Abstract: This research examines how Pakistani mobile telecommunication companies utilise social media platforms, specifically Twitter, for customer support and online reputation management. The findings reveal that companies exhibiting prompt response times, empathetic communication, and proactive engagement tend to foster higher customer satisfaction and a more positive online reputation.

Introduction: In the contemporary digital landscape, social media plays a pivotal role in shaping public perception of businesses. The rise of platforms like Twitter has transformed communication dynamics, empowering customers with a direct channel to voice their opinions and concerns. For mobile telecommunication companies (MTCs) in Pakistan, a nation with a rapidly expanding digital footprint, managing their online reputation is paramount.

Methodology: This study employs content analysis to examine Twitter interactions between the three leading Pakistani Mobile Telecommunication Companies (MTCs) – Mobilink (Jazz), Telenor, and CM Pak (Zong) – and their customers. A sample of 114 tweets, representing every fourth public tweet during a specified period, was analysed to identify trends in customer concerns, emotions expressed, and companies’ responses.

Key Findings:

  • Customers predominantly utilise Twitter to seek product information, report service issues, and express opinions on the quality of service.
  • A significant portion of customer tweets convey negative emotions (angry or unsatisfied), highlighting the importance of effective online reputation management.
  • Companies’ response times significantly impact customer satisfaction. Prompt responses, particularly within the same day, tend to elicit more positive feedback.
  • Mobilink (Jazz) exhibits the most proactive and personalised approach to customer engagement, while Telenor’s responses are often generic and less engaging. CM Pak (Zong) stands out for its positive engagement with customers, particularly in acknowledging requests to follow them.

Significance/Implications: The research underscores the vital role of social media, particularly Twitter, as a customer service and reputation management tool for MTCs in Pakistan. Companies need to recognise the power of online conversations and adopt proactive strategies to engage with customers effectively. Key takeaways include:

  • Investing in robust online customer support infrastructure. This entails allocating dedicated resources and training customer service teams to handle online interactions professionally and efficiently.
  • Developing comprehensive social media strategies. These strategies should encompass clear guidelines for response times, communication tone, and protocols for addressing different customer concerns.
  • Actively monitoring social media conversations. Utilising social listening tools can enable companies to identify and address emerging issues proactively, mitigating potential reputational damage.
  • Embracing a customer-centric approach. Companies should view social media as an opportunity to build meaningful relationships with customers, going beyond mere complaint resolution to foster loyalty and advocacy.

Full Text: Link

Citation Information:

Shahid, Muhammad Nauman, The Role of Internet in Corporate Reputation Management (July 19, 2016). Available at SSRN: https://ssrn.com/abstract=3521787 or http://dx.doi.org/10.2139/ssrn.3521787