Socialbakers has discovered that 59 per cent of all inbound customer requests through social channels are made via Twitter, but Facebook queries still maintain a higher response rate.
The research from Socialbakers Q4 2013 Socially Devoted report discovered that the airline industry has the highest response rate on both Facebook and Twitter; responding to 76 per cent of all in-bound questions on Facebook and 56 per cent of those on Twitter.
This follows eDigitalResearch naming airline KLM as top for social media in the travel sector.
“It’s clear that companies across the board—especially those in service-based industries—are investing more in real-time customer care,” said Jan Rezab, CEO of Socialbakers. “Airline brands such as KLM are setting an example for other service-based industries to follow suit.”
The Telecom industry receives the highest number of questions across both channels, with 426,451 questions over Facebook and 523,825 over Twitter during Q3.
Overall, it was discovered that brands responded to questions over Facebook and Twitter 12 per cent faster to fan questions in Q4 compared to Q3 2013.