Abstract:
The use of internet and social media has linked people and the corporate enterprises globally at large and interactions among them are not dependent on destination and place. Accessibility to other people and organizations is enabled at any time and from anywhere that affect how the interactions between people and organizations take place and the results of these conversations. This study aimed at presenting an analysis of social media as a strategic tool for corporate c1ommunication. The study was guided by the following Objectives; to determine the effects of WhatsApp strategic tools on corporate communication, establish how face book strategic tools affects corporate communication, to investigate the extent to which twitter as a strategic tool affects corporate communication. The target population for the study was 384 employees of the Nairobi City water and sewerage company. The study used descriptive statistics. The data was collected using Questionnaire, the sample size was 123. The researcher ensured content validity of the research instrument was met by seeking supervisor’s expert opinion and ensuring the items on the test represent the whole range of possible items the results should cover, in testing reliability, the test-retest was used The findings revealed that majority (93%) of the respondents used the WhatsApp social media platform for interaction with friends, (84%) for new products offer, (76%) for Network with other online users, while (50%) of the respondents used it as a source of information. The findings also show that there exists a positive and relevant relationship between the corporate communication and the Facebook of magnitude 0.764 and a P-value of 0.017 at 5% level of significance and 95% level of confidence. According to the correlation matrix, there exists a positive and relevant relationship between corporate communications and Twitter of magnitude 0.622 and a P-value of 0.021 at 5% level of significance and 95% level of confidence.The study recommends that NCWSC should continually embrace social media if they want to remain competitive in the market, this is because Social media is an effective tool in service delivery especially in advertising, marketing, CRM, and crises management. With the increasing growth of internet users and low internet cost social media is expected to grow further and hence the need for NCWSC to lay an effective strategy for the adoption of social media tools even in the future.
