NAIROBI The KCB Group, one of Kenya’s leading financial services group, has been named Africa’s top social media brand in banking in the latest Africa Brand Index Rankings for its outstanding use of social media platforms in customer engagements.

KCB Group chief executive officer Joshua Oigara said here Wednesday that with the increased brand awareness online, KCB had been keen to leverage on social media to meet its business objectives as well.

“Social media have grown from being a mere digital channel for ‘socializing’ to one of the most powerful digital marketing tools for products and brands. It has also proven to be a very cost-effective way of communicating to a global audience,” said Oigara.

“We have also seen an increase in engagements where more and more customers are realising that they can effectively communicate with us through social media and expect timely feedback.”

KCB fought off stiff competition from other recognized regional banks in the category, including GT Bank, First bank, Ned Bank and First National Bank, to win the award.

The Africa Brand Index is a listing of the most successful brands on the continent on social media, according to key matrices such as community growth, content engagement and sentiment among dozens of others.

Last year, KCB Group was named winner for “Best Use of Social Media by a Financial Institution in Africa” during the Social Media Africa Awards in Lagos, Nigeria, for its use of social and digital media as a means of mobilization and awareness sub-platform for deepening access to and enhancing the use of Social Media and to facilitate the clear-cut awareness about its positive impact.

KCB has invested heavily in social and digital platforms in a bid to reach out to its targeted audience in different locations given its presence in six African countries and a wide network of more than 240 branches.

Source: KBC