The purpose of this article is to investigate and understand the effectiveness of using socialmedia technology for marketing activities in South Africa. The study seeks to investigate thefeasibility and reach of using social media tools such as Twitter/ Face book and Black BerryMessenger (BBM) to market products and services in South Africa. While many South Africanshave access to mobile technology in the form of smart phones not many households have actualinternet access in the form of a broad brand subscription. This therefore, poses the question - is itfeasible to use e- marketing tools in the South African landscape and what should the internetplatform be? Having delineated the thrust of the paper, it should be noted that the paper does notpretend to capture all the variables of using social networking technology for purposes ofmarketing. However, it does speak to certain facets of the effectiveness of using socialnetworking technology.