E-Business
2go Urges Understanding of Social Media for Effective Adspend
2go, the mobile social network targeting users in emerging markets, particularly in Africa has revealed how social networks differ and the mindset behind people¹s decision to use using certain networks.
Marc Herson, director at 2go said that most people use multiple social networks, and brands need to become familiar with the landscape to ensure they target their spending effectively.
“People tend to use their mobile phones to snack on content and conversation. Far more than desktop-based users, they tend to be looking for an immediate hit of social connection so interfaces need to be fast and intuitive” said Herson.
According to him, although many of 2go¹s users simply enjoy the ability to message their family and friends for free, “there¹s also an important entertainment component via our chat rooms”
He said that there are hundreds of chat rooms within the 2go network, where users can play social games or share their view on topics ranging from football through beauty tips, to religion, to support for new mothers and those living with HIV.
Users can¹t set up their own rooms, said Herson, but 2go is responsive to requests.
“Last week we added over 100 rooms, and deleted 50 that weren¹t being used. It¹s always evolving” the 2go executive added.
Chat room users don¹t have to reveal their real names, and Herson said this, combined with the fact that chats happen in real time, creates an entirely different social space for 2go users than networks like Facebook or LinkedIn, “where your profile is closely tied to your real-world identity”
“Chat rooms in general provide the same kind of pleasure as striking up a conversation on the bus” said Herson.
“It¹s instant gratification — and in some ways a more honest and expressive form of communication, because people don¹t have to worry what others will think of them” he stated.
However, noted Herson, “social activities always work best when there¹s some structure and rules. We provide a guided user experience as well as rigorous community moderation. Those are key ingredients of what makes the 2go social network successful”
“People in our chat rooms are engaging in real, meaningful conversations about things that matter to them,” Herson added. “But there’s also this awareness that they’re in a semi-public transient space, so their response to advertising is arguably much more honest and engaged than to ads that appear in spaces they regard as private.”
Ads in chat-based environments also work well, said Herson, “because when people are chatting on their phones they’re wholly absorbed. It’s not a multi-tasking environment. It’s like the difference between TV and cinema — people do other things while they’re watching TV, but not at the cinema unless they want to be shouted at. In that context, well-done advertising can be part of the experience”
“Our lives are nuanced and multi-dimensional, and the proliferation of social networks reflects this², Herson pointed out.
The trick for marketers and advertisers is to work out how best to reach people in these different spaces, without disrupting them.
Independent National Electoral Commission (INEC) has announced the establishment of an Artificial Intelligence (AI) Division within its ICT Department.
This marks a significant stride toward enhancing electoral integrity, efficiency, and innovation in Nigeria’s democratic process.
This decision was reached at the Commission’s regular weekly meeting held in Abuja, following a series of consultations and engagements on the global and continental impact of AI on elections.
In a statement issued by Sam Olumekun, national commissioner and chairman of the Information and Voter Education Committee, INEC underscored that the growing relevance of AI in electoral matters necessitated a proactive institutional framework to manage both the risks and opportunities it presents.
“Our interactions with electoral bodies across Africa highlighted both the risks of AI—such as fake news and content manipulation—and the vast potential it holds for data-driven decision-making, risk mitigation, automated voter services, and geo-spatial intelligence for logistics,” Olumekun noted.
According to him, the newly created division will centralise the Commission’s AI efforts, ensuring a harmonized approach to deploying intelligent systems that enhance decision-making, improve voter engagement, and boost the credibility of the electoral process.
“The creation of this division puts the Commission at the forefront of institutionalizing AI capabilities in electoral management.
It is also part of our ongoing reforms in areas where administrative action is sufficient to drive change,” he said.
He added that the AI Division will help INEC better coordinate its existing technological investments while providing safeguards against the misuse of AI technologies.
“We are positioning ourselves to maximise the positive impact of AI while mitigating its negative implications. This step strengthens the credibility and transparency of elections in Nigeria,” Olumekun concluded.
The initiative, INEC emphasised, reflects its commitment to embracing innovation in safeguarding democracy and improving electoral services nationwide.
Corporate Affairs Commission (CAC) in partnership with the Nigeria Inter-Bank Settlement System (NIBSS) has unveiled a new Application Programming Interface (API) integration system to allow private firms access company data from the Commission’s database.
Hussaini Ishaq Magaji (SAN), registrar general of CAC, who spoke in Abuja at the unveiling said the system would give selected private organizations access to CAC services through technology-based companies, called “super agents.”
“This is a practical step to show that the Commission is committed to meeting the expectations of our customers,” he said.
Magaji explained that the integration allows the agents to retrieve data from the CAC database for use in specific client requests, outside the standard services provided by the Commission.
“Before now, only a few government agencies had this integration, especially those involved in investigations, anti-money laundering, and terrorism financing. Now, private companies that meet the criteria can also access it,” he said.
He said the system complies with the Nigerian Data Protection Act 2023, and information such as residential addresses, phone numbers, and dates of birth may be restricted.
“This is a call to law firms and companies with the right technology. We’ve started with NIPS because of their credibility. Embassies and banks can now authenticate company records directly through them.”
“There are prescribed fees. We already collect them on our portal, and now customers can also pay through these agents,” he explained.
He named NIPS, MoneyPoint, and OPE as some of the companies involved.
“OPE and MoneyPoint handle only registrations. But NIPS has moved further into validation and verification,” he said.
Ngover Ihyembe-Nwankwo, executive director at NIBSS, who represented Premier Oiwoh, managing director, said the service allows secure and efficient data verification.
“This is the result of years of effort to connect our systems with CAC. It will help users verify data within the limits of data protection laws,” she said.
She said the move is a way to lower costs and promote interoperability across the financial sector.
Ministry of Interior has announced the launch of a new Online Citizenship and Business Management Platform in line with the Renewed Hope Agenda of President Bola Tinubu.
A statement signed by Dr Magdalene Ajani, permanent secretary, Ministry of Interior’s said the initiative forms a key part of its ongoing reforms aimed at promoting transparency, enhancing operational efficiency, and significantly improving service delivery to the public.
The new digital platform is designed to streamline the application and processing of citizenship and business-related services, ensuring faster turnaround times and improved user experience.
The platform allows users to apply for and manage business permits, ensuring that both local and foreign businesses operate legally in Nigeria.
It includes an Expatriate Quota System to manage work permits for foreign employees, helping companies hire skilled workers while complying with Nigeria’s immigration laws.
The Citizenship Administration and Management System provides a streamlined online process for applying, tracking, and managing Nigerian citizenship applications and related services.
Members of the public, corporate entities, and other stakeholders are expected to access the platform through the ministry’s website: https://interior.gov.ng , Direct Portal Access: https://candb.interior.gov.ng , or contact candb-support@interior.gov.ng for support and inquiries.
“The Ministry of Interior remains committed to establishing a more efficient, transparent, and secure framework for citizenship administration, while continuously enhancing service delivery through digital transformation,” the statement read in part.
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