Customer knowledge management practices on a social media platform: A case study of MTN Ghana and Vodafone Ghana

Abstract

The purpose of the paper is to examine how social media can be employed to assist in customer knowledge management in two multinational telecommunication companies operating in Ghana. The study employed case study and netnography as research design. Data was obtained from Twitter and Facebook fan pages of MTN Ghana and Vodafone Ghana. A social media supported Customer Knowledge Management framework was adapted as a conceptual lens. Data was thematically analysed. The findings show that MTN Ghana and Vodafone Ghana have employed social media to manage customer knowledge. The companies engage their customers on Facebook and Twitter to access their knowledge and provide the customers with knowledge about their products and services.