Social Media Management and Marketing Strategies in Selected Telecommunication Companies in Hargeisa in Somaliland

Abstract

This study determined the impact of social media management on marketing strategies in selected telecommunication companies in Hargeisa, Somaliland. The descriptive correlation design was employed to establish the relationship between the research variables. Using Yamane's formula, the sample size of 222 was computed from a total population of 500 employees from the selected telecommunication companies. The validity and reliability of tools was done using Content Validity Index and Cronbach Alpha coefficient and the coefficients generated were above 0.7. The findings indicated a positive and significant correlation between the constructs of Social Media and Marketing Strategies. Results also indicated that a unit change in all the constructs social media management could result into 0.982 change in marketing strategies (i.e. R- squared = 0.982). It was recommended that the managers of these selected telecommunication companies should design a specified page of Facebook, review and update their information on Wikipedia, encourage their employees to post weekly tweets and also consult experts to introduce YouTube pages in which customers can watch videos, ask questions, and discuss content of the services and products of these telecommunication companies.