Authors : Harriet Emenye Ashoro; Charles Nyambuga

Volume/Issue : Volume 8 - 2023, Issue 10 - October

Google Scholar : https://tinyurl.com/944jdc3c

Scribd : https://tinyurl.com/5n6jzeuu

DOI : https://doi.org/10.5281/zenodo.10042771

Abstract : The objective of the study was to determine the strategies used by KIWASCO to manage feedback from Facebook interactivity. To achieve this objective, data was collected using an interview schedule where two PR staff participated. A structured interview schedule was used to collect data from 2 PR officers. Qualitative data was then analyzed thematically. The results revealed that KIWASCO has a recruitment/Human resource strategy with a lot of emphasis on professionalism. Besides, there is a social media communication policy that guides on how, when, what, where, and who should be interacting with KIWASCO social media pages, what content to post at what time, who should be posting, and how they should be posted. Additionally, KIWASCO operated multiple social media accounts such as Twitter (now X), Facebook, LinkedIn, YouTube, and KIWASCO's official website to reach a wide audience and proper management of feedback. The firm also utilized multiple Facebook page administrators to enhance interaction with customers. Finally, there is the scheduling of the post on the KIWASCO Facebook Page with up-to-date monitoring which is done randomly. The study recommended that KIWASCO should continue to strengthen its presence on Facebook by sharing content beforehand, timely conveyance of information, and customer engagement.

Keywords : Facebook, Feedback, Interactivity, Strategies.