Social Media as a Strategic Tool for Communication in Corporates: A Case of Crestwood Marketing and Communications, Kenya

Abstract

In the contemporary digital landscape, social media has become a critical asset for organizations seeking to enhance communication strategies and connect to diverse audiences. Social media has transformed the communication landscape globally proving to be an extremely persuasive tool that heavily influences decision-making organs in organizations. Social media has transformed communication with organizations adopting social media as a strategic communication tool.  However, few studies exist on how social media has been embraced in the Kenyan market as a strategic communication tool. Therefore, the objective of this research was to look at Crestwood's marketing and communications company utilization of social media platforms. This study was guided by the social network theory which asserts that relationships are based on the social networks that coexist. The study utilized a case study design. Performance was measured using fundamental principles of reciprocity, exchange and similarity. Social relationships play an integral role in transmitting information, and channeling personal or media influence. Social media platforms propel an organization's online visibility, amplifying its brand and public relations and other strategic communication activities. The research employed a purposive sampling method because the study falls under a case study and seeks to identify the specific social media strategies implemented by Crestwood. The target population were a total of 30 respondents who are employee of Crestwood Marketing and Communications in various levels of management which included marketing manager, social media specialists, customer service representative, digital marketing consultant and pubic relation officer. Further, the study employed census method to sample all the 30 key informants to take part in the study. Data was collected using key informant interview scheduled. While data was analyzed using thematic analysis and presented using quotes and emerging themes. Results revealed that Crestwood employs a proactive and strategic approach to social media engagement, emphasizing responsiveness, platform-specific tactics, and resource management, also Targeted Advertising emerged as a significant tactic, with paid campaigns on platforms like Facebook and Instagram enabling Crestwood to reach niche segments effectively. The findings reveal that Crestwood Marketing and Communications' social media strategies have positively influenced brand perception and customer loyalty for their clients. and lastly, the key challenges identifies that affect reported include delays in response times, misalignment with brand identity, unclear campaign goals, and a need for better resource preparedness to handle increased customer inquiries. The study recommended that there is need Tailor social media strategies to each client’s unique brand voice and objectives to improve campaign results and avoid misalignment, also maintain frequent reviews to ensure alignment with evolving client needs and foster collaboration. Lastly, enhance adaptability in response times and establish clear escalation channels for urgent queries to improve client support. The study concluded that Crestwood Marketing and Communications' should focus on consistent brand messaging has significantly enhanced client brand visibility and recognition, creating a unified brand identity that resonates with target audiences.