Social Media Use For Internal Communication In Kenyan Organizations

Faith Moraa; Blessing Mbatha

doi:10.22515/ajdc.v5i2.9935

Authors

Faith Moraa University of South Africa, South Africa
Thuthuka University of South Africa, South Africa

DOI:

https://doi.org/10.22515/ajdc.v5i2.9935

Keywords:

Social media adoption, Internal communication, Organizational communication, Digital communication tools, Kenyan organizations

Abstract

In today's digital era, the integration of social media into organizational communication practices is essential. The research aimed to assess the extent of social media adoption for internal communication, identify the platforms predominantly used, and evaluate their impact on communication efficacy within organizations Qualitative research methodology was adopted to capture a comprehensive view of social media usage in three organizations. Data were gathered through face-to-face interviews and focus group discussions with 48 participants, purposively sampled, employing thematic analysis to distill the insights. The findings reveal a selective adoption of platforms such as Slack and WhatsApp. While some employees embrace these digital tools, others persist with traditional methods. This contrast highlights reluctance within organizations to fully transition to digital communication tools. The study recommends that organizations strengthen digital literacy programs, establish clear usage policies, and foster an environment that balances innovative digital practices with established communication protocols.

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Author Biography

Thuthuka, University of South Africa

Professor,

Department of Communication Science,

School of Arts,

College of Human Sciences,

University of South Africa.

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