Ann: AirPocket Investor Presentation-DCC.AX, page-92

You gotta be realistic, while an app that shows lots of cute cats might get a lot of reviews and website that shows even more cute cats might get lots of shares on social media, something as boring as transferring minutes or money transfer isn't going to get a lot of traction on social media. Some people will turn to twitter to contact support for assistance but even that is pretty slim pickings, most people have the sense to pick up the phone, use email or seek assistance in person. Take a look at the WU twitter, they respond to about 20 requests for help per every 24 hours, a tiny drop in the bucket compared to how many customers they actually have.

So again, Likes, downloads, reviews, retweets etc etc so on don't really count for anything for a tool such as this, the only metric that really counts is if people are using the app as designed and sending/receiving money.

Social media can be a huge net positive for some types of business and a complete and utter waste of time for others (such as this industry). I wouldn't be worried at all about the lack of social media presence as it's expected for this vertical.