1 Introduction
2 Social Media Strategy and Competitiveness
3 Relationship between Technology, Strategy, Structure and Processes
4 Strategy as Practice
5 Methodology
5.1 Research Context
5.2 Site Selection and Access
5.3 Data Collection
No | Profile |
---|---|
1 | CEO |
2 | Manager IT Operation |
3 | IT Staff |
4 | Marketing Manager |
5 | Marketing Staff |
6 | Finance Manager |
7 | Manager Network Development |
8 | Manager Product Development |
9 | Human Resource Head |
10 | Human Resource Staff |
11 | Regional Manager |
12 | Public Relation Officer Communication |
5.4 Data Analysis
6 Findings
6.1 Tanzania
6.2 Telecommunications Industry
6.3 Social Media Use in Tanzania
From this explanation, we see how the growth of the Internet has enabled and led to the growth in the use of social media in both urban and rural areas, and that has turned out to be a significant market opportunity for telecom organisations, as well as a sphere for increased competition.‘The Tanzania we have now is different from one a decade ago. A decade ago you could hardly find 2 million Tanzania [ns] using internet but now we have more than twenty million internet users. In addition, it is not only people in urban areas who are using it but also people in the villages - you will find people having WhatsApp, Facebook and they post their issues there. Therefore, we said we cannot be left behind. We should use these social media to capture that market’.
Taking into consideration this behavioural change amongst consumers - due to the usage of social media - and the growing usage of social media in Tanzania overall, telecom organisations would be enthusiastic with what new affordances social media can equip them with, with the aim of increasing their competitiveness and business value.‘Social media is primary; when someone wakes up in the morning the first thing to look is updates on social media. Then if social media is the first thing, we should provide it to our customer’.
6.4 Social Media and the Telecom Organisations
Facebook (Page likes) | Twitter (Followers) | Instagram (Followers) | YouTube (Subscriber) | Other platforms | |
---|---|---|---|---|---|
Airtel | Yes (1,086,918) | Yes (197,000) | Yes (209,000) | Yes (2209) | |
Tigo | Yes (1,418,168) | Yes (253,000) | Yes (313,000) | Yes (5918) | LinkedIn (814 followers) |
TTCL | Yes (55,735) | Yes (4841) | Yes (6391) | Yes (56) | G+ (182 followers) |
Vodacom | Yes (874,903) | Yes (195,000) | Yes (203,000) | Yes (2799) |
Company | Types of offers | Service Packages |
---|---|---|
Airtel | • Free Facebook • Free YouTube | Hatupimi Bando (we don’t measure) |
Tigo | • Free WhatsApp • Free Facebook | Halichachi (It does not expire) |
TTCL | • Free Facebook • Free WhatsApp • Free Twitter • Free Instagram | Toboa bundle (Go through) |
Vodacom | • Free Facebook | Haliishii bando (It does not end) |
6.5 Influence of Social Media Practice on KISU
The marketing staff and product development manager also associate the provision of free social media as a sales factor. KISU, like other companies, offers some selected social media platforms for free. Because the majority of Tanzanians have low incomes, the free offers tend to appeal to a significant portion of the population. The companies offer free access to social media platforms only when a customer buys their ‘selected product’; for instance, the service packages identified earlier. Thus, free social media is a promotional tool to drive the sales of KISU. The statements below reflect this:‘I get many customers because I broadcast on WhatsApp groups, then people respond. Bring me a sim card; others people will say do this for me. Whereas before I had no such opportunity. I had to go to the street with a loud music, and then say you can get sim cards here. This would entail me obtaining a permit from the council; also, I incur cost of petrol for generators. Now I do not incur all this cost. I just send my message to the group. I can design my message and send it to group one, group two and so on. From that I can get several customers at a go’.
Secondly, social media is helping information sharing within the organisation. For large organisations such as KISU, which has more than a thousand staff across the country, sharing information regarding the organisation is at times difficult due to the bureaucracies and the centralisation process of disseminating information; consequently, people hoard information. KISU has several departments and branches across the country. In their structure, the public relations office, which works closely with the marketing department, are the custodians of the company communication. Information within KISU was concentrated in this department, and when they wanted to share it, it was difficult as not all the staff within the organisation had access to traditional communication devices such as computers or desk telephones. However, with social media which is accessible by most people via mobile devices, has influenced the dissemination of information within the company as staff can easily share information. For example, previously, some people from other departments such as Human Resources could not understand the new products being offered by the company but now, because information is shared, they know about the new products and they can efficiently assist customers/interested parties with information about products at an individual capacity since they now have information. Similarly, social media has improved how the company shares information with the public. When KISU wanted to communicate with the public, they would typically use press conferences or television as a means of sharing information. However, this was not as effective and efficient as social media. For instance, providing information via traditional press such as a magazine would involve a consumer having to buy a magazine and opening several pages to find the information. Thus, information reached few people. Nevertheless, now with social media, it is easy for the company to share information with the public and get a response. The following narratives from the Human Resource Manager and the Public Relations Manager can be considered to grasp the influence of social media on the sharing of company information:‘We use social media as a sales factor. When we say we are offering free social media, we first need you to buy our bundle and it is when we are giving you. So, on buying that internet bundle someone can go on Google and surf but will always go on Facebook and WhatsApp. So, we tell you to use Facebook and WhatsApp free but first buy the internet.’ – Product Development Manager‘Providing free social media, it has helped a lot in people buying our products’- Marketing Staff
Thirdly, social media has enhanced KISU’s process of obtaining feedback from consumers, which is strategically important. Previously, KISU used to collect feedback through traditional means such as through suggestion boxes in their offices. They also received feedback through their call centres. However, now KISU gets feedback from customers and staff through different social media platforms. The feedback obtained through social media channels has a different impact compared to the way feedback was obtained previously. The feedback on social media is visible to other customers, competitors and staff. Previously, feedback would not be dealt with in an urgent mode; some of it was there but never get any response, but now feedback is taken seriously. The communication custodians in KISU - that is Public Relations, marketing and customer service - monitor the feedback and provide responses. Moreover, staff at their individual capacities visit the social media platforms to see the feedback, especially on matters with which they are concerned. For instance, a network developer when he visits the platform, can understand when people complain about network problems in certain places and can, therefore, act either by offering suggestions of what customers can do or respond to it by any other means such as making sure the network connection works well. Thus, the feedback obtained from social media platforms feeds across different processes within different functions such as management, human resources, network control and product development within the organisation. Moreover, the feedback has led to additional processes and changes being introduced within KISU to enable the reception of feedback obtained from the social media platforms. For example, KISU have had to make changes to the call centre so that the feedback from the social media platforms can be visible to the people in customer services. Therefore, the feedback helps KISU to see how they have performed. Also, it enables them to reflect on their weaknesses. The following statements highlight the significance of feedback originating from social media platforms:‘There are things which we put on social media platforms such as new products, new information. Previously, only commercial people knew information. Now we want all the business information to be known by everyone in the organisation, as we are here to support the business. As HR, we support part of the business. We suggested that information should be placed on intranet and social media platforms. We have 4G, we are doing this and this, we post it on twitter, Facebook. For instance, when we HR want to employ a professional, we place it on twitter, Jami forum, Facebook; we post on these platforms’. –Human Resource Manager‘We have lots that we share directly through our social media accounts of Facebook, twitter and Instagram. We use those platforms to communicate with many people. For instance, today, we have announced a job. You know that by the end of the day the information will reach many people with minimum cost compared to a page on gazette that cost three million for a single day. Therefore, the advantage is significant. First, the message spreads quickly, second, the message goes to the right people because it goes to the youth who are graduates and they are looking for those opportunities. For an advert that has gone today by the end of the day, you can receive 100+ applications. Different from the gazette which a person needs to buy, then find the page until responding it takes a lot of process. Through social media, the advantage is that the message spreads fast and you get quick response. Feedback is important to us and we use it effectively’ – Public Relation Officer
KISU has an organogram that shows its structure as not having a position/job in the field of social media. The process of handling social media requires some sets of skills such as graphic design and content development. Such skills are not available within KISU. Thus, KISU has outsourced some of the activities associated with handling social media platforms. The arrangement of managing social media is very informal. For example, the current outsourced ‘people’ do not have a formal agreement - they are just there to help. Therefore, KISU is now working to formalise the outsourcing, training internal employees as well as finding a position for people who would handle social media. The following statements from public relations and marketing, who are the custodians of social media within KISU, provides insight on how social media has been outsourced:‘The good thing with social media for example WhatsApp Facebook etc. As I said first you, there are some feedback that you get for example from the Facebook okay. In addition of that, you can see how you can put in your strategy in the bigger strategy. Also from WhatsApp you might get very wonderful ideas from different people within the organisation what do they think how the organisation should run. Okay, because from the definition of organisation is a collection of people to achieve goals. Okay so you can take these ideas and transform them into strategy. In cost free or less cost but at the same time efficiently and effective communication’ – CEO‘HR we gain a lot, for instance when marketing post something on social media people react positively or negative. When a customer laments about your customer service, a training officer can see and know what sort of customer training is needed. A recruitment person can see and know what sort of people are not needed in the company. Therefore, on our recruitment process we work on the comments that originate from customer. In addition, we develop our trainings from the comments of our customers.’ – Human Resource Manager
‘We have outsourced some of our social media activities, there is someone who helps to develop content, because we don’t have an internal who can make graphics that can appeal nicely to customers and brand engagement’ – Marketing Staff‘Our program next year is to engage people from outside and collaborate in running these social media accounts in a more competitive way. Because the way we are running them now it is a low scale in resource wise we have one person. Sometimes we lack time for creative ideas. When you look at social media they depend a lot on ICT technological skill for instance, ability to design, develop and create content. It is hard to have this ability as communication people find it hard to multitask in that sense. Our education does not give us the opportunity to have wider understanding on ICT’- Public Relations Officer.
6.6 Social Media as a Tool to Enhance Competitiveness
‘There are different strategies to win the competition. You find one operator was providing Facebook only; come another operator is providing Facebook and WhatsApp. Us we provide almost all social media. Therefore, you look at the weakness of your competitor and then you find a way to adjust better than your competitor. Other competitors have restricted streaming; we also have restricted streaming’. – Product Development Manager‘It’s the market itself that shows that these social media are becoming now the good thing, so that you want to succeed, you want to be competitive you need to put yourself having these free… our competitors are also offering them free’ - Marketing Manager
‘We want to change our brand image from that of old to that of youth because we know we shall make business. The demand comes automatically, Vodacom, Tigo have done so why not us? Therefore, we must compete with them. We said we should not remain behind. You can say this is the foundation why we are on social media. There is an automatic demand. The demand shows our competitors they are doing why not us? Nevertheless, we also see there is a room for more business that if we follow this approach there is a youth segment, which we know they are big users of social media’– Public Relation Officer
‘The challenge is that this market is very sensitive because it is the youth who use social media. When you develop a product for youth, you should be keen on quality, on trend, reduce restrictions and make sure it is affordable. Therefore, you find the profit margin from social media product is very small, as I have said we provide social media services free and we do not have restrictions’– Product Development manager‘We are in a competitive environment when you give a customer a product that is not satisfactory they will go to another operator and at the end of the day, you will not benefit. Therefore, we must go with the requirements that a customer needs on social media. Specifically, we target a group which social media is their lifestyle ‘– Marketing Manager