A Bold Turn to Social Media

By Sankar Sivarajah

Being social with tools such as Facebook and Twitter in the business world is no longer a new phenomenon as companies have been jumping on the social media bandwagon for a while now. But used the wrong way, these tools can cost the company dearly in terms of reputation as well as resources.


One of the biggest problems is that some companies still take the same old traditional approach of using these tools. For example, companies mostly remain active and engaging during the standard “9-5” office hours or post formal messages/replies on their Facebook or Twitter page. Not only does this appear to be mundane but it also fails to keep in line with the traditions of social networking!

The social sphere is now a busy open market and it’s important for companies to stand out from the crowd. How can this be achieved one may ask? Let’s take a leaf out of Tesco mobile and its latest #nojoke viral campaign on Twitter. This was part of a recent marketing campaign to promote the fact it was voted best network and there was nothing funny about being on Tesco Mobile.

Tesco Mobile, the not so cool network, is now a “hot property” on social media sites such as Twitter with its sassy and cheeky responses to users. Witty comebacks by the Tesco mobile care team to users on Twitter had received thousands of retweets and have been made favourites by many Twitter users.

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Interestingly, this social media strategy has been mainly positive as the Tesco’s Twitter page has seen its user base and engagement grow.  Now, who would have thought taking such a bold and different approach would pay off in such style!

How bold is your business when using social media?

This entry was posted in I MEAN BUSINESS and tagged , , , , by Sankar Sivarajah. Bookmark the permalink.

About Sankar Sivarajah

Contributing author: I MEAN BUSINESS, Brunel Business School Blog, Role: PhD Student and Part-Time Research Associate, Sankar is a final year PhD student at Brunel Business School under the supervision of Professor Zahir Irani. His PhD focuses on the application of second-generation web (Web 2.0) technologies in Local Government domain. He is also working part-time as a research associate on an EU co-funded project in the Information Systems Evaluation and integration group (ISEing) research centre at Brunel Business School, Brunel University, UK. He holds an MSc in Management with distinction from Cass Business School in London and a first-class honours BSc degree in Business and Management (Computing) from Brunel University. His current research interests are in the areas of Information Systems Evaluation, Web 2.0, Cloud Computing, e-Government services and Business Sustainability.

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