When it comes to social media usage, the trend has moved from just person to person interaction but brands have also found a haven to interact directly with their customers. For instance, a few years ago the only way to reach customer care on your telecoms service provider was by dialling 100 or some other short customer service number, however, over the years things have shifted and now to get anything resolved is as easy as commenting on a page or tweeting your service provider.
In Kenya, data collected through Meltwater – a service that monitors media and gives insights on the same, shows that a number of Kenyan pages have very low engagement. “Very few pages in Kenya have a high number of likes and a good engagement rate. Actually, most engaging pages are media houses,” says Githinji Mwai, a Kenyan Digital Media analyst in a tweet.
The data shows that Citizen TV is the most engaging page on Facebook with an engagement rating of 7%, which is a huge number in reference to the over 3.4 million likes the page possesses. Following closely is KTN Kenya with 3.1% engagement and over 2.9 million likes. Interestingly, the highest engagement number we saw was from Kenya Orient Life Assurance Limited Page that has a rating of 72% against a following of close to 19,000 likes.
In the telco sector, where we have seen corporates directly try to outshine each other on top of comical engagements with customers. Telkom Kenya leads with 4.9% engagement, followed closely by Safaricom with 1.3% and the ever replying Airtel Kenya just has a mere 0.5% engagement rating.
The banking sector also has a lot of social media usage, and surprisingly, Family Bank has the highest engagement at 27%, followed by UBA Bank at 20.7% and little-known GulfAfrican Bank at 16.4%. The loud-mouth KCB Bank only has 11% engagement, with CBA Bank and Equity closing up that list with 5% and 3.2% engagement respectively.
Moving on to public figures, Danny Ndegwa’s page takes the crown with 12.5% engagement followed by the controversial preacher, Reverend Kathy Kiuna at 4.5%, Radio Host Mwalimu Rachel at 2.7% and our 24MP buddy, Caroline Mutuko at 1.2%. Caroline’s facebook page is the only one on this particular list with over 1 million likes and it’s also the most talked about page among the rest.
Comedians were also not left behind with the new sensation, Blessed Njugush having a 4% rating followed by Churchill’s page at 1.9%, MC Jessy and MCA Tricky both at 1%.
It is not clear exactly what metrics were used to develop the engagement ratings but going with Google’s definition of engagement, it is how much a page interacts with its followers through comments.