The internet has changed the very face of the world we operate in. It has changed the way we share our information, the way we do our work and, most significantly, the way we communicate with others and share our ideas.
In turn, Social Media has unleashed the power of the collective, creating platforms for the masses to come together and discuss something that they are all passionate about. It appeals to our need to be a part of something, something greater then ourselves, something that transcends all boundaries of what we’re capable of as individuals. Our social networks allow us to connect with the world, simply, easily and affordably. They serve as the perfect platform for fulfilling our unspoken need to connect and share with others.
We all know of the key players in this space (Facebook, Twitter), and so here's a list of the other social networks you should - but may not - know about:
2go
“2go is a mobile messenger that allows you to communicate for free with your friends. It is a network of millions of people where you can setup your profile, meet new people, talk to friends, share files and pictures.”
Unlike other mobile platforms, 2go is not only about enabling users to message friends and family, they also create a unique platform for users to meet, socialise and play games. I haven’t actually used 2go, but if you have, let me know what you think of it, particularly when comparing it to other social networks such as Facebook, and mobile messengers like Whatsapp!
Usage
According to 2go, in May 2012 they reached 20 million users worldwide, over 1,5 million of which are in South Africa (source: www.2go.im). Here are some interesting usage stats by province:
These are seriously impressive figures in my opinion, and while nowhere close to billions of users other social networks boast (well yet, anyway), I don’t think they’re anything to be trifled with either and this is definitely a platform to keep an eye on, especially in Africa!
From A Marketing And Advertising Perspective
As more and more consumers engage with the digital world through their mobiles, the need for brands to have a presence in that space is increasing. From what I’ve read, 2go has spent a lot of energy building an advertising platform with brands in mind and engagement with users as a key objective. They’ve also recently launched the 2go Ad Platform (enabling brands and advertising agencies to target and engage with 2go’s users) and 2go Market Research (which leverages the power of the 2go community to conduct real-time surveys and polls that deliver actionable insights with immediate value to their clients).
Path
Path is a personal journal of your life. Unlike other social networks, you’re limited to 150 social connections on this platform. This was a decision inspired by Oxford University Professor Robin Dunbar, whose research delves deeply into the number of trusted relationships humans can maintain throughout life.
Usage
Like most of the smaller networks, you’re able to connect to Path using either your existing Facebook or Twitter account. As you may have noticed, Facebook has a public listing for any service that allows its users to connect to it, and shows the service as an app in its search results. According to this, there are 730 000 users connecting to Path each month through Facebook (so one could assume that the number of Path users is even greater if you take those not using Facebook into account). Are you using Path? Do you think these numbers are accurate when you take your own social circles into account?
From A Marketing And Advertising Perspective
Path has been dubbed the breakout social network of 2012, and its monthly users are certainly growing from what I’ve seen. But what’s interesting about it is that they haven’t really catered for brands. Do you think this is a good tactic from a business perspective?
Tout
Tout is a social media platform that allows users to shoot 15-second video status updates via their smartphones or webcams (it’s like Twitter, but with video). Through Tout's reply feature, users are also able to engage in Tout conversations.
From A Marketing And Advertising Perspective
Tout has some amazing partnerships with brands already. One that stands out for me is the World Wrestling Entertainment organisation (WWE) who have made excellent use of the platform (they’ve invested in it as well, so this effort makes sense). In July, WWE featured fan Touts – 15-second self-recorded videos – during Monday Night Raw and the social media platform’s app skyrocketed from No. 37 to No. 6 in the Free Photo & Video category on the iTunes App Store (source: WWE).
Engagement with brands on that scale can’t be undervalued, and with goliaths like WWE backing Tout, all signs point towards it becoming a social platform we in the marketing and advertising industry need to keep an eye on.
As video becomes more and more dominant, I think we can expect to see more from networks like this. But my one question is: do you think South African users and our networks are ready?
Networks Worth A Mention
App.Net
I really do believe that “If you're not paying for it, you become the product”, especially with free social networks in which privacy issues are a constant concern and in which we are constantly being bombarded with ads and spam. As a platform, App.net is similar to Twitter, but without adverts, as the platform relies on subscriptions from users and developers to survive. It is “your real-time feed, a home for meaningful conversation, where you control your data. Find the apps you love and make App.net your own.”
The Fancy
The Fancy describes itself as “…part store, blog, magazine and wishlist. It's a place to discover great stuff, to curate a collection of things you love, to get updates on your favourite brands and stores and to share your discoveries.” It’s similar to Pinterest in that you’re curating content on the platform but different in that on The Fancy, you’re curating content, often with the intent to purchase or capitalise on deals that brands offer users.
Apparently Pinterest is struggling to take off in South Africa (although I can’t say this is true for my circles) so I can imagine there’s little room in this space for platform that focuses on the things that The Fancy does, especially with the South African mass market. Have you used this platform? What do you think of its efficacy within SA?
As society evolves and the way we engage online does with it, I believe there will be less room for bloated, ad-filled networks filled with the "what I'm doing" and "what I'm eating" content of the world. Especially as people begin to seek real social interactions that actually build relationships online. I'm not saying that there won't be room for Facebooks and Twitters of the world, I just believe that as Social Media evolves, the real personal sharing and social interactions will happen on smaller, more niche networks.
