Social Media Use for Political Branding Among Kenyan Politicians

Abstract

This study aimed at analysingsocial media as a tool for political branding among select politicians in Kenya. The study implemented a descriptive survey using a quantitative research method approach and targeted social media managers of the members of Parliament's. The study objectives were toanalyse the social media strategies adopted by social media managers and their influence on political brand awareness for Members of Parliament in Kenya. The study population comprised of 580 social media managersfor members of Parliament who use social media for political branding, and samples of 290 were studied. Thematic analysis was performed to identify different themes in the responses provided in study survey questionnaire. The key findings of the study are that the most commonly used social media for political branding was Facebook, followed by Twitter. Instagram and TikTokwere not effective for political branding and marketing.For effective social media campaigns, the social media manager needs to read the online conversations, engage with social media influencers, respond to queries or comments, ask user-generated content, and create opportunities for users to engage with the followers. The most essential social media technological factors when using Facebook for political branding and image creation such as graphics and visuals, targeted content, regular updates, and engaging with followers. The study recommends that politicians in Kenya explore the various social networks available to enhance their branding and visibility. Facebook and Twitter can be used for political branding purposes to foster better branding of politicians.