[2012 trends] 12 specifically South African social media trends

Here is what will most likely define the South African market in 2012:

Community management moving in-house

This is already happening in developed markets. In South Africa, it will apply to day-to-day updates, while agencies will continue to provide content planning and campaign-specific support. However, many medium-sized companies will still entrust their online brand management to an agency.

1. Big agencies go social

   Until now, it has been nimble specialist agencies that have pioneered local community management. But as this moves in-house, large clients will expect their traditional agencies to provide greater strategic input and support. In addition, more big agencies will develop and expand their social media offering.

2. Twitter explosion

   Trying to pin down Twitter user statistics for SA is nearly impossible, but the boom in smartphones and stagnation of MXit, combined with more affordable data, will see this channel finally reach a local tipping point.

   Demise of content

   In the world of social media, content is not king - conversation is. People prefer bite-size tidbits to discuss with friends and peers, as evidenced by the frequent lively debates on Facebook and Twitter. They won't watch a five-minute video unless it has sparked a discussion.

3. Rise of planning

   Many local brands have been conducting their social media on an ad-hoc basis without having a comprehensive strategy or plan in place. As the industry becomes more sophisticated and established, even social media-phobic brands will start allocating more time to this.

4. The "golden minute"

   It used to be an hour, but that's old news. Rapid response times will become increasingly important for brands as South Africans spend more time interacting on social media channels.

5. Social media fatigue

   Consumers who have been interacting with social networks for a while will start to use fewer channels less often. Brands will have to be more relevant and useful to sustain engagement.

6. Filtering and management tools

   As a result of this fatigue, there will be greater demand for applications that save time and effort when managing your social presence. An example is the highly efficient "If This Then That" (ifttt.com), which allows users to create formulae for sharing and responding across a multitude of platforms.

   Verification

   Officially verified accounts for both celebrities and brands are already the norm in developed markets. SA has been slower to catch onto the benefits of verification. As Twitter reaches critical mass, more and more companies will take steps to protect their brand names.

7. Tighter budgets

   As the recession continues into 2012, PR and marketing budgets will be under even greater pressure. Companies will expect more for less, and agencies will need to be innovative and money-savvy when engaging with online communities.

8. More measurement

   Despite tighter budgets, online reputation measurement and monitoring will grow in importance as clients begin to appreciate the huge advantage of having what is effectively comprehensive customer research at their disposal.

9. Increased skills development

   As social media matures and online brand management becomes more sophisticated, there will be a surge in the development of local skills. Advertising and PR graduates will be expected to know their way around social networks, while clients will welcome training.

Of course, every year we try to predict the comings and going of an industry that frequently defies any kind of forecast, but it is the surprises that make it so exciting.

Therefore, the most important tool you can have at your disposal is the ability to adapt.