The Africa Brand Index is a listing of the top brands on social media, measured by an aggregate score of dozens of social signals.
The telco has been listed as the top brand on social media in the country based on its growth and response rate on the rankings provided by the index.
How it qualified
The index methodology utilizes the most important social media signals which are used to benchmark every brand on the continent to produce a single score. This score is an aggregate of the analysis of a brand’s social media growth, engagement, sentiment and various other social signals. The score is aggregated to a percentile score ranging from 1 to 100, where 100 represent the best possible score.
The metrics for analysis included a weighted distribution of key metric groupings across Facebook, Twitter, Instagram and YouTube analysis for each brand. It also considered consistent community growth, community engagement, positive sentiment and brand engagement with the community.
This includes metrics for growth in Facebook, Twitter, YouTube and Instagram audience for the week and the number of engagements for the week among others.
More so, social network signals are weighted approximately according to their overall usage on the continent – Facebook signals therefore would contribute highest in countries where Facebook usage is higher than other social networks.
Airtel Kenya has also been recognized as the second top Telecommunications Brand in Africa on Social Media, coming in ahead of MTN South Africa. Vodacom South Africa is the top telecommunications brand in the continent.
This follows the company’s recent recognition as a global best practice case study on social care. Airtel Kenya has made significant strides in being socially devoted and receptive to its customers, receiving and responding to questions and communicating within the shortest time possible.
“The evolution of social media is truly an excellent tool to create a community where we can engage our customers to improve customer satisfaction, loyalty and value. Such accolades serve as confirmation that, working with our customers and online community, we are doing something right. It’s also motivation for us to continue finding new ways to make our customers’ lives brighter, while enhancing their experience of Airtel,” said Airtel Kenya CEO Adil El Youssefi.
Last month, Airtel Kenya was recognized as a global best practice case study by Socialbakers, a global social media analytics firm for outstanding performance in serving customers online. This award recognized the company’s outstanding use of online social media platforms in engagement and resolution of customer issues.
Airtel was singled out as being socially devoted and receptive to its customers, receiving and responding to questions and communicating within the shortest time possible. A brand qualifies to be Socially Devoted if it responds to at least 65 percent of audience questions on Facebook and/or Twitter.