Twitter social customer care demand exceeds Facebook

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Airlines are flying high on social media. According to Socialbakers’ latest rankings, airline brands such as KLM are setting an example for other service-based industries in terms of response rate.

The airline industry has the highest response rate on both Facebook and Twitter responding to 76.4% of all in-bound questions on Facebook and 56.3% on Twitter. Not far behind airlines is the finance industry with 76.3% response rate on Facebook and 53.5% on Twitter.

Across all brands, the average response rate in Q4 2013 was 59.4% on Facebook and 40.6% on Twitter. The worst-performing industries were automotive (34.2% / 23.3%) and alcohol (32% / 23.2%).

Interestingly, while Twitter receives more ‘social care demand’ than Facebook – 59.3% relative number of questions versus 40.7% – brands respond more often on Facebook (59.4%) than Twitter (40.6%). Furthermore, retail brands respond more than e-commerce brands (64.2% vs. 58.8%).

socialbakers-logo.png“Consumer demand on Twitter pages is trending up overall, and has even surpassed the demand on Facebook,” writes Socialbakers Campaign Content Specialist, William Miller, on the company blog. “When a customer logs a complaint on social media, it’s increasingly likely that he or she will Tweet it to you, rather than post it on your Wall.”

For a summary of Socialbakers’ findings, check out their infographic.

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ABOUT THE AUTHOR

Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.