency from a great one? How do you know what to look for when choosing a social media agency? We have put together a collection of key aspects to consider when selecting your social media agency. Read on for insight and advice to help guide this critical business decision: 

 

References, recommendations & research

An excellent starting point is checking out an agency’s references. Who are their clients? What services did they provide these clients? Do they have case studies and testimonials? If so, take a look at these case studies and past services, including campaigns (where relevant). This will provide you with insight on whether the agency would be a good fit for your business based on your priority needs. It’s also a great idea to ask your own professional network for recommendations. People often only refer you to a business that they have had a good experience with themselves.

A bit of research on your part is also required. View the agency’s own social media platforms. Ok, so sometimes a business may neglect its own needs somewhat (I’m sure you’ve heard the term “the shoemakers kids go barefoot”). But you should be able to see the type of social media content they put out, the frequency of posts and if content is value-rich (not just salesy). You will also get a feel for the quality of the material they produce in terms of both visual appeal and engagement potential.

 

Means, motives & opportunities

Ensure that the selected agency has the means and resources to fulfill your business’s requirements. Do they have the internal resources, tools and systems to successfully manage your brand, along with their other clients? When enquiring about their capacity and capability, take into account future needs such as upscaling based on changing business demands. In addition to volume and expansion, well prepared agencies can cater to most, if not all, creative requests. For instance, supporting your entire digital presence and activities e.g. website optimisation, dynamic content, videography, animation etc.

Analyse their business model to find out what motivates their actions. While all agencies exist to make a profit, do they also take a client-first approach? For example, being agile; responsive and adaptable instead of having a rigid service structure.  Customer-centric agencies are flexible in matters such providing personalised solutions, being available outside of normal business hours and adjusting in accordance to varying client and market needs. An efficient agency will also continually look for opportunities to boost your brand. Not just when it comes to marketing, but also factors like business growth, increased market share and so forth. This type of above-and-beyond attitude creates a mutually beneficial relationship between your company and the agency.

 

Expertise, execution & ethics

Social media management is not simply about posting pretty pictures and nice words. It requires practical experience, industry knowledge and in-depth expertise. To be a potential candidate, an agency should have a team of experts, each a specialist in their field AND in social media. This includes graphic designers, copywriters and strategists skilled at creating content for social media. It also extends to the execution of social media activities and campaigns. The implementation of solutions should be done in a highly strategic way, taking into account social media best practices as well as your business and its clients. Skillful agencies understand the various elements such as timing, frequency, algorithms, audiences, design and specific nuances per platform.

The social media landscape can be a minefield if not managed correctly. Partnering with an agency with questionable ethics not only poses a financial risk, but a legal one as well. Not to mention the possibility of serious brand damage at the hands of an ill-equipped agency. This applies to the service they provide to you, as well as how they represent your brand on the public platforms. Consider their level of legal compliance, industry knowledge, business acumen and customer service quality. How to they respond to a negative comment or complaint? Do they have a crisis management plan? Are they knowledgeable about the various social media legal requirements?

 

ROI, results & reporting

Effective social media management should be result-driven and based on your business objectives. Before committing to an agency, find out what their internal KPIs are. Ask them how they measure the success of activities for their clients. Do they analyse and understand the metrics that matter? (Click to read more about social media metrics). In order for you to track the performance of your social media presence, you need an agency that is able to produce reports showing the relevant data sets. This will determine your return on investment, as well as promote informed business decision-making.

At Social Media 101, our aim is not just to meet expectations, but to exceed them. Consistently and continually. We would love to get to know each other better over a cup of coffee. CLICK HERE to set up a meeting with the Social Media 101 team.