The Impact of Social Media Marketing in the Telecommunication Industry : A Case of Netone Plc. Ltd., Zimbabwe

The study sought to investigate the impact of social media marketing on sales revenue at NetOne Plc. Ltd., Zimbabwe. The company is facing decrease in market share as evidenced in the decline in sales revenue which has seen it dropping to third in the industry. The purpose of the research was to find out if social media marketing can be adopted as a solution to the problem stated. The research design used in the study was a descriptive design and quantitative methods of data analysis were employed. In this research 80 employees of NetOne were interviewed. The researchers carried out the study on all NetOne shops in Harare and questionnaires which included both closed and open ended questions were used to collect data from the respondents during the study. Statistical tables and bar charts were used in data analysis and presentation. The research found out that a social media marketing campaign has a potential of increasing sales revenue by 70.09% among other marketing communication methods that can be employed by the company. Therefore it can be concluded that social media marketing has a potential to turn around the fortunes of a company but however firms need to be very cautious when carrying out a social media marketing campaign also as it has the potential to harm the organization as well. Firms need to integrate social media marketing with other traditional marketing techniques so as to achieve the maximum results