Facebook [is] the most visited social-networking site in many sub-Saharan African countries, but Twitter is also gaining popularity as more people, companies and celebrities set up and update Twitter accounts.
Big companies like Kenya Airways, Safaricom, Nairobi Stock Exchange, Telkom Kenya, Kenya Tourist Board, Bata and Kenya Data Networks have set up a presence on Twitter as a way to engage consumers and address their concerns.
“Companies are using Twitter to spread word on offers, announcements, handle basic customer care issues, raise awareness on new products and collect views from consumers,” said David Mugo, an independent social media consultant in Tanzania, Kenya and Namibia.
Twitter and Facebook have become the new “must have” for companies with regional appeal, but other local companies have yet to invest in social-media marketing to take advantage of the rising number of Internet users in the region.
“Smart businesses appeal to their customers and potential customers. If you’re going to take the time and effort to market on Twitter but your customers don’t use social media in any significant way, it’s time-wasting. You must have some online customer base,” said Jon Gosier, CEO of App Lab Africa, based in Uganda. The November issue of Opera’s State of the Mobile Web report showed that Facebook was the most visited site in Africa, followed by Google, Wikipedia and Yahoo. The research was conducted in 10 African countries.
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