Telkom now has a presence on Twitter, Facebook and LinkedIn. The company says it made the move to allow customers to engage with the company on channels they may find preferable to call centres or e-mail.

A number of parody Telkom accounts exist on social networks, including two Twitter accounts, @TelkomPR and @TelkomRSA, which poke fun at the telecommunications operator. Telkom has historically had a poor reputation for customer service.

Telkom, whose Twitter handle is @TelkomZA, says the “transparency of social media” allows for “one-on-one conversations with customers to solve problems and grow their knowledge and understanding of the company and its products and services”.

Given its history and reputation, the job of maintaining Telkom’s social media platforms is arguably not an enviable one.

“We are embracing these social media sites with the knowledge that many of our customers prefer this communication platform over 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,” says Manelisa Mavuso, MD of Telkom’s consumer services and retail division.

“We believe that this level of engagement and the insights gleaned will aid Telkom in its efforts to improve service delivery and deliver on what customers really want,” Mavuso adds.