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

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