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According to Hootsuite, out of the over 4.4 Billion people with access to internet, 3.7 Billion are active social media users. This should tell you why majority of the brands across the globe are eager to leverage on various social media platforms to position, communicate and market their brands.

Over the years, social media has proven to be a force to reckon with when it comes to brand communication, marketing and positioning, unlike the period of its emergence where most brands and the many people in society thought of it as just a socialization arena for the youth.

Due to the high patronage of these platforms to drive businesses, the need has come for brands to strategically monitor and gather feedback to inform their communication and marketing strategy, and this is where Social Media Listening comes to play.

Social media listening or social listening is the monitoring of a brand’s social media channels for any customer feedback, direct mentions or discussions regarding specific keywords, topics, competitors, or industries, followed by an analysis to gain insights and act on those opportunities.

Wondering why it’s necessary for brands to invest in social listening? Checkout some key reasons below.

  1. Online Reputation Management.

Online reputation management popularly referred to as ORM by most social users, I will say is the foremost reasons for brands to pay close attention to social media listening. Not every social user that likes what you share or post is a customer or brand sympathizer. The least opportunity majority of these social users get, they will speak ill of your brand, therefore there’s always the need for brand handlers to listen and ensure the reputation of their brands are kept intact.

Just recently, a customer of a beverage company mistakenly read the expiry date on a drink and immediately shared a picture of the drink claiming it had expired and guess what, other social users without paying close attention to the image jumped on the post and started to badmouth the brand. Fortunately for the brand, a representative from their office saw the post and paid close attention and realized the social user misinterpreted the expiry date, and then went ahead to draw the attention of their official account to comment and the user in question had to pull the post down. Imagine if the brands representative in question did not see the said post, this could have gone a long way to dent the reputation of the brand and affect sales as well.

  1. It keeps brands informed.

As a brand, it’s quite important to know what people within your online community think and are saying about you to influence what you communicate. Most at times, brands feel the most important thing is just signing up for social media platforms and sharing content, forgetting that they need to know what is working and what is not working for them. By listening to social media conversations, brand handlers get to develop working strategies based on the feedbacks they gather from their online community. Most importantly, this gives them the opportunity to monitor the growth of their brand and also gather insights from key competitors to always stay ahead.

  1. It makes brands highly responsive.

Social media users always want to be heard as quickly as possible and are pleased to get quick responses from brands. Unlike first where telephone calls were the quickest way to reach out to brands, social media has gradually become the first point of call for customers whenever they want to enquire or request for information from brands. This is one the key reasons why brands must invest in social listening, because you get the opportunity to satisfy your customers and retain them as well. Imagine as a customer, if you message a brand on social media and it takes them more than 2 days to respond, would you take the brand in question seriously? I bet your answer will be “No”.

Social Listening Tools

To make social listening very convenient for brands, some useful tools have been developed to keep track of brand mentions and generate reports as well. These tools include, Hootsuite, Brand24, Buffer, Sprout Social, Keyhole etc.

If you have realized the need to invest in social media listening after reading this article, you can always talk to Global Media Alliance for assistance.

Francis Yaw Gidiga Alfafa
Account Manager, Digital Media & Innovations
Global Media Alliance

In the fast-moving online world, electronic mail has become a mainstay and is relevant when it comes to marketing products to consumers. According to data recently compiled by Magnetic, 44% of people across the world check their personal email one to three times a day.

It is easy to overlook email marketing when interacting with your customers. If your business is not actively building a database of customer emails, you may be setting your business up for digital failure. Proper email marketing delivers the right message at the right time to the right audience.

Before we get into why email marketing is important for your business, let’s understand what exactly email marketing is about. Email marketing is basically the use of email to promote products and/or services. Another definition I composed from experts’ descriptions of email marketing is that email marketing is the use of email to develop relationships with potential customers and/or clients.

Email marketing is one segment of internet marketing. It is essentially the same as direct mail except that instead of sending mails through the postal service, messages are sent electronically via email and are marketing driven by nature.

Against this background, let’s go on to discover the top 4 reasons that make email marketing necessary.

Stay Top of Mind

Email marketing allows your business to email the consumer whenever you want. While not every email needs to be a sales pitch, your contact with the customer should provide something of value to them. Whether this is an email asking them questions relating to your industry, or even an update on new products coming out in the near future, using email to stay connected to your customers keeps your brand on the forefront of their minds.

Generate Sales

Email marketing can be a channel to help you increase sales when implemented properly. Your business needs to use email marketing the right way; the smart way. To do this, I suggest pairing up your email marketing with a marketing automation platform, allowing you to put your email marketing initiatives on overdrive. Through lead scoring, progressive profiling, and well-defined email campaigns, your business can know when a customer is primed for a purchase. Knowing where your customer is in the funnel through lead scoring will give you insights on when to be more aggressive with sales-based messaging.

Being able to lead the customer further down the funnel on their own terms is a powerful tool. Allowing them to exhibit certain actions before hitting them up for a sale will not only make your customer happy, but your bottom line as well.

Data Driven and Measurable.

Knowing what works and what doesn’t is key to the success and improvement of a marketing campaign. With email marketing, you get insights into your initiatives; insight into a metric like open rates, which reports the percentage of users who were sent an email and actually opened the email sent to them. One key factor in improving open rates is having an intriguing subject line. Whether it is having personalization in the subject line, or text that makes it impossible for them not to open, having an eye-catching subject line helps to create higher open rates.

Another metric your business can track is Click Through Rate (CTR), which is essentially what percentage of people clicked on a link within the email. If you are really doing email marketing right, you should split test different Calls-to-Actions (CTAs) within your email copy (and even subject lines). Knowing if one particular phrasing works better than others in generating click throughs can provide exponential results to your campaign.

Having access to these and other metrics help your business keep tabs on what is or is not working in your email marketing initiatives.

Grow Your Audience

Modern publishers are looking to drive traffic back to their websites so subscribers can consume new content, make purchases, or continue their subscription through things like email courses. Emails provide a direct path for them to stay digitally engaged.

Conclusion/Summary notes

In a quick recap, Email Marketing enables you to remain top-of-mind, generate sales, measure your engagements and grow your audience. If you are looking to engage your clients in an unconventional way that produces results in real time, you would like to explore Email Marketing. Find out how much more it can do for your business and share your experience with many more people who are yet to try this underutilized messaging channel.

Joojo Thompson

Account Manager, Digital Innovations

Global Media Alliance

LinkedIn: Joojo Thompson

Media Relations involves working with the media to inform the public of an organization's mission, policies and practices in a positive, consistent and credible manner. Typically, this means coordinating directly with the journalists or reporters responsible for producing the news and features for a media house. The goal of media relations is to maximize positive coverage in the mass media without paying for it directly through advertising.


As a Communications Professional, media relations is one of the core activities we do as part of our work. Therefore practicing good media relations is crucial to promoting brand awareness and the general visibility of an organization or business; this contributes greatly to the overall success of a brand. You need the media to tell your story, share your story and reach new customers among other benefits. The more journalists you have access to, the wider your reach as a company. Here are five ways to promote effective media relations to grow your brand.


  1. Be available: If a journalist wants to interview you or someone else in your business, it’s important to try your best to be available. If you always try to make time for a journalist you can build a good relationship with them and they may start to see you as a reliable source. This could lead to more media opportunities in the future. If you don’t have time for a media interview find someone else relevant to do the interview. 
  1. Provide newsworthy stories: Make sure the news you share is relevant, newsworthy and appropriate for the media house’s target audience. Do some research into the kinds of topics the media house normally covers and is interested in. This will help you to tailor your story to suit their target. Doing this gives you a greater chance of getting your story published since you have no control over the stories which are selected for publication.
  1. Respect deadlines: Journalists work with very strict deadlines and need to ensure that their stories are finished on time for publishing. If a journalist gives you a deadline for a story or interview, it is your responsibility to do all you can to meet the deadline.
  1. Treat journalists with respect: Try not to make the mistake of being rude to a journalist or ignoring them because they work for (in your opinion) a ‘small’ media house or one which is irrelevant to your industry. Journalists often change jobs and the beats they cover and you may find yourself needing to deal with the ones you disrespected in the future. The same applies to dealing with junior journalists or interns as one day they may become editors. A bad relationship with a journalist or media house may negatively affect the visibility of your brand. It is, therefore, crucial to maintaining a cordial relationship with them.
  1. Be ethical: Avoid, telling lies in interviews and stories. When found out, this may sorely ruin your relationship with the media and could even result in negative media coverage. State the facts at all times and avoid excessive exaggerations.

Here’s a bonus tip, as much as possible, try to organize exclusive media events such as media briefings, press soirees and media tours for the journalists on your media list to share more information about your business with the media. Such events also allow the media to know more about your brand and the impact your brand is making. Working with the media on behalf of your organisation raises the awareness of your brand as well as the ability to create an impact with your chosen audience. It allows access to both large and small target audiences and helps in building public support and mobilizing public opinion for your organization.


Ghana’s number one urban youth station, YFM has promised its Accra, Kumasi and Takoradi listeners exceptional varieties of music this October dubbed “Rocktober”.

The Rocktober music journey with loyal fans is set to entertain patrons with great varieties of music ranging from Hip Hop, Afro Beats, Reggae and R&B, giving its fans so many giveaways such as shopping vouchers, branded items, flight tickets among others.

Chief Executive Officer (CEO) of Global Media Alliance Group (GMA) Mr. Ernest Boateng, urged fans and followers of YFM to anticipate the very best from YFM this month. He also encouraged all to stay tuned to YFM to increase their chances of winning amazing giveaways.

“We're increasing the different variety of music, adding more spice to our playlist and complementing with so many giveaways such as trips, vouchers, movie tickets, and more”, he said.

As part of the “Rocktober” initiative by YFM this October, there will be an introduction of an Outside Broadcast (OB) dubbed the “Friday Night Mix Train” that will storm different night spots across the country.

According Mr. Ernest Boateng, this initiative by YFM will engage loyal listeners of YFM in the radio experience by offering them the opportunity to interact with favourite DJs of the station at the various night stops across the country.

YFM is the number one Urban Radio Station broadcasting across the golden triangle of Accra, Takoradi and Kumasi.

Follow YFM on Twitter, Instagram and Facebook @y1079fm, @ Y979FM and @y1025fm. Visit for latest news and events updates.


e.TV Ghana your world of quality entertainment, has launched the tenth (10th) anniversary of its operations in Ghana.

Mrs. Nosisa Doe, Programmes Manager of e.TV Ghana in a mini documentary that was aired on e.TV Ghana, narrated how the e.TV Ghana story started from the set-up of the station in August, 2009 to date.

“In 2009 e.TV Ghana introduced programmes such World Wrestling Entertainment (WWE), Cheaters, Scandal, Fear Factor and Back Stage which brought a mix of good international programing in Ghana. In the following year, additions of in-house programmes such as Awake, Breakfast TV, Be Bold, Week in Focus, Girl Talk, Prime News, Hundred Degrees, e-Business journal, Magic Moments, Panorama and among many others cemented e.TV Ghana’s place among the DDTV stations in the country’’ she noted.

Mrs. Doe also mentioned the current shows that e.TV Ghana uses to engage its audiences across different demographics.

“Currently, e.TV Ghana produces very popular programmes such as In Bed with Adwen, My Paddy, the Late Nite Celebrity show, e Tech, African Women’s Voices, Men’s Lounge, Live Inside and Win the Ride Reality TV show.

Entertaining our audience has not been our only objective as a station, e.TV Ghana in 2012 started the Made in Ghana Month to celebrate Ghanaian businesses and to promote them. This has been done by the station for the last seven (7) years. As part of our corporate social responsibility, e.TV partnered with Japan Motors in 2010, to introduce the Corporate Run, organized annually to promote healthy lifestyles and networking among corporates as well as to aid and support the Ghana Blind Union (GBU)’’ she said.

Mrs. Nosisa Doe also acknowledged the production team from e.TV Ghana and commended Global Media Group Alliance Group (GMA) for their continuous support for e.TV Ghana.

Chief Executive Officer (CEO) of GMA Mr. Ernest Boateng on his part thanked the e.TV Ghana staff past and present for their diverse roles in the station attaining these heights.

“I express my profound gratitude to the staff of e.TV Ghana who have contributed immensely to the growth of the station. As a brand we are grateful to our viewers, who over the years have supported us without them this milestone is meaningless” he noted.

He went on to say that as e.TV marks its 10th anniversary, they hope to bring up fresh ideas and creative shows to viewers. Ghana has also distinguished itself from other broadcasting stations by setting up the eAcademy in 2015 which is aimed at training and producing peerless media personalities in Ghana through the e Academy located at the e.TV premises in Asylum Down.

The e Academy Manager, Fati Shaibu Ali, stated that the program has recorded a lot of success as many graduates are living their dream in various media institutions in the country while some have established their media institutions.

e.TV Ghana as part of the ten-year milestones celebration has also outlined a year-long commemorative activations and events like an All White Party on the station’s flagship entertainment programme Late Night Celebrity Show (LNCS) on Friday 25th of October,

Paul Anomah Kordieh host of ‘Live Chat with Paul’ will spearhead a Public Forum on Youth and Entrepreneurship and many others.

The tenth (10th) anniversary launch saw the unveiling of the official logo and graphics that will be used during the milestone celebrations.

eTV Ghana was established in 2009 in partnership with eTV South Africa owned by Sabido.