My reponse to Moneyweb's article on Social Media

I had the unfortunate pleasure to read an article on Moneyweb titled Social Media: Is it worth it? written by Monique Vanek. The ignorance of the article made me quite mad and I decided to send Monique and the Moneyweb Editor an email highlighting what I felt were the core issues in the article.

Herewith my reponse. Let me know what you think about it.

Dear Monique

Someone sent me the link to an article you wrote on 8 June titled “Social media: Is it worth it?” (http://gatorurl.com/qmi3mg). Let me begin by saying that while I see your view-point regarding big social media sites such as Twitter & Facebook being unable to monetise their websites and become profitable I strongly disagree with most of the remaining article.

Let me disseminate some of your statements and highlight my perspective on the issues you raise.

But somehow I have difficulty accepting Powell’s suggestions: how many microcelebrity’s are there? Does it not come down more to the year you were born in, your culture, your history and being dealt the right hand at the right time, as Malcolm Gladwell’s Outliers illustrates?

I too have read Gladwell’s Outliers and agree with everything he wrote in the book. I am a strong believer in the principle’s of the year you were born in, your culture, your history and more importantly the 10,000 hour rule but I struggle to see the relevance in the context of your article. If you look at Evan Williams, Mark Zuckerberg and Biz Stone you’ll see that they all form part of the culture that defines Outliers and I’m pretty sure we’ll find that each one of them have been granted extraordinary opportunities that have helped define their individual, personal success.

How much value can there be in a service that spews out so much information that if you have prolific tweeters and many follows on your profile you see hardly any of their entries?

Value is in the eye of the beholder but from my personal experience this prolific information has helped determine a new way to spread information that is both useful, relevant and real-time. There is no other platform in the world that really highlights how real-time interaction can change perceptions, influence brands and drive revenue than Twitter does. Even Google is now trying to look at how they can plug into the real-time data that is Twitter.

Social media firm Facebook is yet to make a profit. It failed to deliver on Reed’s promise for Cope. Cope’s Facebook group had over 20 000 members before the elections, but only managed to get 7% of the vote.

This statement is laughable and taken completely out of context and I find it quite sad that you’d even try to relate a Facebook groups membership directly to COPE’s inability to obtain more than 7% of the vote. While COPE’s Facebook group may have attracted 20,000 members you failed to contextualise that COPE entered the political sphere with a bang and created a new sense of hope for voters in South Africa who were fed up with the ANC’s inability to deliver on their promises. However, by the time election day came round COPE’s decisions and actions started to highlight their flaws in their initial strategy. While 20,000 members may have supported them on a Facebook group what isn’t clear is just how many lost confidence as and when COPE started to lose support.

By contrast, the DA’s social media strategy was very aggressive and molded off the Obama election campaign and they had a very successful voting day which won them the Western Cape. The DA group on Facebook only has 25,000 members and Reed’s promise may have delivered for them because their message never changed along the way. It just interests me how you chose to highlight how Reed’s promise and Facebook failed to deliver for COPE but at the same time ignored the effect this may (or may not) have had on the DA.

I am yet to meet or hear of a South African who has used social media to make money, influence people or change their career. If you know of any Saffers who have, share your story below…

Your lack of understanding and knowledge in social media is clear to me when you make such a sweeping statement to an audience (Moneyweb readers) that is struggling to come to terms with how social media can benefit them. I run a very successful company that has been built entirely on the ability to use social media to help grow our business. We use no traditional mediums to market and grow our company yet despite this we managed to take a garage startup to part-acquisition when MIH Print Africa, a division of Naspers, bought into our company.

Then let’s look at how Storm Hoek wines (www.stormhoek.co.za) used only social media to market and promote their brand. They targeted bloggers and social media platforms to promote their wines and had massive success along the way. They export wine all over the world.

The list goes on and I can write a book on the amount of people, in South Africa, that have used social media to grow businesses, influence other people and change their career path. I myself used my blog to get a new job which would ultimately set me on a course to start Afrigator.

I would, in all honesty, re-consider your initial approach of this article and look to write a more detailed one that includes some basic research and perhaps trying to explore how South African’s are using the medium successfully. Your readers deserve as much.