Getting social: Social media in business

9 December 2013

Opening remarks:
Sridharan Nair, Managing Partner, PwC Malaysia

Overview of key findings:
Jason Juma-Ross, Digital Intelligence Lead, PwC Australia

Umapagan Ampikaipakan, BFM Radio


  • Ahmad Izham Omar, CEO of Media Prima Television Networks and Primeworks Studios
  • Dato' Sri Mohammed Shazalli Bin Ramly, CEO of Celcom Axiata Berhad
  • Jason Juma-Ross, Digital Intelligence Lead, PwC Australia
  • Khailee Ng, Chairman, Rev Asia

PwC Malaysia launched its inaugural report on social media for business to a lively crowd comprising business leaders, marketing practitioners and social entrepreneurs.

Titled "Getting social: Social media in business", the report is based on a survey on the use of social media among Malaysian organisations and the level of senior management involvement. 

Sri sharing about his early days on social media

The survey reveals some interesting insights about the disconnect between how Malaysian organisations perceive they are doing in terms of social media engagement and how social media users actually think they're performing in this space.

Jason Juma-Ross, Digital Intelligence Lead, PwC Australia shared how organisations can capitalise on social media in relation to the survey highlights.  He introduced PwC’s SOC(i)AL business assessment to the participants, sharing how it helps organisations gauge their maturity in terms of social media adoption and engagement.

PwC Australia's Lead Jason Juma-Ross sharing how organisations can capitalise on social media

Celcom Axiata's Dato' Sri Shazalli Ramly illustrating a point during the panel discussion

The event featured several interactive elements to keep the participants engaged. This included live polls asking participants their views on social media and whether their perceptions have changed after viewing the survey results. Participants were also able to take PwC’s online assessment at the survey booth outside the event hall before the event and during brunch.

BFM Radio presenter Umapagan Ampikaipakan moderated a panel discussion on the business benefits of investing in social media and the role of the C-suite in stakeholder engagement.

With 2 CEOs from both the telco and media industry, a Gen Y social entrepreneur and a digital consultant on the panel, there was no shortage of interesting anecdotes, witty remarks and quotable quotes in between them. The panelists urged business leaders to be authentic on social media, and humanise policies and procedures so that they are relatable to their people. Clearly, the rules of engagement have changed in our digital economy.

The audience took to Twitter to share and exchange insights from the discussion. They also posed their questions to the panelists online via a conference Q&A tool.

Interesting quotes from the panelists:

Ahmad Izham (Izham) on how companies should build social
media savvy talent:

"Social media behaviour isn’t a problem if you recruit right ...people who are your brand evangelists."

Jason on the importance of being authentic:

"Your personal persona can’t be too far off your work persona. It’s about authenticity."

Dato’ Sri Mohammad Shazalli on monetising social media:

"Spend money on data analytics. Have been successful in targeting customer
segments in a saturated market."

Khailee on making guidelines relatable to employees:

"We must humanise employee handbooks to make it readable and one that
encourages compliance."

In the words of PwC Malaysia Executive Director Kartina Abdul Latif (@Kartina_PwC), ‘all signs are pointing to digital content. Make the leap.’ For the leader of the future, this means being accessible, authentic and aware (PwC’s 3A’s of tomorrow’s leader). This calls for CEOs to be personally engaged with people on the ground and be on top of the latest digital trends and the way their customers interact on social media.

Sri and the panelists posing for a group photo after the panel discussion

Related information
  • Visit our microsite for the full report and PwC’s SOC(i)AL assessment.
  • A 10-minute quickie for the C-suite on how social media delivers value to the business, is also available on our microsite.
  • We also conducted in-depth interviews with CEOs, key influencers on social media and young entrepreneurs. The interview videos can be accessed here.