An Assessment of Social Media use in Public Relations among Mobile Telecommunication Companies in Kenya: A Case of Safaricom Plc, Airtel Kenya and Telkom Kenya

Abstract

This study examines the use of social media in public relations among Kenya’s leading mobile telecommunication companies—Safaricom PLC, Airtel Kenya, and Telkom Kenya. It explores how these companies utilize X (formerly Twitter), Facebook, and Instagram to communicate with and respond to their public. The research was guided by four objectives: to examine the modalities of social media use by Safaricom, Airtel Kenya, and Telkom Kenya; to assess the reasons for their use of social media; to determine the effects of this use; and to evaluate the effectiveness of the social media tools employed. A mixed-methods research design was adopted, combining quantitative data from questionnaires administered to employees with qualitative insights from interviews with senior communication managers. The findings reveal that social media platforms have become integral to the communication strategies of all three companies, largely due to their widespread adoption among Kenyans. Companies primarily use these platforms to enhance engagement, respond promptly to customer concerns, and manage corporate reputation. Social media’s capacity to reach wide and diverse audiences makes it a crucial tool for real-time interaction. However, the study also notes the risks associated with the immediacy of social media, including the potential spread of misinformation and misinterpretation of corporate messages. The study concludes that while social media significantly enhances responsiveness and customer relations, it requires careful and strategic management to protect corporate reputation. It recommends that mobile telecommunication companies adopt comprehensive social media policies, ensure continuous monitoring, and invest in staff training to promote effective, ethical, and sustainable online communication practices