Social networking platform Obami.com aims to connect SA`s school communities

OUR KIDS have embraced social networking technologies so enthusiastically, and in so many areas of their lives, that it`s ironic that the schools that educate them have yet to make use of the most basic Web 2.0 tools.

So says , creator of Obami.com, a social networking platform aimed at local schools.

While most South African schools probably don`t have an official policy regarding the use of social networking sites, some schools have banned social networks for wasting classroom time or to protect their students from sexual predators and other `weirdos`.

But, says Mallinson, a platform that could facilitate communication and collaboration at schools could really help with education, and "here in SA, schools need all the help they can get.

"Obami.com started out in the UK as a basic social networking site, but with the growth of Facebook and other generic giants, I was forced to rethink where the business was going. I knew there was space for niche networks, so I looked to schools, which are already based on strong networks in the real world," she explains.

FOUNDATION PHASE

After a two-year redevelopment phase, which saw Mallinson moving the project to a Cape Town-based development agency, the site was launched in September 2009 after a pilot phase at St Mary`s School, in Waverley, Johannesburg.

"Currently we have five registered schools, with about 750-plus users. With the start of the new school year, we are expecting both these numbers to grow significantly as schools formally introduce Obami.com into their communication mix," says Mallinson.

"Traffic has grown, but because Obami.com is a closed site, whereby only registered schools can join the community to ensure kids` safety, we aren`t seeing all that traffic necessarily converted to registrations straight away. Use within the site is also growing, and it`s great to see teachers and kids finding ways of doing things that I hadn`t even thought of," she adds.

Obami.com is not only an educational platform, it has been built to facilitate the digital aspect of school life in its entirety, indicates Mallinson.

So, pupils get to interact with their real-life teachers and parents through the distribution of school newsletters and notices, the building of classroom and sports team communities, the sharing of classroom handouts and study notes, the adding of school events, sports fixtures and exam timetables, or the uploading of photos and videos of anything from a school play to a science experiment or a rugby match.

Obami.com also enables discussions to take place around certain topics, homework to be assigned and submitted, and messages (SMS or e-mail) to be sent out, keeping everyone posted on what`s happening in and around their school.

CONTINUING EDUCATION

Obami.com is free for schools to useĀ  the only things they have to pay for are SMS credits if they choose to make use of this feature.

"To make it a viable business, a number of other revenue models have been identified, such as advertising, listings, sponsored content, and affiliations. These will only start generating income once Obami has hit a critical mass of users - let`s hope it won`t take too much longer!"

Mallinson, whose background is in marketing in the corporate world, is currently only targeting South African schools, but she does have plans to extend the market internationally once Obami.com has sufficient traction.

"We`ll soon be launching a mobile version of the site, something that, given the high ratio of mobile Internet users in SA, will suit the market quite nicely. We`re also exploring partnerships with a number of established companies - some really exciting things should come of that," she anticipates.

Despite the challenges of securing funding and running the business by herself, Mallinson says she`s very excited about the future of Obami.com. "There are challenges, like motivating schools to change their core communication process, but the potential for social networking to help with education and social behaviour by connecting communities is huge. We need to educate schools and teachers about the engaging and supportive role that social media can play, we need to break down the fear of technology and demonstrate the benefits it can bring, while still preserving and upholding the traditional role of schools," she says.



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