South Africa, Feb. 14 -- Lanie Krugel has just launched Kru & Co, a South African social media agency - yes, the name originates from her surname. We discussed the agency's startup story and social media trends for South Africa to wake up to, on a summer's day, over icy drinks at Jason's Bakery in Green Point.

Our discussion touched on an interesting comparison of social media market maturation, as well as the industry pressure points of clients saying: "Make us go viral".

Let's start with the basics. Talk us through the context of launching Kru & Co and the gap you're filling.

All clients of my original company, the Social Kru, are based in the USA and UK. We didn't have any South African clients until we did a campaign with a client ...