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.
Nigeria Data Protection Commission (NDPC) has launched an investigation into allegations that the confidentiality and integrity of candidates’ personal data may have been compromised by hackers.
The Commission initiated the inquiry following concerns over possible data breaches during examinations.
Preliminary findings indicate that several examination centres may not have implemented adequate technical and organizational measures to safeguard candidates’ personal information, as required under data protection regulations.
Although the incident reportedly affected 379, 997 candidates, the NDPC’s investigation is poised to cover a systemic audit of data processing and third parties.
It will be recalled that JAMB recently admitted that a technical error on its platform affected a total of 379,997 candidates in 157 examination centres across Lagos and the South-East.
Further investigation led to the arrest of at least 20 suspects who are currently in the custody of the Department of State Services and the Nigerian Police Force.
Cyber security firm, Kaspersky, has once again warned that sophisticated cybercriminals increasingly target Africa as ransomware and advanced persistent threats (APTs) escalate across the region.
Speaking at the company’s annual Cyber Security Weekend for the Middle East, Turkiye and Africa (META) region, the cybersecurity firm’s Global Research and Analysis Team highlighted growing digital threats affecting African nations.
Kenya, Nigeria, and South Africa emerged as hotspots, with Kenya recording one of the highest web threat incident rates at 20.1% in first quarter 2025.
“While ransomware is less prevalent in Africa due to lower levels of digitisation and economic constraints, countries like South Africa and Nigeria are seeing a sharp rise in attacks,” said Sergey Lozhkin, head of META and APAC regions at Kaspersky.
Kaspersky noted a 0.01 percentage point increase in African ransomware cases year-on-year, reaching 0.41%, still below global and Middle Eastern averages, but a troubling sign for the continent’s emerging digital infrastructure.
Experts warned that attackers are refining their tactics, shifting focus to unconventional entry points like IoT devices, smart appliances, and misconfigured hardware.
“As these economies expand digitally, sectors such as manufacturing, finance and government are becoming key targets,” said Lozhkin
The cyber-crime landscape is evolving quickly, fuelled by AI tools and dark web access to large language models, which enable less skilled actors to launch convincing phishing and malware campaigns.
Groups like FunkSec, which uses AI-generated code and a low-cost ransom model, are redefining ransomware operations.
“African organisations face the dual challenge of expanding digital footprints and limited cybersecurity awareness. This makes layered defense strategies, including network segmentation, real-time monitoring and regular staff training, essential,” stated Lozhkin
Kaspersky continues to monitor 25 active APT groups in the META region, including SideWinder and MuddyWater, some of which are known to target African institutions.
To bolster defenses, the firm recommends using tools such as its free Anti-Ransomware Tool for Business and the Kaspersky Next suite for threat visibility and response.
Nigeria recently launched a new joint case team to step up its response to cybercrimes that affect people and businesses at home and abroad.
The ‘Joint Case Team on Cybercrime’ brings together Nigeria’s key justice and security agencies to work as one, making it easier to detect, investigate, and prosecute digital offences.
It is supported by the UK National Crime Agency, the UK Foreign, Commonwealth and Development Office, and the Commonwealth Secretariat, as part of a wider effort to promote international cooperation on cybercrime.
Speaking at the launch in Abuja, Prince Lateef Fagbemi SAN, minister of justice and attorney general of the federation described the initiative as “a bold and transformative stride in Nigeria’s justice system.”
He said that although Nigeria has a national legal framework to address cyber offences, laws alone are not enough.
Nigeria is among the countries most affected by cybercrime around the world, with increasing financial losses.
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