Kenyans are users of a wide range of social media such as Facebook, Twitter and You Tube, but many Kenyan firms have yet to reach out effectively to consumers on-line.

According to a study carried out by Millward Brown in Kenya, 11 percent of Kenyans have accessed the Internet in the past four weeks, and among those 53 percent have accessed it on their mobile phone. This is among the key findings of a Social Media survey carried out across 15 countries by market research firm Firefly Millward Brown, released in Nairobi this week.

While Facebook is an important social and communication tool, (56 percent of Facebook users in Kenya use chat regularly) - it does have other key uses. Kenyans are increasingly using social media to get local and international news, keep up to date with their favorite football clubs, find out what's on at their local bar or nyama choma, and importantly, keep up to date with small fashion retailers who use Facebook as their marketing tool of choice.

"As internet penetration grows and social media becomes integral to people's lives, businesses should move beyond corporate websites into interactive services" says Chris Githaiga, Millward Brown's head of client services in Kenya.

According to Firefly, consumers are in control with social media, therefore Kenyan companies have to make their brands part of this new age conversation. They should let their brands flow in social forums like fan pages, blogs, social networks and viral videos.