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A Beginner’s Guide to Social Media in Africa for Women Entrepreneurs

Accessibility to social networks may be limited in Africa, but a reported nine percent of the population who do use social media often view it as important and empowering. Given that access to cell phones is widespread in the continent, use of social networks and messaging apps is increasing by the year among businesses, customers, schools, and students. In fact, the 2014 “Emerging Nations Embrace Internet, Mobile Technology” report from the Pew Research Global Attitudes Project (as quoted in ventureafrica.com) reports that about 78 percent of Africa’s internet usage is for social media. No wonder female entrepreneurs doing business in Africa are using social networks to support each other.

In the first of this series of posts for women entrepreneurs looking to use social media in Africa, we’ll review some of the main social networks, as well as how women entrepreneurs are using them.

 Social Networks Popular in Africa

Facebook long dominated social networking in Africa, but over recent years, it has been challenged by other networks, especially those that offer messaging capabilities like WhatsApp and WeChat, which are rapidly taking over in popularity. These apps enable connection in a more personal and private way among cell phone users.

Image sharing is widespread, too, with Instagram seeing rapid growth in Africa in recent months. Likewise, Twitter users on the continent enjoy marrying social causes with images that tell a story. Take a look at how hash tags like #TheAfricaTheyNeverShowYou have given great voice to African social activism, regardless of gender.

Sharing Stories

Given that oral storytelling and personal communication have long played a huge role in African societies, it is perhaps not surprising that social media has been slow to take off. While it can’t replace personal conversations and meet-ups, social media has proven a powerful platform for women entrepreneurs who want to share their stories, champion causes, and connect with one another. When choosing which channels to use as a female entrepreneur, consider how you will share your own stories and connect with the stories and causes of others on your chosen platform.

As Miguel Castro of the Gates Foundation says, as quoted by African Geek Goddess on Twitter, “No one cares about the industry. People care about the story.”

Making Connections

Connecting with other women and female entrepreneurs is naturally a priority. African women are keen to support one another and passionately champion each other’s causes in a business culture often dominated by men. Feminism is powerful in African social media, as are the groups that are set up to support women entrepreneurs, which are well worth looking into. Check out Lionesses of Africa on Facebook, for example, and the online community She Leads Africa.

As is often the case with social media, connecting personally can be a more powerful goal than making direct sales and can indirectly have a greater effect on profits than direct selling. Given the power of the personal in Africa, this is particularly the case on (preferred) platforms in Africa.

In my next post in this series, we will look more closely at how women entrepreneurs in Africa can use social media to grow a following and promote their brand.

--Chimuka Moore
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