Twitter's Mission in Africa: The ability to connect with the people of Africa to share thoughts & ideas both regionally & internationally

1. Stakeholder Group - Customers/End Users
in Africa

2. Twitter's Mission in Africa

3. Purpose & Values
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Twitter's Mission
“To give everyone the power to
create & share ideas & information
instantly without barriers”
Purpose
Values
Free speech & online freedom
Speed & reliability
Fun user experience
The ability to connect with the
people of Africa to share thoughts
& ideas both regionally &
internationally

4. Key Objectives
● Increase brand awareness as
measured by followers and reach
● Enhance account engagement as
measured by likes, replies and retweet,
and quote tweet
● Grow the ability to form a social
connection virtually with the people of
Africa and the rest of the world
● Offer quick tips or links to articles,
breaking news & resources

5. The Opportunity

6. Industry Overview

7. Overview of Ghana
and the Region
● Youthful population
● Ghana = favourable to democracy and free
speech
● Ghana = HQ for the African Continental Free
Trade Area
● Large digital divide between urban & rural
areas
● Internet use in Ghana = 39% (world is 59%)
● 59% African internet users owned Facebook
while only 12% owned Twitter (March 2021)
● Dissemination of false information = criminal
offence punishable by a fine or imprisonment

8. Stakeholder Group
Overall
● Social media can be overly
political.
● Political discourse can be
very negative and varies from
platform to another.
● Some distrust of technology.
● Worries about fake news.
● Worries about privacy.
● Worries about getting
scammed for money.
Customers
● International Companies (World Bank, Federation of
West African Chambers of Commerce and Industry)
● Local Businesses
○ Build Brand Awareness (especially with youth)
○ Drive Traffic to Twitter handles/websites
○ Social media provides infrastructure to survive
pandemics
● Events(Partnership with Afrochella festival)

9. Stakeholder Group
Rural Users
● Infrastructure in rural areas
is weak
● Often lack easy access to
data (Must use cellular or
satellite)
● Finds social media elitist
because it is not easily
accessible
● Can struggle with access to
electricity to charge phones

10. Stakeholder Group
Urban Users
● Internet access is readily
available
● Data can sometimes be very
expensive (metered rates)
● Uses their phone for payments
(rather than cash)
● Enjoys social media Facebook,
WhatsApp, Twitter and TikTok
● Enjoys getting breaking,
up-to-date news, sports
information

11. Onground Conversation
The social media apps mainly used
were: Whatsapp, Facebook followed by
Instagram
Most of them did not use Twitter
Some few users (male majority) were
found to have twitter accounts that they
use for Political News updates
Advantages and disadvantages of
Twitter were mainly unknown

12. SWOT Analysis
STRENGTH
THREATS
OPPORTUNITY
WEAKNESSES
● Personalized end-user experience
● Cheaper & quicker in terms of internet
usage
● Wide target market reach
● Ability to attach links
● Governmental restrictions
● High cost of internet use
● Cyber Security
● Distrust of social media
● Spread of criticism
● Ghana has free speech
● Increasing mobile phones usage
● Increasing IT infrastructure in Africa
● Part of African free trade agreement
● Potential partnerships between Twitter and
mobile phone companies for free data
● Limited data per tweet
● Vehicle for false information/fake
news
● Limited effectiveness in terms of
reach in new markets
● Not user friendly

13. Operations Plan

14. Addressing our Competitors
User Needs Print Media Television Twitter
Customer Trust ★ ★ ✖
Wide and accessible audience ★ ★ ✖
Low Tech Requirements ★ ★ ★
Inexpensive ★ ★ ★
Immediate interactivity ✖ ✖ ★

15. Action Plan
1. Create a marketing strategy and Twitter
budget
1. Provide training on the use of Twitter
1. Make regular commentary on the
interests of Twitter users

17. References
1. Cohen, D., 2021. Twitter Goes Full Speed Ahead in Ghana With @TwitterGhana, Billboards. [online]
Adweek.com. Available at:
<https://www.adweek.com/social-marketing/twitter-goes-full-speed-ahead-in-ghana-with-twitterghana-billboa
rds/> [Accessed 12 January 2022].
2. 2018. Doing Business and Investing in Ghana. [ebook] Accra: PricewaterhouseCoopers (PwC). Available at:
<https://www.pwc.com/gh/en/pdf/doing-business-and-investing-gh.pdf> [Accessed 12 January 2022].
3. BBC News. 2022. Ghana basks in Twitter’s surprise choice as Africa HQ. [online] Available at:
<https://www.bbc.com/news/world-africa-56860658> [Accessed 12 January 2022].
4. Sanny, J. and Selormey, E., 2020. Double-edged sword? Ghanaians see pros, cons of social media, want
access but not fake news. [online] Media.africaportal.org. Available at:
<https://media.africaportal.org/documents/ad366-fake_news_and_social_media_in_ghana-7june20.pdf>
[Accessed 12 January 2022].
5. Global Business Outlook. 2022. Twitter opens first Africa office in Ghana - Global Business Outlook. [online]
Available at: <https://www.globalbusinessoutlook.com/twitter-opens-first-africa-office-ghana> [Accessed 11
January 2022].
6. Investor.twitterinc.com. 2022. Twitter, Inc. - Home. [online] Available at: <https://investor.twitterinc.com>
[Accessed 13 January 2022].