Travel and hospitality best for social media sentiment, Adobe finds, with UK beating US and Australia

By Ishbel Macleod | PR and social media consultant

July 25, 2013 | 2 min read

The travel and hospitality sector is best at taking care of its customers, with the highest average social media sentiment score, research from Adobe Digital Index has found.

The research discovered that between June 2012 and July 2013, the travel sector had a 5.37 social sentiment score, closely followed by the automotive industry at 5.36 and retail at 5.33.

Sentiment analysis allows Adobe customers to rank social mentions from one [negative] to 10 [positive], with 5 being neutral in order to track the effectiveness of their social marketing efforts.

In June, when people began setting off for their summer holidays, the travel and hospitality industry sentiment reached 5.75.

Adobe explained: “As more and more consumers are choosing social networks to interact with their favourite products, brands, and companies, it is becoming an increasingly important part of every business’ marketing and customer support. Social listening is an important tool marketers can use to measure response to their marketing campaigns, respond to troubled customers, and identify and reach new potential segments.

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“Companies and brands have a lot to lose (or gain) from social as negative social mentions can have significant influence in consumer purchasing behaviour. Companies in the travel industry especially have an opportunity to create positive social buzz having so many social touch-points with their customers, including before, during, and after their trip or stay. By providing great experiences for customers—even when problems occur—they will be able to generate more positive buzz about their company and service.”

The Adobe Digital Index team analysed 1.4 billion social mentions from Facebook, Twitter, Youtube, Blogs, and Tumblr, across 800 companies, 6 major industries, and 38 countries.

It was found that overall, the UK averages much higher in sentiment than that in the US or Australia, with a solid lead over the last year—on average .25 sentiment points higher than the US, Canada, and Australia.

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