Airtel emerges top Social Media brand in Kenya

Airtel has been recognized as the top Social Media Brand in Kenya by the Africa Brand Index, a listing of the most successful brands in Africa on social media, according to key metrics such as community growth, content engagement, sentiment and dozens of others.    

The Africa Brand Index is a listing of the top brands on social media, measured by an aggregate score of dozens of social signals. Airtel Kenya has been listed as the top brand on social media in the country based on its growth and response rate on the rankings provided by the index. The company has also been recognized as the second top Telecommunications Brand in Africa on Social Media, coming in ahead of MTN South Africa. Vodacom South Africa is the top telecommunications brand in the continent.       

With tens of thousands of Twitter followers and hundreds of thousands of Facebook fans in the country, Airtel Kenya has not only been singled out as the top Kenyan brand on social media but was also recently recognized as a global best practice case study on social care. The company has made significant strides in being socially devoted and receptive to its customers, receiving and responding to questions and communicating within the shortest time possible.

“Our success in social media is driven by the value we place on customer satisfaction. With the growth in digital technology there is more and more conversation in social networks. The evolution of social media is truly an excellent tool to create a community where we can engage our customers to improve customer satisfaction, loyalty and value. Such accolades serve as confirmation that, working with our customers and online community, we are doing something right. It's also motivation for us to continue finding new ways to make our customers' lives brighter, while enhancing their experience of Airtel,”  said Airtel Kenya CEO Adil El Youssefi.  

Last month, Airtel Kenya was recognized as a global best practice case study by Socialbakers, a global social media analytics firm for outstanding performance in serving customers online. This award recognized the company’s outstanding use of online social media platforms in engagement and resolution of customer issues.

Airtel was singled out as being socially devoted and receptive to its customers, receiving and responding to questions and communicating within the shortest time possible. A brand qualifies to be Socially Devoted if it responds to at least 65 percent of audience questions on Facebook and/or Twitter.

The index methodology utilizes the most important social media signals are used to benchmark every brand on the continent to produce a single score. This score is an aggregate of the analysis of a brand's social media growth, engagement, sentiment and various other social signals. The score is aggregated to a percentile score ranging from 1 to 100, where 100 represents the best possible score. The metrics for analysis include a weighted distribution of key metric groupings across Facebook, Twitter, Instagram and Youtube analysis for each brand. The analysis has a large weighting towards consistent community growth, community engagement, positive sentiment and brand engagement with the community.

Social network signals are weighted approximately according to their overall usage on the continent - Facebook signals therefore would contribute highest in countries where Facebook usage is higher than other social networks. Factors included in the analysis are:

Community Growth

Group weighting: 30%
Key metrics:

  • Growth in Facebook audience for the week
  • Growth in Twitter audience for the week
  • Growth in Youtube audience for the week
  • Growth in Instagram audience for the week

Content Performance

Group weighting: 35%
Key metrics:

  • Number of engagements on Twitter content for the week
  • Number of engagements on Facebook content for the week
  • Number of engagements and views on Youtube for the week
  • Number of engagements on Instagram for the week

Brand Response

Group weighting: 15%
Key metrics:

  • Brand response rate to posts on Facebook
  • Brand response time to posts on Facebook
  • Brand response time to posts on Twitter

Brand Sentiment

Group weighting: 20%
Key metrics:

  • Positive sentiment of brand mentions on Twitter
  • Positive sentiment of brand mentions on Facebook

Each metric group then contributes to the overall score according to its group weighting percentage. These scores are then added together to produce a final score which the brand is ranked against on the leaderboard.

Social media has been a key channel for Airtel Kenya to interact with its customers and it remains at the heart of its communication strategies. As evidenced of the power of social media, the company actively engages with its customers via social media platforms which include Facebook, Twitter, Instagram, YouTube and Google Plus. 

Social media networks especially Facebook and Twitter have become popular gateways for customer seeking help or updates in needy situation and as a result of this, brands that are committed to their customers and have the capabilities have tapped into them.

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