Social Media as a Catalyst for Customer Engagement: A Position Paper on the Ibadan Electricity Distribution Company (IBEDC)

Abstract

Social media has transformed modern communication by providing interactive platforms through
which organisations and consumers exchange information in real time. In the utility sector, where
service updates, billing issues, and customer complaints are frequent, effective communication is
critical for sustaining customer trust and satisfaction. This position paper explores how the Ibadan
Electricity Distribution Company (IBEDC) can leverage social media platforms such as Facebook,
Twitter (X), Instagram, and WhatsApp as catalysts for enhancing customer engagement in Ibadan
Metropolis. Drawing on the Diffusion of Innovation Theory, the paper argues that social media
facilitates rapid information dissemination, encourages consumer participation, and accelerates the
adoption of innovative communication practices. It posits that strategic use of social media can
enhance transparency, responsiveness, and interactive communication, thereby strengthening
utility–customer relationships. The paper concludes that sustained engagement and timely
communication on social media are essential for cultivating trust, improving customer experience,
and positioning IBEDC as a customer-centred utility service.