Agencies build buzz around companies, products on social media

While signing up on twitter, Facebook, Instagram or any other social media account is the first step towards engaging clients and potential customers online, going by the current trends, it is not enough for companies to just have a presence. Companies need to have a goal to achieve, said Marvin Tumbo of Socialight Media agency.

Recent statistics (April-June 2014) by the Communications Authority of Kenya indicate that the number of Internet users increased by three per cent to 22.3 million, up from 21.6 million during the earlier quarter. The increased number of users indicates that Internet penetration in Kenya now stands at 55 per cent up from 53.3 per cent the previous quarter.

Based on these figures, it is immediately clear that being active on social media is a good way for companies to engage clients, gather data to understand clients behaviour, build brand awareness and carry out promotions online.

“It is no longer an option for companies to be on social media,” Tumbo said. “Companies have realised that it is important to follow masses to the social media sites where they are spending too much time,” he added.

According to Martin Muli, an online marketing consultant, social media has become an integral part in building brand presence and that the vast online community can no longer be ignored.

While having an online presence is indisputable, charting online strategies, managing accounts and the online community is another ball game altogether. And with social media activities being many and requiring specialised skills, agencies come in handy.

Instead of relying on an in house “social media manager”, companies are turning to agencies with a specialty on social media marketing and management to oversee the accounts. The agencies are helping brands build names, gain popularity and extend customer care services to the social media users—taking advantage of the fast Internet connectivity and growing use of the sites in Kenya.

“Marketing, branding and customer care is broad and it is crucial for companies to seek expert advise once in a while because the digital platform and mostly the social media can be tricky to handle sometimes,” said Mr Muli.

By hiring agencies, companies are able to concentrate on their core business without worrying about the online community. Smoke signal advertising, Trinc media, Socialight Media, Brand 2D, Squad Digital and Cube media are some of the local agencies that help to position brands online.

“Companies contact us to help them manage reputation online, create brand presence, market and drive public relations,” said Mr Tumbo.

With guidelines from clients, agencies can come up with a social media marketing plans, which vary with brands.

“If a brand handles its own social platforms, it may run the risk of thinking like the brand rather than the consumer and this makes them un-approachable. Outsourcing gives a new perspective as well as provides a professional outlook that may not be available in-house,” said Gladys Warindi of Brand 2D.

Brand 2D boasts accounts with several blue-chip companies like Chase Bank and Nivea while Socialight Media agency clients include top government officials and top politicians from Zimbabwe, blue chip companies and ministries.

One of the benefits of having an agency to manage a company’s social media accounts is that they have background knowledge on the possible challenges and solutions encountered online and methods of dealing with the challenges.

They also have the mechanisms of measuring a brand’s perception online. This way they are able to know if the consumers are positive or negative about a brand.

Data collected using specific tools show where there is need for improvement or review of their services. Social mention, radian six, sysomos and hootsuite are some of the tools used by the agencies to manage and track down social media performance. But the tools keep changing with emerging trends.

The agencies advise clients on the changes they need to make following the interactions they have with customers on the social media platforms and the data collected.

“In order to make the right social imprint, you need to understand your target market from their social scope of comfort by involving and outsourcing energy. It is this understanding that agencies, through continuous research, dedicated time and resources, have mastered as per the different sector involved,” said Warindi.

Additionally, agencies train in- house social media managers to take over during transition periods. Social media has given consumers powers to own brands, and this has made them (companies) to always be on their toes.

Utility companies like Kenya power, Safaricom and banking institutions are active online as they engage inquisitive customers.

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