Social media as a strategic communication tool by Safaricom Ltd
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Date
2012-11Author
Mutai, Daisy Chebet
Type
ThesisLanguage
enMetadata
Show full item recordAbstract
The emergence of new digital technologies and social media has also had a dramatic
impact on the invariable change in communication and changed the rules for strategic
communications. This growing popularity is making its mark on companies as well as
individuals. With the increased use in companies’ activities, it has become important to
understand the impact of the on communications practice and; strategic communications
being a fairly recent phenomenon, the literature on the topic is somewhat limited. This
study examined the usage of social media as a strategic communication tool in service
delivery in Kenyan firms. Specifically this study sought to; determine the factors that
have influenced the adoption of social media in service delivery and also establish how
the application of social media as a strategic communication tool enhances service
delivery by Safaricom Limited.
This study was a case study. The population of study consisted of managers of Safaricom
Limited in selected departments. Stratified sampling was employed. Primary data was
collected from managers through use of interview guides. The researcher personally
administered the questionnaires. The filled and completed interview guides containing
data were first edited then coded to facilitate analysis. Data was analyzed through content
analysis. SPSS software aided in carrying the analysis; this included frequency
distribution tables and charts.
The study found out that social media ensured faster and instant information
dissemination of information on the product and services and further ensured faster
responses and feedback from customers. Social media was also employed in
communication with the public on company matters; in customer relations management
and managing a crisis with the company's. The study concludes that Safaricom has highly
adopted social media tools on most of its major day to day activities and it has been
effective in the service delivery. The study recommends for continued embrace of social
media for any organization which wants to remain competitive in the market; however,
social media tools need to be handled with high professionalism owing to the damaging
effect they have on a company’s reputation if mishandled.
Citation
MBAPublisher
School of Business