Social media as a strategic tool for communication incorporates: 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. The objective of this research is therefore, is to look at Crestwood's marketing and communications company utilization of social media platforms. Social network theory anchored the study which shows the relationships are based on the social networks that coexist. Performance is guided by the 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 impact of social media engagement on brand perception and customer loyalty and explore the challenges encountered by Crestwood Marketing and Communications this communication tool. The research target population includes the management and employees at the Crestwood marketing and communications company who use social media for communication. The sample size was determined using judgmental method by selecting Crestwood marketing and communications because the research falls under a case study and uses guided interviews for data collection while analyzing the data thematically and presenting the findings from the emerging themes and quotes. The summary indicated that Crestwood employs a proactive and strategic approach to social media engagement, emphasizing responsiveness, platform-specific tactics, and resource management. Key themes include Responsiveness, with Crestwood generally providing prompt replies that strengthen customer relations, though limited resources occasionally hinder response times. The study identified several key strategies Crestwood uses to engage its target audience across social media platforms, focusing on four main themes. 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. The findings indicate that while Crestwood Marketing and Communications faces some initial challenges in aligning with client expectations, their strategies ultimately contribute positively to brand visibility, audience engagement, and client satisfaction. The recommended that Crestwood Marketing and Communications continue to prioritize flexibility and customization in their service delivery. Tailoring strategies to each client’s unique brand voice and objectives can help avoid misalignment and improve campaign results. Key Words: Twitter, Corona Virus Disease, Television, Social media, Social Network Sites