Case study: how Azerbaijan’s largest mobile operator controls social media at scale

About Azercell

Azercel is the largest mobile operator in Azerbaijan, serving more than 5 million subscribers and covers 51% of the country’s mobile market.

The company uses NapoleonCat to manage social media interactions for two brands:

• Azercelthe main telecom brand (using NapoleonCat since 2020), with over 1 million followers via social media platforms
• Azercell lifea newer employer branding initiative focused on talent acquisition and brand image

The challenge: enormous scale, multiple teams and no room for chaos

Managing social media at Azercell means operating at an enterprise scale, with multiple teams, different goals and a constant stream of customer interactions. This is what they had to deal with:

• Between Azercell and Azercell Life they succeed 12 social media profilesincluding Facebook, Instagram, TikTok, LinkedIn and YouTube.
• Azercell’s main profiles get no less than 850,000 interactions monthly on social media. That’s almost a million inbox tickets requiring review, moderation, or response
• Given its size, it can be challenging to get to the comments that need attention and sift through all the irrelevant or spammy interactions.
• Due to the nature of a telecom company’s business, the main accounts receive complaints and negative comments that need to be addressed quickly.
• The Azercell Life accounts receive less engagement, but are also critical for talent acquisition and employer branding initiatives.

With this scale and complexity, Azercell needed a single platform that could bring order to their social media workflows, without slowing down teams or compromising brand image.

The solution: one platform to manage them all

In 2020, Azercell chose NapoleonCat to handle comment moderation and customer interactions on its main social media accounts. A few years later, adopting the same solution for Azercell Life was a logical next step.

With NapoleonCat’s social inbox and automatic moderation, they can now:

• Manage hundreds of thousands of interactions from multiple social media platforms in one unified dashboard
• Quickly filter and prioritize comments that actually need attention
• Speed ​​up responses to repetitive questions with saved answers in the inbox
• Automatically hide or delete inappropriate and offensive comments based on keywords and sentiment
• Coordinate work across teams with clear workflows, easy onboarding, and no risk of missing comments.

The result: faster onboarding, smoother workflows and better brand results

NapoleonCat fits seamlessly into Azercell’s existing customer service ecosystem and moderation processes. While content is still published using native platform tools, all post-publish interactions are handled within NapoleonCat.

Azercell life benefits from the same structured workflows, allowing teams to focus on employer branding, job postings and trade show promotion, while maintaining consistent moderation standards.

With different organizational KPIs between the teams at Azercell, we can use one tool to suit our needs – making it easier to achieve our goals individually, while maintaining a consistently positive brand image on every front.

Both the social inbox and automatic moderation are now part of the standard onboarding process, allowing new team members to become productive almost immediately.

It is a very user-friendly platform. It takes up to two days to show new customer service agents the full workflow so they can get started with the tool efficiently.

Simplify social media
Manage with one tool

• To manage and reply to comments and DMs in one place.
• Monitor ad comments from multiple accounts.
• Automate answers to repetitive questions.
• Automatically delete spam comments.
• Schedule messages to multiple accounts, on the desktop.
• Analyze performance and monitor hashtags.
• Stay informed of your competition.
• Create or schedule in-depth reports in seconds.

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