From MarkLives. Story by Remon Geyser, head of research in South Africa for Springleap, a New York City-based global content crowdsourcing and marketing company.

In pan-African social media, Nigeria, Ghana and Kenya cellular network operators are growing in popularity among Facebook and Twitter users.

In Kenya, Safaricom — which is now a key player in the stock market — has recently hit 1,159,441 likes on its Facebook page from local Internet users. Ghana’s social media stats ranks Airtel Ghana and MTN Ghana at first place, with 530,254 and 500,766 likes respectfully (in third place is Vodafone Ghana, with 401,242 likes). Nigeria, which boasted a higher Internet penetration rate than Ghana or Kenya at 39.7 percent (2014), also reflects a large portion of local engagement and likes, with MTN Nigeria at 3,107,936. On Twitter, the same brands also generate positive engagement, with the most impressive statistic belonging to Safaricom Limited, which has 496,000 followers.

What seems to be driving this trend of positive engagement with cellular network operators in these three countries is an emotional attachment consumers have with a company that “connects people to one another.”  While social media continues to grow and make inroads for brands with consumers in emerging markets, consumers on social media are interacting with their brands by following and liking their accounts. As this wave of digital loyalty continues to rise, brands should leverage this insight to enhance their presence.

Why are mobile network brands so popular online?

There could be a short-fire answer to this question — namely that these brands are performing well with the markets they have penetrated. However, is penetration alone enough to convert awareness into high doses of social media acquisition? One can’t simply stipulate that brand awareness is enough to garner such a high return, either. It takes an organic drive of sorts to get consumers moving on brands’ social media platforms.

In Kenya, mobile money is on the rise. Safaricom is in direct competition with the country’s most-profitable bank, Kenya Commercial Bank, for market share in the mobile money sector, and it is doing well. Of the 26 million Kenyan mobile-money subscribers, 20 million are Safaricom customers. On the brand’s Facebook page, customers have the ability to sign up, a function that directs users to the Safaricom website. This feature could benchmark Safaricom above its competition, helping to promote an innovative, user-friendly experience.

Indian telecommunications giant, Airtel, is leading in Facebook likes in Ghana. This success is largely attributed to the company leveraging the Ghanaian football culture which is top of mind in consumers. Airtel sponsors the Rising Stars program, which explores the African continent for the next big name in professional football. There could be a link between Airtel Ghana’s popularity on social media and how the brand is marketed at the masses by sponsoring football-related initiatives. Could the next step be sponsoring the country’s national football team, the Black Stars?

In Nigeria, South African mobile network operator, MTN, is clearly celebrating the nation’s success in mobile Internet connectivity. There could potentially be several reasons that its social media presence and Facebook likes are climbing. By building a consistent, visually engaging and prominent identity, the brand’s name has been borrowed for many different initiatives, drives and partnerships, which would appeal to the empowered local urban black youth market. MTN Nigeria sponsors the hit Lagosian TV show, “Project Fame West Africa,” which is a reality singing contest helping unknown but talented musicians to launch their careers.

Read more at MarkLives.