KLM has been crowned the best in the first travel social media benchmark by eDigitalResearch, topping the Facebook league table with over 4.5 million followers, 1.7 million more than any other travel brand.
The Travel Social Media Benchmark from eDigitalResearch measures the performance of travel brands across the most popular social media platforms, including Pinterest, Twitter and Google+, with KLM the only travel brand to appear in the top five for all three.
Derek Eccleston, commercial director at eDigitalResearch, said: “The great thing about Facebook, Twitter and other social media sites is that they transcend borders. They are a fantastic platform for brands with an international reach, or even those looking to expand their horizons a little, to engage with new audiences across the globe.
“However, if brands are serious about reaching out to large international audiences, as well as using platforms as a customer service tool, it is essential that their social media accounts are well maintained, including outside traditional office hours and at important weekend periods.”
Despite the fact that the airline industry is engaging with more social media users than any other travel sector, it was discovered that travel brands are failing to update their social media accounts on Saturdays and Sundays.