CTS 2012: Social media a big opportunity for carriers, if done correctly

TORONTO – Social media has become a business transformation tool that not only helps to engage consumers but also lower customer service costs. That was the underlying message during a panel discussion about social networking on the opening day of the Canadian Telecom Summit in Toronto. “If we do it right, there are cost savings to the company,” said Keith McArthur, vice-president of social media for Rogers Communications. “So we can do something that improves our reputation, improves our customer experience and makes our customers happier, and also lowers our costs. I think that’s a huge win-win.” McArthur explained that...