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2016’s Biggest Social Media Trends for Business

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This year, social media adoption hit a new high. Around the world, there are now more than 2 billion active social media users (growing at a steady pace of 25 percent a year).

This means more people now regularly use social media than the entire populations of the United States and China, combined.

The runaway expansion of social media hasn’t, of course, escaped the notice of businesses.

Social media, much more so than the web itself, has become the new ‘front door’ for business today. Nine out of 10 US companies are now active on social networks. 90 percent of businesses see increased exposure as a result and more than half report improved sales.

In 2016, the pace of social media change will accelerate even more.

The good news for businesses is that major social networks like Facebook, Instagram and Twitter are figuring out ways to make it even more simple and productive for companies to engage with customers—and employees.

Meanwhile, more and more tools are emerging that make it easier to track the impact of social media business use, whether for marketing, customer support or HR.

So what exactly is in store for 2016?

Here are 5 key social media trends for 2016 that businesses should be looking at:

Social media at work is on the rise.For years now, we’ve been promised that a new generation of internal social networks—for use inside company walls—will spell the end of email.

No more hunting through your inbox for information. No more group email threads from Hell. And yet email has lumbered on in the workplace.

Well, until now. Slack has proven a game-changer.

Its intuitive interface, built around themed chat rooms and searchable archives, has propelled it to more than a million daily active users in just two years time, from the team at NASA to the team at your local coffee shop.

Meanwhile, Facebook’s new workplace networking platform Facebook at Work is officially being used in trial mode by 300 companies (including mine).

With studies showing that using social media at work increases productivity and engagement, it’s only a matter of time before more businesses get on the bandwagon.

Companies turn to their own employees for bigger social media reach. Nearly 80 percent of businesses now have a dedicated social media team.

But many still struggle to reach an audience. 2016 will see companies turn increasingly to an underused resource in the effort to get the word out: their own employees.

Employee social advocacy programs, which encourage staff to share updates about the business on their own social media accounts, have grown by 191 percent since 2013 and are due to take off in the year ahead.

When done right, the payoff can be impressive: companies not only expand their social media reach dramatically, they also get measurably better results.

Content shared by employees, by one recent measure, gets eight times more engagement than content shared by brand channels.

A new generation of tools to facilitate employee sharing (including one that Hootsuite developed) should help this approach go mainstream in 2016.

Companies start paying attention to social messaging. Here’s an eye-opener: Globally, there are nearly 4 billion active users of messaging apps, from WhatsApp and Facebook Messenger to WeChat and Kik.

The top 5 apps in the world in terms of frequency of use, in fact, are all messaging apps: users are popping them open more often than even Facebook or Instagram.

What does this mean for companies? So far, not much. Messaging remains largely in the black box known as “dark social.” Right now, it’s kind of a mystery what content is being shared among users and how that affects web traffic and “conversions.”

Intrepid brands—fromHellman’s to Absolut and HBO—are testing the waters, but by and large messaging’s huge potential remains untapped.  

But 2016 may well be the year that analytics and insights become more readily available, enabling companies to develop full-fledged strategies around social messaging.

All the major social platforms now have messaging components, and it’s only a matter of time before they figure out how to make that data available to businesses for marketing purposes. 

In the meantime, messaging is already emerging as a key channel for one-on-one social customer service.

Twitter lifted its character limits and follow requirements on direct messages earlier this year with customer support in mind, and Facebook Messenger has been busy piloting customer service features of its own. 

Social media advertising (really) takes off. Haven’t noticed the exponential increase in ads on your social media feeds?

That probably means they’re working. In contrast to old-fashioned banner ads, the new generation of “native” social media ads like Facebook and Instagram sponsored posts and Twitter promoted Tweets look and act a lot like normal social media updates from friends and followers.

They’re also targeted with an uncanny degree of precision: Advertisers are able to drill down not just by age and gender but by interests, location, company affiliation, role and more. So the ads you get are probably the ones you actually want to see.

For all those reasons, companies ramped up social media advertising in 2015, withspending increasing 33.5 percent to nearly $24 billion (especially impressive because a few years ago that number was $0).

Expect to see those trends continue: By 2017, social media ads may account for a full 16 percent of all digital ad spend globally.

Fueling the growth: a host of new tools that let small businesses design and pay for social media ads in a few clicks—simplifying a process that was once the exclusive domain of high-priced media buyers.

Social video takes over. In case you missed it, social video is exploding.

Last year, Facebook more than doubled its daily video views to 8 billion, reportedly overtaking YouTube.

Twitter launched native video of its own in 2015, while Snapchat now reports 6 billion daily video views in its own right. In total, adult users now consume a total of 66 minutes of online video, each and every day.

Expect that total to climb to lofty new heights in 2016. ‎
Facebook is readying to roll out features like Suggested Videos and maybe even a dedicated video feed, andSnapchat Stories are growing ever more popular and feature rich.

Little wonder that70 percent of companies now say video is the most effective tool in their online marketing belts and two out of three businesses expect it to dominate their strategy going forward.

Despite the stats, many companies are still reluctant to get into the social video game for one reason: the cost of professionally shot video can be prohibitively expensive. But alternatives are multiplying.

Shorter formats, from 8-second Vines to 15-second Instagram videos, not to mention streaming video like Periscope and Meerkat, offer a hassle-free entree into the arena.

Meanwhile, crowdsourcing campaigns and tools are emerging as an ever more popular way for companies to gather and share video.

The biggest trend of all for 2016, however, hardly requires a crystal ball to see.

Around the world, social media is quickly becoming business as usual for companies. Facebook, Twitter, Instagram, LinkedIn and other networks have fundamentally changed how companies reach and interact with customers, offer products and services, communicate with employees and — in a nutshell — do business. And that wave hasn’t even begun to crest.

Culled from Ryan‎ Holmes‎’ blog (LinkedIn Pulse‎)


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E-Business

FG Bans Use of Gmail, Other Personal Emails for Civil Service Operations

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Federal government has banned  the use of personal email accounts, such as Gmail, Yahoo Mail, or Hotmail, for official public-sector transactions, mandating that civil servants transition to a secure, institutional digital platform.

FG Bans Use of Gmail, Other Personal Emails for Civil Service Operations

This ban requires all government officials to use secure institutional platforms with the approved .gov.ng domain to safeguard sensitive data.

The announcement was made in Abuja by Didi Esther Walson-Jack, head, the Civil Service of the Federation, during a digital transformation summit held to celebrate the 20th anniversary of Galaxy Backbone.

According to Walson-Jack, the government has activated more than 115,000 official GovMail accounts to ensure that communication within the federal civil service remains secure, professional, and easy to track.

She said government activities should no longer rely on personal email services or informal channels that make record-keeping difficult.

The Head of service explained that official information must remain within government systems even when an officer leaves a position.

This, she said, will help preserve important records and prevent the loss of government information tied to individual workers.

The Head of Service also disclosed that the Federal Government achieved a major target by completing the digitalisation of work processes across all 38 federal ministries and extra-ministerial departments before the end of December 2025.

She described the development as proof that reforms can succeed when there is clear leadership and commitment from government institutions.

According to her, the achievement shows that the civil service is capable of adapting to modern methods of operation.

Walson-Jack recalled that in the past, government files could easily be delayed, misplaced, or trapped in lengthy approval processes.

She said the shift to digital systems now makes it easier to monitor documents, improve accountability, and measure progress in government operations.

Walson-Jack added that the paperless civil service initiative is aimed at making government work more efficient by cutting delays, reducing unnecessary bureaucracy, improving transparency, and allowing records to be retrieved and processed faster.

 


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Payaza Launches AI-powered Storefront Platform to Drive Cross-border Commerce

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Payaza Africa Limited has launched Shopaza, an artificial intelligence-powered e-commerce platform designed to help African businesses and merchants sell products and receive payments more efficiently across multiple markets.

The platform, unveiled in Lagos, is aimed at simplifying cross-border commerce by providing merchants with integrated payment infrastructure, AI-enabled business tools and access to international markets through a single platform.

According to the company, Shopaza is available across 23 countries in Africa, North America and Europe, where Payaza currently operates, offering businesses a scalable platform to manage online sales and payments.

Speaking at the launch, Seyi Ebenezer, Chief Executive Officer of Payaza Africa, described Shopaza as a major step toward unlocking Africa’s commerce potential.

“Africa’s commerce potential has always been there. What was missing was the infrastructure to unlock it.

“At Payaza, we have spent years building the payments backbone that businesses across this continent rely on. Shopaza is the natural next step, taking everything we have built and putting it directly in the hands of merchants who deserve better tools, better access, and better opportunities.

“Today, we are not just launching a product. We are making a statement that African businesses can compete and win on a global scale. Shopaza is live in 23 countries. The infrastructure is ready, the vision is clear, and we are just getting started,” he said.

Also speaking, Sola Ashiru, Group Head of Marketing and Communications at Payaza Africa, said the platform was developed after a comprehensive assessment of the African e-commerce landscape.

“We studied the African e-commerce ecosystem carefully and identified three critical gaps holding merchants back: limited access to AI-powered tools, weak payments infrastructure, and a broken settlement process. Shopaza was built specifically to close those gaps.

“This is not a rushed product; it is a well-thought-out solution to the most persistent pain points in African commerce today. While we are launching in Nigeria, our operational footprint already spans Africa, North America, and Europe.

“We have also established partnerships with local entities across key markets to drive grassroots adoption. Ultimately, we have solved an African problem, and Africans need to know about it,” he said.

Ashiru further explained that Shopaza offers an all-in-one solution designed to simplify selling and accelerate business growth for merchants.

“The platform features AI-powered onboarding and smart selling tools that enable users to set up quickly, manage storefronts with ease, and optimise pricing and product listings for improved performance.

“Shopaza also provides free, integrated marketing tools to boost visibility and help merchants attract and retain customers without additional costs,” Ashiru noted.


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NIPOST Plans Digital Postcodes for Every Building in Nigeria

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Nigerian Postal Service (NIPOST) has reaffirmed its commitment to implementing a National Digital Postcode System to assign a unique digital address to every addressable building across the country.

NIPOST Plans Digital Postcodes for Every Building in Nigeria

Speaking at the unveiling of the Post Code Delineation Model Validation 2026 in Abuja, Tola Odeyemi, postmaster general and chief executive officer, NIPOST, said the initiative would establish a machine-readable standard location-address framework for buildings nationwide.

“Postcode is basically a framework used to have a machine-readable standard location address for every addressable building in Nigeria,” Odeyemi said.

She explained that the project would place Nigeria among the first countries in Africa to develop a postcode system down to the unit level, ensuring that each standing building is assigned a unique code.

According to her, the digital postcode system is expected to enhance service delivery, logistics operations, emergency response, and national planning by improving the identification of locations across the country.

Odeyemi noted that the diversity of Nigeria’s geography necessitated different approaches to address mapping and postcode allocation.

“Nigeria is a large country. We have all the way from the top of Nigeria, which is almost like the Sahel, to the Savannah, to the Middle Belt, to the tropical South and even to the riverine areas.

“The logic that will work for Jigawa is not the same logic that will work for Bayelsa because they have completely different geographical expressions, density of buildings, population distribution, and topography,” she said.

She said the postcode delineation process was designed to ensure that postcode boundaries align with existing administrative structures and do not overlap local government boundaries.

“Delineation has to make sure the postcode does not pass administrative boundaries, and it must not go across two local government areas,” Odeyemi stated.

The NIPOST boss further explained that the validation exercise involves testing aerially mapped polygons against actual settlement patterns and geographical realities in different parts of the country.

“To test the polygons we have drawn aerially, we must ensure they accurately reflect realities on the ground. For example, the density of buildings in Lagos, particularly in Mushin, is very different from the density of buildings in Abuja. We are making sure that density maps and topographical features are properly captured for each state in Nigeria,” she said.

She described the Post Code Delineation Model Validation exercise as a critical stage in the agency’s broader digital addressing initiative, which seeks to create a comprehensive and standardised postcode framework for the country.

Nigeria has long grappled with an inefficient addressing system, making it difficult to accurately identify locations for postal services, logistics, emergency response, and public planning.

NIPOST’s National Digital Postcode System is part of efforts to create a standardised and technology-driven addressing framework that assigns a unique code to every addressable building in the country.


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