Social media has become an integral part of brand operations. It has evolved from a tool of communicating with customers into a full scale customer relations management tool. In Kenya, brands continually use their social media page to spread the message on new corporate offering, deal with customer issues and when in a good mood, throw shade at other brands.
Airtel Kenya has been named the fifth top brand on social media in Africa and overall the top brand in Telecommunications. In the report published online on the Africa Brand Index, Airtel Kenya scored 84% with a high mark of 99% for response to customer queries. The Africa Brand Index is a listing of the most successful brands on the African continent on social media, according to key metrics such as community growth, content engagement, sentiment and response. The top brands are shown alongside their metrics and leaderboard position, showing the aggregate scores that have been calculated over a period of one month.
The top brand in Africa was SuperSport followed by Esspresso. Safaricom ranked eighth in the index with a score of 82%. The index monitors various platforms including Facebook, Twitter, Instagram among others. KCB Bank was the other Kenyan brand ranked in the top 25, taking the position 20 slot.