Today just about every business, whether big or small, has some form of social media presence. Some are good at it, but others think they can get away with simply creating a Facebook page and expecting it to have an impact. This is a mistake; just like everything in business, maintaining a strong social media presence takes a lot of work. In fact, it can become a job in itself. 

The impact is clear when you see that Facebook is now used by a quarter of all South Africans.
It showed 13-million South Africans now on Facebook, with 10-million or 77%, using it on mobile devices. Smartphones are used by 7.9-million South Africans to access Facebook, while 1.6-million are using basic feature phones to do so. Tables are being used to access Facebook by 1.4-million people, many of whom are also using their phones. 

The study showed that Instagram has seen the fastest growth of any social network in South Africa over the past year, more than doubling its numbers from 1.1-million in 2014 to 2.68-million in 2015 – 133% growth compared to an already high 65% growth in 2015. 

The big trend last year was the impact of all visual networks. Now we are seeing not only the impact of Instagram refining its offering, but also of users finding fascinating new ways of making it work for them. 

Instagram shows the highest planned use by major brands for social networks not currently in use, with 24% saying they plan to do so in the coming year. At present, 42% of major brands are using it, with Mr Price and Mercedes Benz having been the most successful with individual images. 

As brands become more comfortable with specific social networks, they become far more effective at using them as marketing and positioning platforms. 


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