This research aims to compare social network site usage between utility companies and financial institutions in Malaysia and to identify the challenges faced by both organisations in using social networking services. This study provides insights into the comparison of social networking services between two different services, which are utility and financial services. Both organisations utilise social network sites to convey information regarding their services. Qualitative research was employed by conducting a comparative case study to identify the theme based on the similarities and differences between both organisations. Data were collected from the representatives of a utility company and a financial institution using structured interviews. In terms of marketing activities, the utility company is involved in marketing activities, while the marketing activities in financial institutions took place by promoting its various services. Subsequently, it was found that both organisations showed differences in terms of social media procedures and the department in charge of social media. In the case of the utility company, social media were managed by the customer service department, while social media use in the financial institution was managed by the marketing and communication department. Furthermore, the utility company preferred to use solely Facebook, while financial institution used various social media platforms. It was also found that both organisations utilised social networking services for communicating and sharing information with consumers and the public. However, challenges were encountered in their use of social media, such as the influx of negative comments, high-quality content creation, and consumer education. Thus, it is suggested that a similar study is conducted with different industries to gain further insights into other industries’ methods of using social media.
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