Power of Social Media not Utilized
KUWAIT CITY, Kuwait, October 8, 2012 /PRNewswire/ –
Amine Jabali, Managing Partner, Peppers & Rogers Group
The banking and telecommunication sectors in North Africa have not utilized the power
of social media yet, according to Amine Jabali, Managing Partner, Peppers & Rogers Group.
Social networking is becoming more and more relevant in today’s world, especially in
the North Africa region. As evidenced by the impact that Social Media has had in fueling
the Arab Spring, the companies should embrace this new trend and place increasing focus on
Social Media activities. In fact, they need to enter the ‘Social’ era with a structured
approach and best practices in their Social Media adoption.
“Telecommunication companies reacted but they have not used the full potential of
social media; they have responded only by providing the gadgets, but the telcos are yet to
leverage the use of social networking to generate revenues,” Jabali argues. The telecom
companies, even the banking sector can leverage through building advocacy or affinity. “As
an example, the telecom and banking sectors can create clubs for high school or university
students using the power of social media. You can talk to this group of people and know
their interest/needs and can bring them forward to be more loyal to you in the early
stages of their professional lifecycle,” Jabali suggests.
Jabali notes that customers nowadays are not only intelligent, but also becoming more
and more demanding. “It’s not about ‘I’ll take what you give’ anymore. It’s about ‘provide
what I need’. It is a challenge for the firm, but we see that companies are adapting to
new challenges,” he asserts. “We see more and more customers purchasing smart phones not
only because they have cash, but because they know the value of what they are paying for,”
Many companies have already reaped significant benefits from incorporating Social
Media as part of their strategy, by being able to effectively and efficiently build new
and reinforce ongoing relationships with existing and potential customers. Marketing can
use Social Media to drive brand awareness, deliver relevant information and generate new
leads; Customer Support can leverage social channels to respond to enquiries and
complaints, as well as solicit customer feedback; whereas Sales can utilize Social Media
to support customer acquisition strategies.
“Social Media can also be instrumental in managing and protecting corporate
reputation,” Jabali notes. Unhappy customers can reach out to thousands of online users
through Facebook, Tweets and other Social Media channels and the adverse effect to
company’s reputation through such outbursts can be staggering if the appropriate
remediating actions are not taken.
Companies need to have a comprehensive Social Media presence to provide the customers
with an ‘always on’ channel that is able to meet their sales and service needs. “Pioneers
in Social Media in North Africa will find that investing in this new channel will create
not only brand awareness and social engagement with their targeted segments, but also to
generate consistent uplift of revenue year after year,” concludes Jabali.
SOURCE Peppers & Rogers Group