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Social media
Story:
Seven days a week, from 8am to 5pm, Vodacom SA uses social media to talk directly, one on one, to tens of thousands of customers.
No South African company, in any sector, is as plugged into Facebook and Twitter as Vodacom is. Nor is any company taking the online social media space as seriously. Every day a team of professionals tweet and post, respond to customers, tell them what the company is up to, inform them about new offers, specials, fun stuff and competitions, and respond directly to questions and complaints.
From a following of only 100 on Facebook in March 2010, we now have 80 000 Facebook fans and 12 000 followers on Twitter. The result is a closer relationship with customers and a better understanding of what they think of the Company. For instance, by engaging directly with customers via social media, we realised that many customers felt Vodacom was difficult to deal with and hard to reach.
Thanks to social media, we now make it as easy as humanly possible for customers to get in touch. And by responding almost immediately to individual questions and complaints we’re breaking down the barriers that customers experienced. When we rebranded early in 2011, the social media space was full of comments that, while our adverts were enjoyable, there were simply too many of them. (In the first eight days after our rebranding, the online team responded to almost 5,000 Facebook postings and more than 800 tweets.) All of the information gathered was fed through to our marketing team who immediately scaled back on the number of “Vodacom is red” adverts.
Inspired by the success we have had with Facebook and Twitter in South Africa, Vodacom is busy rolling out similar programmes in Tanzania and DRC.