In the post, How Africa does Social media in corporate communications, we looked at how the corporate world and government take up new media.
Social media in the first world is based on the belief that
“…marketers, using traditional advertising, can no longer deliver credible messages. Only customers can!” ~Keith Bates
Company-consumer communications were weakened by internet because it is mainly global, fast, and digital.
However, not just any organisation can use viral marketing:
- If your target consumer is everybody, usually it is when you use this technique.
- If your products are accessible anywhere on the globe, then it is best to advertise this way.
But even then, these ideas may sometimes feel like mere hype.
We live in an Africa in which the people calling the shots look at new media and social media as toys for children and not for serious business.
It is important to know your target market, and ascertain that social media is a means to which one will reach ones audience.
Why do I say this?
Neither do they use Twitter actively. Nor do they have official online streaming of their shows.
They chose one form of media that works and stuck to it…Facebook.
They work solely with Facebook Pages for specific programs, and this is web presence enough for them.They do talks and interact with their target audiences, and direct any interaction and traffic to their Facebook pages.
Carol Mutoko’s page on Facebook has 29,000 likes. Strangely, this is trumped by capital FM. The page is simple and uses no HTML plugins or extensions and sticks to basic Facebook features.
What it does however is focus on relevant content directed to relevant audience. The conversations and information posted are at a personal and intimate level, whereby the listener is interacting with Carol and her life, on the station and off.
As a result when you drill down to page activity on posts and conversations, Carol’s page has by far more comments, likes and view than Capital Fm’s page.
capital FM on the other hand have directed their news feed to their wall post, which results in any new posting not being considered as “Hot” by people.
Capital FM are known to have taken social media full on. In any New media expo,conference and demonstration,Chris kirubi’s Capital FM is always mentioned as the banner for exemplary use of social media in the corporate field.
They have embraced web, Twitter and Facebook, and in all forms have used marketing, management and profile enhancement methods.
The Facebook page itself has also integrated splash graphics on the left of the page.
These are their stats:
Capital FM Facebook page Over 111,000 likes
Capital FM Twitter Handle
Over 7,300 followers
In my opinion Kiss FM have trumped Capital on smart, efficient and economical use of social media.
They chose one area where their target market reside, and created a personal relationship with them.
They have not spent on labor, design,hosting and related costs of employing a pervasive social media strategy.
While I agree that they lose revenue due to an absence on knowledge of their contacts and other details, they have focused on what they need to do and are doing it.
Capital on the other hand have intensive spend and administration on social media for a small niche market…I am certain they are making their investment pay.