"Africa, Tech & Women: The New Faces of Development" panelists (left to right) TMS Ruge and Liz Ngonzi discuss the role of women in Africa's tech space (Image: Winston Ford)

Many people’s view of Africa is outdated, and, quite frankly, inaccurate. The Western world continues to be shown images of poor, uneducated women in villages with no access to the modern world.

Where are the progressive images of young women using social media to share their stories, or women heading technology companies in places like Nigeria and Kenya? These questions were asked at Monday’s panel “Africa, Tech & Women: The New Faces of Development” at this year’s South by Southwest Interactive Festival. Led by Project Diaspora co-founder TMS Ruge, the hour-long discussion shed a different light on the role of women on the continent. The panel featured such notable figures as Vice President of InMobi Africa Isis Nyong’o and Ebele Okobi of Yahoo!.

There has long been emerging markets in Africa; however, there are still many misconceptions about technology on the continent. Over 30% of Africans are defined as middle class, and mobile phone penetration has risen to 60%, according to statistics shared during the presentation. Over 1 million affordable Android phones such as IDEOS have been sold, opening up multiple possibilities with the mobile web and apps. Applications such as Cnectd and StoryDroid are being developed in Africa to allow users to share their stories. Women are adapting to these platforms in record numbers. There is a noticeable change in consumer behavior, as users are becoming producers of information, rather than just consumers.

Internews Vice President Debora Ensor notes that technology has begun to infiltrate villages. Women are staying in school because they want to learn how to use technology. Science and math are no longer considered a “man’s thing,” and young girls are increasingly interested in these fields. Women are also leading some of Africa’s largest technology companies like Main One Cable CEO Funke Opeke.

Even with this progress, Western companies still have a misguided view of Africa. Okobi, who runs Yahoo!’s development strategy states, “charity is not a business strategy,” and challenges companies to ask themselves, “Do you want clients, or recipients?” Recent missteps by companies such as Nike in understanding the role of African consumers, as well as charity organizations such as Red and Invisible Children highlight the disconnect between these organizations and African consumers.

As Ensor states, non-governmental organizations (or NGOs) need to listen to consumers and support–not dictate–how they should live their lives. Africans are building tools and platforms without the help of charities and NGOs. She gave the example of a group of women from a small village that created a radio program that shares tips, recipes and political discussions after a NGO-funded station failed to catch on.

The panel agrees that there is a lot of work to be done to increase tech penetration in Africa. However, as mobile tools become more accessible to the masses, Africans are increasingly sharing their stories with the world, giving women a new and powerful platform to inform the masses.

Follow BlackEnterprise.com’s coverage of 2012 South by Southwest (SXSW) at blackenterprise.com/technology .

“A high search engine ranking means that your Website will appear on the first page of a search engine, when someone searches for the subject of your site,” says Linda Girard, co-founder of online marketing consulting firm Pure Visibility in Ann Arbor, Michigan. An environmental consultant looking to generate new business online, for example, would want to take the steps necessary to make sure that his results appeared on the first page (and preferably in the top three listings) when someone types “environmental consultant” into Google, Yahoo, or another search engine.

Making that happen takes more than just a simple submission of your site and keywords to the most popular search engines. To get their attention, most companies use a mix of pay-per-click keyword searches (where you “buy” the most relevant keywords to ensure that your site attains a high ranking) and search engine optimization (SEO). SEO is the technique of attaining a high ranking in search engines and directories via changes to your site code that make it more search engine compatible.

The latter can be as easy as updating your company’s site map (which shows the site architecture), says Girard, who recently worked with a firm that was losing $5,000 a day because its site was relegated to pages two and three of the search engine results. By updating its site map and submitting it to the search engines, Girard says the firm was able to regain its first-page status.

Keeping title tag keywords relevant and updated is also important, Girard says, who advises firms to review the product and/or service descriptions regularly, keeping in mind that they must make sense to both the search engines and the users. “Look at whether the key phrases are really telling your company’s story to the user. If they’re not, then change them to better reflect your message and mission.”

The age-old SEO strategy of linking to and from high-quality, relevant Websites still work, says Girard. Link to publications, social networking sites such as Facebook, and those trade groups and organizations that are important in your industry, and your search engine rankings will improve exponentially, Girard adds. And remember to add video and photos to the mix.

“These days, it’s not unusual to see a search engine like Google pull up a YouTube video in its top 10 results, so upload your video there and attach good, searchable terms to the clips in order to get those high rankings,” Girard says.

Finally, Sergio Alvarez, COO at AI Media Group, a New York-based firm that helps clients invest in accountable branding and advertising, says companies that narrow their focus to a specific geographical area tend to get the best search engines. A day spa with two Manhattan locations, for example, should use specific keywords that target its customer base, such as “Manhattan Day Spa” or “Day Spa Upper West Side.”

“Rather than trying to hit everyone everywhere, focus on your past, current and potential clients within a certain area,” says Alvarez. “The end result will not only be a higher search engine ranking, but also a much better ROI from your overall Web strategy.”

Top 10 Positive Search Engine Ranking Factors

1.    Keyword use in the title tag
2.    Anchor text of an inbound link
3.    Global link popularity of site
4.    Age of site
5.    Link popularity within the site’s internal link structure
6.    Topical relevance of inbound links to site
7.    Link popularity of site in topical community
8.    Keyword use in body text
9.    Global link popularity of linking site
10.    Topical relationship of linking site

Source:  SEOMoz.org

Web Resources

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Try a government job

U.S. Census 2010: The U.S. Census Bureau is recruiting temporary part-time works for the 2010 Census. The pay is good, the hours are flexible and the work is close to home, says the Census Web site. You’re Duties: Update address lists and conduct interviews with community residents. Though most positions require a valid driver’s license and use of a vehicle, public transportation may be authorized in certain areas. Call 1-866-861-2010 or visit the U.S. Census Bureau’s Website for more information.

Operation Hope: Not only has President-elect Barack Obama done a stellar job of facing the nation in this time of uncertainty, he’s also enlisting the help of the electorate. You can apply for a job in the Obama administration on the Change.gov Website. Though the site doesn’t specify available positions, the government’s expansiveness and ability to hire workers across sectors means people with a range of experience and expertise can apply.

Field your search online

Indeed, I found a job: I’m sure most of us can think of at least one person, if not yourself, who has found a job through online listings. If you’ve already searched through the usual suspects, Monster.com, Myspace Jobs and Craigslist, cast your net wider.

Indeed.com is a job database that lists over 800,000 positions in an array of sectors. Just type in your desired location, employer or position and Indeed does the leg work. If you’re facing a layoff or have just been let go, remember, be flexible. You may not find the “perfect job” but you may find something that will pay your bills and provide for your family.

Be sure to stay away from sites that offer to help you for a fee.

Join a Yahoo Group: One of the (many) good things about the Internet is the ability to easily find people with similar interests. Browse Yahoo Groups for online communities pertaining to your career field. It’s not unusual for members to share information about job prospects. It can also serve as a support group for people who’ve experienced or may be experiencing a similar situation. Start conversations and get to know the members. There may also be invaluable invites to networking events or tips for useful resources.

What to do in the meantime

It pays the bills: It’s easy to frown upon working at McDonald’s or for a retailer, especially if you’re coming from a high-paying job. But when the bills are due, your landlord won’t accept the fact that your pride won’t allow you to take a “lesser job.” Roll up your sleeves and start applying to jobs everywhere, including a donut shops and outlet stores. Hey, my stint at Blockbuster Video meant free movie rentals and dibs on new movie releases.

Build your skills: If you’re forced to work a temporary job outside your field, it’s imperative to keep abreast of new developments in your industry so that you stay relevant. Remember, the longer you’re out of the field, the harder it may be to get a job.  This can be as simple as logging on to Youtube.com and searching for tutorials. The site is laden with how-to videos from experts. You’ll also want to search for seminars relating to your career that fit into your schedule. Don’t just take in the information—Try it! Who knows? You may be able to start your own business.

Venture into different fields: As you look for a temporary job, spend some time figuring out your latent passions and talents. Try researching careers and industries that have long interested you at the library and online. Start small and develop a plan. It may be as simple as starting a blog or learning html coding. Pick up a book, look for how-to podcasts and videos on iTunes. Find opportunity within the turmoil.

Rene Syler, who was fired from her job as co-anchor at the CBS News Early Show two years ago, realized that within the ranks of unemployed workers there is a community waiting to be put to use. So, upon hearing the sting of fear and pain in yet another acquaintance who had been let go, Syler decided to start the social networking site Ivebeenlaidoff.ning.com.

“Having been there, I do understand and can relate to the hurt, shock, incredible disappointment and fear that people are going through,” says Syler, who launched the site Dec. 5.

The Department of Labor estimated earlier this month that 1.9 million jobs have expired since the beginning of the recession, which economist say began in December 2007. In the face of such a daunting outlook, Syler sought to establish an online environment for the unemployed to feel safe talking and venting, while sharing ideas, potential job offers, and advice. Eventually, she plans to address some of the practical aspects of looking for work.

Last week Syler posted a Q&A with Janet Taylor, a psychiatrist and the multicultural editor of BeWell.com, who discussed the stages of emotional devastation after losing a job.

“People are more apt to listen to info when it comes from someone who has been there instead of an ’expert,’ ” explains Syler. “You can get people who are on both sides of the coin. There are a number of people on the site who haven’t been laid off, but they are fearful or know that it could happen to them. The ones who are [unemployed] now can look to the ones who have been there to shepherd and guide them through.”

Syler’s site could be very beneficial to those who need to talk out their experience with others as long as it is done in a way that is productive and it is not a pity party, says Annya Lott, careers editor for Black Enterprise.

“Clearly being unemployed right now is really scary. Seeking emotional help to work through the doubt, fear, and anxiety is really important,” says Lott. “So of course you want to update your resume and sharpen your interviewing skills, but all of the external stuff you do to get employed you also need to do internally.”

Syler used ning.com, a do-it-yourself social network because the Ning template was easy to set up and the price was right—free. She plans to launch a dotcom later when she gets more time, but social networking sites are so popular it might not be necessary. LinkedIn, Plaxo, Ecademy and Ryze are a few of the more popular professional networking sites that help business people connect. With Ning, Syler was able to build a site that directly complimented her target audience—the unemployed.

The number of business professionals using social networking sites is increasing, found a survey conducted last July by Challenger, Gray & Christmas Inc., an outplacement consultancy group. About 10% of respondents said their companies view social networking sites as invaluable marketing, networking, and sales tools, according to the survey. In addition, about 22% of Americans use an online social networking site, up from just 7% in 2005, according to a survey conducted by the Pew Research Center for the People and the Press.

Since African Americans are less likely to seek professional help so online support groups might provide help indirectly, advises Lott.

“The hazards of venting on a social networking site can be a tremendous for future employment. A lot of people use Twitter, a micro-blogging site, to vent,” says Wayne Sutton, a social media strategist who started socialwayne.com to help industry leaders navigate the social media landscape.

Many sites like Twitter and LinkedIn are public and someone’s profile can be viewed from a simple Google search. And because of that Sutton cautions people to be careful about what they write in the wide open World Wide Web. If a user applies for a job, it can hurt them if that company sees that they dealt negatively with a layoff.

“An employer wants to know that they can trust that individual,” says Sutton who advises visitors to check the privacy status agreement to see how and where the content from a site will be used. “You do not own that content and that can be used against you,” he says. “You have to be careful. Participate in conversations and let people know your skillset. But there is a difference between reaching out for help and venting. I wouldn’t say anything on a social networking site that I would not say in public to an individual.”

Visitors to sites like Ivebeenlaidoff.ning.com and similar sites can maximize the experience by keeping the following edicts in mind:

Protect your brand. “You should always be aware of what you are putting on line,” says Lott, who reported in the October issue of Black Enterprise that companies like Merrill Lynch and McDonald’s use LinkedIn and Facebook as a corporate recruiting tool. They also use it to weed out candidates.

Build a diverse network. A big part of the job search is contacts and networking, but networking comes in all different forms. You can build a network online that is just as strong as a corporate network. “You might be in one industry and someone might be in a different industry, but a social networking site helps bridge those gaps where you can help each other. You never know who has a job lead for you.”

You still have something to give. “There are some dark days. I remember those. One day you’re feeling great. The next day you can’t get your head off the pillow. The next day you’re ready to conquer the world. Then another day you’re putting out a bunch of resumes and you’re not getting anything back,” says Syler.

However, in the long run Syler says she wants to encourage her visitors to remain positive and keep in mind that they are not the only ones who feel this way. “Understand that what you do [for a living] isn’t who you are,” she says. In the interim, those who are laid off can still make contributions to society by encouraging others and imparting their experiences.