4.1 Social Media Experts’ Perspective
Interviews with the social media experts revealed that a lot of value could be
generated by Telecom Companies in Pakistan by incorporating social media into
integrated marketing communications. The main points that came out of the
interviews were:
1. Global trend in communication technology is undoubtedly drifting towards
social media, but the pace is much slower in countries such as Pakistan. The
reason for the slow growth is that most marketers here are comfortable with
the status quo and intend avoiding “new media” until such time as it becomes
a market necessity. TV despite being a traditional media still has a lot of
glamour associated with it.
2. As much as media experts are keen to integrate social media into companies’
marketing campaigns, advertisers still are unable to understand its dynamics.
Experts believe that an effective social media strategy would enable any
brand to leverage its customers’ personal and professional networks more
gainfully to grow the business and increase revenue generation, while
creating deeper and more engaging connections