Five years ago, when Social Media Week launched in Lagos, it was the first event of its kind in Africa on that scale. At the time, social media seemed mostly a fun and useful marketing communications platform.
Looking back, that was only partly right. Social media is undoubtedly a lot of fun and many a brand, including personal brands, have established themselves with social media.
But five years ago, it would have difficult to anticipate the importance of social media in Africa as a key communications tool with tools like WhatsApp, Viber and more recently WeChat. For some Africans, the newsgroups within WhatsApp alone have become a primary source of news and entertainment.