Airlines top for engagement with 79% response rate

Brands improved their response rate by 143 per cent on Facebook over the past year, research from Socialbakers has found; with the response rate from the alcohol sector growing from 4.9 per cent to 38.2 per cent.

Airlines topped the poll by answering 79.1 per cent of questions put to them on Facebook; followed by finance who answers 77.7 per cent. Automotive came last, answering only 37.8 per cent of questions.

Socialbakers said: “We want to give a round of applause to the top 10 most Socially Devoted brands. KLM takes first place, followed by Claro and Movistar. The telecom industry dominates the top 10 ranking, with brands Claro, Movistar, Personal Argentina, Telstra 24×7, Orange, and TIM. It’s exciting to see that an industry that is subject to receive numerous customer questions rose to the occasion, providing great social customer care.

“Of course, social media customer care is an important element, but not the only part of how to be successful in social marketing – that’s also about great reach (including paid reach), great content, and creating a strategy that generally works. The more efforts companies make towards their fans directly though, the more successful other parts of the strategy will be.”

KLM, which has almost four million Facebook fans, answered over 11,000 questions, with a 97.1 per cent response rate. Its average response time was 45 minutes.

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