When rebrands go wrong

(And how to avoid the pitfalls)

Vodafone eyes greater use of social media

Vodafone is to step up its use of social media as a brand building tool after handing its new social media chief an expanded brief to develop the use of the channel beyond its current customer service remit.

Vodafone Twitter Account

The mobile operator has confirmed the appointment of Oracle’s communications director Samuel Hall as head of social media, taking over from Jakub Hrabovsky following his departure in September last year. Hall will be reporting to Vodafone’s director of communications, Christian Cull.

A Vodafone spokesman confirmed Hall’s role will include developing the brand’s communications strategy across all social media channels including: influencer identification, engagement and advocacy as well as a customer service remit.

Hall’s appointment marks an evolution of Vodafone’s social media communications strategy and marks a key step in how the mobile operator employs social media as an integrated communications tool according to sources within the company.

Vodafone has won plaudits for its use of Twitter as a customer service product with analytics firm Social Bakers claiming the mobile operator had the highest response rate to customer service queries via the social network in Q4, 2012.

Speaking at the time, a separate Vodafone spokesmen explained its success can be tracked back to its strategy to primarily use Twitter as a customer service rather than marketing medium.

The move from Vodafone follows rival operator brand O2 who appointed Paul Fabretti as head of social media in November last year in wake of the departure of its first head of social Alex Pearmain. Both companies are poised launch major marketing campaigns on the UK public this year to encourage sign-ups to their 4G network services, due to roll out in the summer.

View Point:

Ronan Shields

With all forms of digital media blurring, the role of the ‘traditional PR’ is rapidly changing especially as the digital disciplines of social media become increasingly intertwined with search.

Many brands are consolidating their social media activity bringing it in-house in order to maintain a consistent voice - saving on the monthly retainer is also another likely motivation - and the ‘traditional PR’ is a natural candidate to take over these roles when used in a customer service capacity. After all, fielding queries is pretty much their day-to-day job anyway.

However, what’s significant is how Vodafone’s appointment will expand its head of social role and integrate it into its communcations strategy - similar to how it employs other media including print and TV - and in a year when both Vodafone and O2 prepare to launch 4G services, getting this right will be crucial.

Readers' comments (2)

  • Large corporations like Vodafone have already started embracing the unified marketing approach. As consumers go digital and as digital becomes a part of life for the consumers it is increasingly necessary for organisations to get over the "line" between traditional and digital marketing. Let us see how the SMEs react to this evolution.

    Digital Marketing Executive

    Unsuitable or offensive? Report this comment

  • Well , I guess Vodafone had perceived very wrong as he mention social media as a platform to identify influencers . Well as social media has lost it's trut worthyness however some independent users have gained attention . Thoes people are full on promoting relevant adds . Very curious to see how you can find influencers on social hub ; blogging is good idea but it will not bring purchases until customer needs it or you can create the need .

    Unsuitable or offensive? Report this comment

Have your say


Job of the Week

Top Jobs


+media Facebook Twitter LinkedIn