Document Type : Original Article
Authors
1
Master's Researcher - Department of Media Studies and Research, Institute of Arab Research and Studies
2
Master's Researcher - Department of Media Studies and Research, Institute of Arab Research and Studies
3
Assistant Professor, Department of Public Relations and Advertising, Faculty of Mass Communication - Cairo University
Abstract
The study aimed to describe the nature of the issue raised by Vodafone's customers in social networks which related to the problems they suffer in the services provided by the company, and to identify the strategy used by the Vodafone company in managing this issue through social networks, including monitoring the indicators that preceded the raising of this issue, the methods which used in monitoring these indicators, the type of indicators monitored, the stage at which the company intervened to manage this issue, communication messages related to the management of this issue on social networks.
Therefore, this descriptive study sought to identify how companies, especially those working in the telecommunications sector, including Vodafone Egypt, employ social networks in managing this issue during the fourth quarter of 2020, and relied on the model of crisis communications through social media, by applying to an available sample of (100) customers of Vodafone Egypt, using the questionnaire tool distributed electronically, as an in-depth interview with public relations and communications officials of the company in question, The results of the study revealed that there is a limited controversy among the company's customers due to the poor some services provided by the company as a result of the increase in the number of customers from the frequencies allocated to the company and accordingly the company seeks to build new towers to avoid the weakness of the network and the slow ness of internet service and addressed it as a media issue raised through social media platforms among a limited number of customers, which the Consumer Protection Authority stated that (51) thousand complaints, this percentage does not exceed (0.1275) of the volume of its customers, which exceeds (40) million subscribers, as reached The results to the importance of environmental monitoring that made the company intervene early before the worsening of the issue and turn into a crisis, and relied on various media, especially interactive means through social networks, as the company was interested in its communication messages to respond to customer complaints and questions via social media, also included providing the entrance of the persuasive message by presenting evidence of the reasons for the network outage at successive intervals and that the public should help them in helping them build towers to strengthen the network, while providing solutions to improve the network Services as soon as possible to achieve their satisfaction, and the company has used many communication strategies, including preventive at the stage of the impending and potential case, including treatment strategies at the current issue stage when the media intervened.
Keywords
)
مشاهدة على SCiNiTO