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You confuse selling with marketing, this fact makes the 1700 CEO's correct and you wrong.
Marketing is the entire business seen from the point of view of the customer selling is convincing people to buy your stuff - huge difference.
Maybe the real question is when do you realise that you don't measure twitter or facebook in this way?
Mxit is a social media platform with more than 8 million users. The last I looked there were 1.5 million facebook users in South Africa, around 5 million internet users with years of experience online.
That's a a significant community online.
This is due to grow even more when the number of cables on their way to South Africa land - 60 times more bandwidth coming online in only a month or 2.
Truly I believe that South Africans must move past the racial stereotypes and get on with life. Old style apartheid died in 1994. Its time to get over it already.
Social media big and will get huge. :)