Social media as a strategic communication tool by Safaricom Ltd

Abstract

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.