ANC targets Mxit for elections

2013-07-29 08:20
Mxit. (Duncan Alfreds, News24)

Mxit. (Duncan Alfreds, News24)

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Cape Town - Mxit is proving to be an ideal platform for politics as the African National Congress moves to engage young people ahead of the 2014 elections.

The ANC announced on Sunday that its Mxit application has racked up several thousand users since launch.

"In total, 400 000 new members ages 17 - 25 across South Africa have joined the ANC App and this number is growing daily," said Marius Fransman, ANC Western Cape chair.

The Western Cape ANC decided to use Mxit as one strategy to wrest control of the province away from the Democratic Alliance as the 2014 contest gains momentum.

The DA has also used Mxit as a political platform and said that issues of jobs and education were of concern to the youth.

Social network

"The DA is reaching out to all South Africans, especially young South Africans, through Facebook, Mxit, Twitter and other forms of social media on an unprecedented scale. We are not only taking our message to them, but also giving them an opportunity to engage with us in dialogue on these issues," wrote DA national spokesperson Mmusi Maimane.

Mxit manages to maintain its relevance in the South African context because it works on feature phones, making it accessible to the large majority of users.

Though the company began as a chat service, it has expanded its services to become a fully fledged social network with around 10 million active users.

Mxit said that the social media landscape in SA was still an active battle ground for players to take market share.

"The social media landscape in South Africa is in a state of flux where anything could happen. There is room for massive innovation and the war for market dominance is still raging. It’s a good time to be playing in this space because nothing has been determined. The game is still on and anything could happen," chief marketing officer Vincent Maher told News24.

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Read more on:    mxit  |  da  |  anc  |  social networks

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