Telecoms, Airlines Earn Social Media Kudos with High Response Rates

For many marketers, social media means interacting with customers in a new world. Some industries seem to be catching on better than others. Those that do well on this platform can improve both customer loyalty and sales.

SocialBakers recently analyzed which industries are responding most actively to customers on Facebook. While this is just one social media platform, it is also the largest. Customers who don’t receive a satisfactory answer to a query they post on Facebook can rapidly transmit their dissatisfaction to other users. Marketers ignore these situations at their own peril.

On average, about 30% of social media comments are responded to by companies. Which industries are best? According to SocialBakers, telecom (60.4%), airlines (55.0%) and finance (46.4%) top the list. On the other end of the list, media companies appear to be the laggards with a lowly 4.9% response rate. Alcohol producers (5.2%) and automotive companies (17.0%) don’t fare much better.

There could be a number of reasons for the low response rates in some industries. But if a company wants to change the marketing game in an industry that doesn’t pay attention to social media, one strategy would be to start responding, quickly and in high rates, to fan comments, questions and concerns. Other companies may be holding back because they don’t want to engage in a negative exchange with a customer in the social media space. In those cases, the right strategy is to take the conversation to a private area, to email or even to an old-​fashioned phone call.

[Source: Kaye, Kate. Telecom Firms are Most Responsive on Facebook. Clickz​.com. 27 Jun. 2012. Web. 11 Jul. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.