Date of Award

Summer 2017

Degree Type

Essay

Degree Name

Master of Arts (MA)

First Advisor

Dr. Mary Beadle

Abstract

Social media is used by individuals, companies, government institutes and organizations to communicate to the public, to market their products, as well as conduct public relations. In Kenya, companies, individuals and the government have mastered the public relations and marketing aspect of social media, yet local organizations are still struggling with finding their voice in the social media spaces. However, local organizations have mastered the act of using social media to reach their audiences. Although research has been done on how many Kenyan users are on various social media platforms, there is less information on how organizations use social media to market their work.

The purpose of this project is to find out how organizations in Kenya are using social media to market projects and publicize their work. The focus will be on national and local non-profit organizations because international organizations such as the United Nations (UN) the United Stated Agency for International Development (USAID) Africa Medical Research Foundation (AMREF) amongst others, have heavy social media presence influenced from their headquarters in Western countries. Social media use for organizations in Kenya is important for communicating because not only is it fast, it is affordable and has few limitations.

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

Share

COinS