Eleven years since its inception, Facebook gained a foothold in SA and a user base that is unlikely to go anywhere but up - especially given its recent moves to entrench its presence on local soil.
Despite the plethora of platforms at South Africans' fingertips, the world's largest social network - which turned 11 on Wednesday - is still king in SA, with 11.8 million "Facebookers", equally divided into male and female users (as of September 2014).
And analysts are confident Facebook - which despite earlier indications that certain age groups were migrating away from it - has a very long and fruitful future ahead of it in SA, which it has indicated as being a key focus for growth.
Local base
Last month, Facebook started advertising local job positions - for a regional measurement lead, creative strategist and head of sub-Saharan Africa. It also said, as part of its commitment to Africa, it was opening its first office on the continent this year - right on local soil, in SA's business hub Johannesburg.
Swift Consulting CEO and tech blogger Liron Segev says the move to expand its physical presence locally - and the fact that the company is working on a "lite" data-friendly version of its mobile app for emerging countries - indicates Facebook understands its market, not only in its US hometown, but in SA and other emerging countries too.
"Facebook, despite being born in the US, is not an American product anymore - it is thinking locally. Facebook recognises it has to be local around the world and having feet on the ground makes a big difference."
The need for a local networking platform is evident in MTN SA's aspirations to build a social network for Africa, with South African operators, he notes. MTN SA CEO Ahmad Faroukh outlined his vision for an open source African social media platform in an interview with Segev at AfricaCom at the end of last year.
Pervasive appeal
Fontera Digital Works CEO Simon Leps says digital is a "great leveller". It does not matter that Facebook was developed in the US, he says, "in order to grow, Facebook has to be desirable in emerging markets - and [the company] has been able to make it that way".
"[Facebook is] trying to stay relevant for all age groups, platforms and mediums in the market, so that they are able to connect everyone regardless of where they live, what platforms they have access to, or their income or barriers to access."
If the current trajectory is anything to go by, says Leps, Facebook is going to continue growing, "and probably become a much bigger part of our lives as we start using things like the Oculus Rift and other technologies that they will be bringing to market over the next few years".
ICT expert Adrian Schofield says Facebook has evolved over the years into a more usable environment that suits many levels of consumers, including a range of ages, and the spectrum from personal to business users. "This is not unique to SA and Facebook will continue to adapt to the preferences of its customers, based on its understanding of their behaviour on both a global and a regional basis."
World Wide Worx MD Arthur Goldstuck notes Africa had its own social network before Facebook, Mxit. "However, the vast resources and reach of Facebook enabled it to become a de facto global standard, while Mxit remained confined to youth, largely in lower socio-economic segments.
"People will gravitate towards the most effective and appealing service, rather than one that has a 'Made Here' stamp."
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