| dc.description.abstract | Social media is here and it has brought with it dramatic new features that have changed how individuals and groups communicate on the Internet. Some of key players CVI the social media scene include Twitter, the up-and-coming Google+ and, of course, Facebook. This study sought to find out how television stations in Kenya are using their Facebook fan pages and whether it has been effective.
The study adopted the case study method which Mugenda and Mugenda (1999: 173) define as an in-depth investigation of an individual, group, institution or phenomenon. Under investigation was the activity of June 2012 on Citizen TV, NTV and KTN Facebook fan pages. The study used content analysis as the key research instrument. To gain further insight, key informant interviews were conducted using a detailed questionnaire. The findings of this research indicate that the select media houses are indeed on Facebook and using their pages.
The users' responses suggest that NTV used its page most effectively as compared to Citizen TV, who barely used their page in June 2012, and KTN who overused it and for the wrong thing as captured in the findings of this study. This study recommends that social media policies employ a user-driven approach in deciding what to post on their pages. The study encourages continuous monitoring and evaluation of social media presence to ensure that it adds value. | en_US |
