Sri Lanka is poised for the next generation of social media

Over the last few years, social media has created many industries, offered an abundance of visual and audio entertainment, and changed the face of technology. But has this change actually changed us, or the world we live in? Sharing expert views on social media and its exponential growth in Sri Lanka, Etisalat Lanka Senior Manager Marketing Gamika Silva and Etisalat Lanka Head of Value Added Services Channa Munasinghe speak to the Daily FT.

Gamika De Silva said: “Social media is the next wave of transformation fuelled by advancements in technology. From wireless networks and hardware that make social media possible, a world where everything is connected awaits us.

 result will be both significant shifts in our everyday lives and a changing of the guard in several industries that are only now starting to feel the impact of social media.” Further he said, “Social Media is a growing phenomenon in Sri Lanka and organisations are well aware of the benefits of using social media as an interactive platform.”

“Many Sri Lankan’s have grasped the potential of social media and its benefits, both for business and personal use. Well poised for growth in the sphere of social media, our market has reached a stage of sophistication,” Channa Munasinghe said, adding, “At Etisalat we incorporate social aspects into all areas of our business. From Facebook, Twitter to Foursquare we believe social media has helped to bridge the gap between ‘consumer and corporate’ through the extension of interactive platforms.” 

He explained that social media has even revolutionised the mobile industry. With close to 500 million users around the world using Facebook mobile, the shift from the desktop to the mobile has created the need for ‘social’ to be indispensible.

“With social platforms on every mobile, network providers have to be geared up to commit speedy connectivity and other value additions that enhance the mobile internet experience” Munasinghe said. “Social media provides an ideal platform for people to share different touch points of the brand. Consumers are not confined to exchanging experiences with the brand but other consumers too, thereby providing vital information essential for businesses.”

Social media opens a new window of opportunity for marketers to perceive how consumer behaviour has evolved, and what new trends have had an impact on various industries.   

Commenting further, De Silva says “Social media provides a plethora of information and insight, which we integrate to our end product and service delivery in order to ensure consumer satisfaction is in line with Etisalat’s brand direction.”

“One of the primary issues we face today is internet penetration and IT literacy. As an operator we have brought in initiatives to overcome most of these challenges. We believe in empowering people through all forms of communication, particularly through social media.”

Social media continues to change the environment we live in, and Sri Lankan statistics reveal that over 1.13 million users patronise Facebook, with a growing number on other social applications such as Twitter. The platforms have set the stage for a number of opportunities, with businesses using social media as a medium for consumer interactivity and engagement. The channels that offer social media will continue to evolve, making it the most relevant and useful tool for business today.