Telkom's social media inauguration yesterday got a cynical reception as many social network commentators responded to the news with sarcastic quips and critical inferences.
SA's telecoms giant has joined three of the social networking world's biggest sites - Facebook, Twitter and LinkedIn - roughly nine, seven and 10 years, respectively, down the line from the inception of the platforms.
Twitter, in particular, was abuzz with comments following Telkom's entrance - with many expressing tongue-in-cheek sympathy for the team of employees that would have to man the platforms and field complaints.
These tweets sum up the overall mood and sentiments of Twitter members yesterday: "I hope the person/people who manage the @TelkomZA handle is up for the challenge. #socialmedia can get ugly" (sic); "Words cannot express how sorry I feel for the person who's running the @TelkomZA account."; "Finally @TelkomZA have joined the social media evolution and opened themselves up to abuse on another forum. Let's hope they keep Connected;)" (sic)
Transparent and accessible
In a statement yesterday, Telkom said its presence on the three popular social media sites was a bid to "engage customers in a more accessible way".
Manelisa Mavuso, MD of Telkom consumer services and retail, says the company is embracing social media, because it is aware that many of its customers prefer the communication platform above others.
"The direct interaction and transparency afforded by these sites means that we can truly connect with our customers in way that we have not been able to do before."
Apart from interacting with customers more intimately and efficiently, says Telkom, the company will also use the sites to "educate, share and collaborate with customers on major technology trends such as broadband and convergence".
Mavuso says, ultimately, the social media platforms will enable Telkom to glean insights - which will assist in the company's efforts to "improve service delivery and deliver on what customers really want".
Late to the party
Asked why it had taken Telkom - as a leading ICT entity - so long to board the social media train, Telkom said (via Twitter) that it wanted to be sure all the correct systems were in place.
"We do understand that we are late. We know the importance of social media, so we want to make certain that we deliver."
Responding to a media query on the timing of its social media foray, Telkom said: "Telkom has taken the decision to embark on a social media presence at a time in the company's history when it is appropriate to do so."
Positive response
Despite the initial social media reaction and light-hearted insults, Telkom says the response to its social media presence has been "overwhelmingly positive", with customers "extremely excited to have Telkom on social networks".
The company says it looks forward to engaging with customers via the new platform. "Our presence will evolve over time as new initiatives are implemented in the future to continue enhancing the experience of our customers."
Telkom can now be reached online via Twitter, using the handle @TelkomZA, on its Facebook page (www.facebook.com/TelkomZa), or through its LinkedIn profile.
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