An exploration towards developing a framework for social media utilisation for internal communication in Kenyan organisations

Abstract

Over recent decades, the internet transformed human interaction by providing a dynamic platform that enables millions to communicate and socialise globally. In this context of rapid technological advance-ment, social media emerged as a powerful force, revolutionising not only personal communication but also integrating into professional environments. This thesis aims to develop a framework for the adoption and utilisation of social media for internal communication within Kenyan organisations. The research explores critical areas such as social media knowledge among employees, patterns of social media use for internal communication, benefits and challenges perceived by employees regarding social media integration, and strategies to enhance its effective adoption and utilisation in organisational settings. The study employed a qualitative research approach, employing a multiple case study design. The findings revealed that while most employees are knowledgeable about social media, they tend not to use them for internal communication, preferring traditional channels such as emails, memos, and meetings. Key demographic factors such as age, gender, and education emerged as significant determinants of social media usage, with younger and more educated employees showing greater receptiveness to these platforms. However, several challenges hinder broader adoption, including resistance to technological change, data security concerns, and a lack of adequate training. To address these issues and promote wider adoption, organisations might consider implementing targeted strategies such as comprehensive training programs, developing clear social media usage policies, and enhancing technological infrastructure. The overall impact of social media on organisational communication is viewed positively, significantly enhancing information dissemination, employee engagement, and operational efficiency. The thesis presents a novel framework for social media adoption and utilisation for internal communication in Kenyan organisations, building on insights from existing models and aligning with the Diffusion of Innovation Theory and complemented by the Uses and Gratification Theory. The framework is structured around five key phases, each corresponding to a distinct step in the Diffusion of Innovation Theory, aiming to systematically improve social media adoption in organisational settings. The thesis concludes that Kenyan organisations exhibit a strong understanding of social media as a multifaceted tool for communication, interaction, and information exchange. However, there remains some ambiguity in the classification of platforms and curiosity about evolving digital tools. Recommendations for organisations include developing clear social media policies, enhancing digital literacy, and investing in technological infrastructure to support effective social media use.