Brands that harness social media favour Facebook

18th Dec 2015

Research conducted by social marketing analytics provider Socialbakers in the third quarter of 2015 has shed light on the sectors making best use of social media to interact with customers – and on which platforms are being used most effectively. 

Of all social platforms, Facebook is being harnessed best when it comes to handling customers’ questions and complaints, particularly by the retail and telecoms sectors. According to this survey, despite battling reputational damage as a result of recent data breaches, the telecoms sector came out on top, responding to 88.6% of questions posed by customers – and doing so in less than 12 hours. Its response time was more than twice as fast as the average corporate rate of 27.5 hours. 

The telecoms sector was also the best performer when it came to tweets. Finance was hot on its heels, followed by airlines and service-sector companies. The average response time across all sectors was also faster than on Facebook, at 10 hours 11 minutes. However, with an average industry-wide response rate of just 32.1%, the Socialbakers data shows that organisations in all sectors need to do more to exploit Twitter as a means of engaging with customers. 

The data builds on findings from the Institute of Customer Service’s Service goes social report, which shows that social media has become a key part of the omnichannel service environment. However, the Institute’s report suggests organisations should look to improve their communication on a range of online service channels, and not simply focus on one platform. To read more about our key findings, click here

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