The Influence of Social Media on Corporate Communication :a Case of Kenya Commercial Bank

Abstract

Social media has immensely influenced corporate communications altering how companies and stakeholders communicate. Contrary to the traditional mode of one way communication, social media has compelled corporate communications to initiate a dialogue whereby stakeholders actively contribute to the message. Regardless of the popularity of social media studies, apparently there still exists a knowledge gap regarding how organisations can use these channels to enhance corporate communication objectives .This study therefore,seeks to bridge this information gap and provide mechanisms that will aid adoption of social network applications in enhancing communications between companies and their stakeholders. The study adopted a descriptive survey design, with systematic sampling technique, selecting sample units ,using systematic stratified sampling. The study was conducted through use of questionnaires and key informants interviews from corporate affairs and marketing, social media and customer care departments within Nairobi.Responses from participants were assessed by quantitative methods while responses from in-depth interviews with key informants were evaluated by qualitative methods. The Statistical Package for Social Sciences (SPSS) was used to aid in the statistical analysis of the data. The study established that social media creates a positive image for an organisation for example through CSR, reputation management and marketing. In terms of customer service the study found that social networks fortify corporate communication by enabling faster response to queries and real-time communication with stakeholders.The study concludes that KCB has adopted social media tools to aid in achievement of corporate communication objectives. The recommendation of the study includes putting in place a social media strategy that drives exposure and traffic to the brand , reduces marketing expenses, and expands the customer base .