Safaricom and Standard Group are among the most active users of social media among companies listed on the Nairobi Securities Exchange.
A report by Saracen compiled listed companies who use social media to drive their business forward. Other companies who have robust following on social media include Kenya Airways, Nation Media Group, Barclays, KCB and Equity Bank.
“It is important for companies to embrace the social media and develop the right strategies for each of the platforms,” Japie Swanepoel, a communications expert said.
Standard Group boasts of over 35 million views on their YouTube channel. Most of the clips come from their Kenya Television Network (KTN) brand. The company was ranked first in overall social media use, followed by Safaricom and Kenya Airways.
Safaricom has been active on Facebook and Twitter by providing customer care services to their clients. This has seen them being recognised for various awards. They have garnered over 300,000 likes on their page.
Statistics from the report says that of the 60 listed companies, 69 per cent are on Facebook, 60 per cent are on Twitter, 42 per cent are on LinkedIn, 39 per cent are on Youtube and 13 per cent are using Google+.
Social media has become a powerful tool in Africa with more companies embracing the space. In a recent report by Jana Research, it was found most African urban consumers research products and services through social media and a company’s website.
Most of the consumers also use the mobile phone to access their information.