Case Study: How Azerbaijan’s Largest Mobile Operator Keeps Social Media Under Control at Massive Scale

When over 850,000 social media interactions land in your inbox every month, manual moderation and scattered workflows can really disrupt the business – and its reputation. Azercell needed a way to manage customer service and employer branding conversations across multiple platforms efficiently, consistently, and at scale. And NapoleonCat became the platform that made it possible.

About Azercell
The challenge: Massive scale, multiple teams, and no room for chaos
The solution: One platform to manage them all
The result: Faster onboarding, smoother workflows, and better brand outcomes

About Azercell

Azercell is the leading mobile operator in Azerbaijan, serving over 5 million subscribers and covering 51% of the country’s mobile market.

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

Azercell, the telecom’s main brand (using NapoleonCat since 2020), with over 1 million followers across social media platforms
Azercell Life, a newer employer branding initiative focused on talent acquisition and brand image

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

Managing social media at Azercell means operating at enterprise scale, with multiple teams, different goals, and a constant stream of customer interactions. Here’s what they were dealing with:

Between Azercell and Azercell Life, they manage 12 social media profiles, including Facebook, Instagram, TikTok, LinkedIn, and YouTube.
Azercell’s main profiles get a whopping 850,000 interactions on social media monthly. That’s almost a million inbox tickets requiring review, moderation, or response
Given the scale, 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’s operations, the main accounts receive complaints and negative comments that need to be handled quickly.
The Azercell Life accounts receive less engagement, but they’re also key for talent acquisition and employer branding initiatives.

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

The solution: One platform to manage them all

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

With NapoleonCat’s Social Inbox and Auto-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 Replies in the Inbox
Automatically hide or remove inappropriate and offensive comments based on keywords and sentiment
Coordinate work across teams with clear workflows, easy onboarding, and zero risk of comments being missed.

The result: Faster onboarding, smoother workflows, and better brand outcomes

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

Azercell Life benefits from the same structured workflows, enabling teams to focus on employer branding, job vacancies, and scholarship promotion, while maintaining consistent moderation standards.

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

Riyad Aliyev

Digital Solutions & Social Media Unit Specialist, Azercell

Both Social Inbox and Auto-moderation are now part of the standard onboarding process, allowing new team members to become productive almost immediately.

It’s a very user-friendly platform. It takes 2 days max to show new customer service representatives the entire workflow, so they can start working efficiently using the tool.