The Most Engaging Industries on Facebook and What to Learn from Them

The Most Engaging Industries on Facebook and What to Learn From ThemAs consumers in social media, we rarely go look for information on company websites. Rather, we go to a brand’s Facebook page, since it’s much easier for us to communicate with companies where we are already spending so much of our time online.

When visiting a company’s brand page on Facebook to search for help, we can’t always be 100% sure that we actually get an answer to the question we post. But maybe there are in fact certain industries where we can be sure to always get an answer?

According to a recent study carried out by Socialbakers, a global social media and digital analytics company, the leading industry in terms of response rate on Facebook is the telecommunications industry.

The most socially devoted industry next after telecommunications is airlines followed by finance, retail and fashion. These top five industries are all positioned at more than a 40% response rate. This is also illustrated in the infographic below, which places them significantly higher than the industries on the rest of the list:

The Most Engaging Industries on Facebook and What to Learn From Them

Having identified the industries with the highest response rate on their Facebook pages, Socialbakers broke down the industries into specific companies to highlight the leading ones within each industry. In the following, I will therefore take a look at a couple of them to see how they successfully manage to run a community on Facebook and what other brands can learn from them and be inspired by.

The phone company called Claro runs off with the title as the most responsive company within the survey with an impressive 96.99% in response rate. Looking at their Facebook page, it’s evident that there’s a good reason for this. The company is extremely fast in getting back to customer questions and comments. The company’s communication seems friendly and their dialogue with fans and customers is more “chat-like” because of the fast responsiveness. Despite the load of questions and comments the company receives on the page each day, it appears that they manage to keep up with it.

Claro has understood how important it is to be present where their customers are with a team that manages to take on the responsibility. Furthermore, the high engagement and great customer service is part of spreading the word that the company is listening and being helpful, establishing a good image to the target group.

KLM Airlines
Within the airlines industry, the Facebook page of KLM Royal Dutch Airlines is the one with the highest response rate of 94.14%. Taking a look at the page, it’s easy to see that they are definitely doing an effort! The page has 1,669,757 likers and when scrolling down the Timeline, you’ll see that all fan questions have received a kind answer from the company within a short period of time.

The out-bound content posted by KLM Airlines is also well thought through, as it focuses on conversational touch points to engage fans in the community (and thereby there is a possibility of spreading content to their friends). An app on the page called ‘Bright ideas’ also shows how fans and customers’ opinions and ideas are helping the company improve their products and services. Compared to the phone company Claro, KLM is only placed a bit lower in terms of response rate, but the content posted by the company seems somewhat more unique and consistent. The content is visually engaging and the company shows understanding of how to connect with people on more than a product level. I definitely think the page is worth a visit!

If you know of other good cases to get inspiration from, please share them with us here.

Get Ready for the Bots – on Facebook Messenger

2Facebook Messenger was released 5 years ago and now has over 900 million users. Originally receiving a flood of negativity towards a standalone messaging app, compared to one simple Facebook app, users seem to be warming to it. The decision to make it standalone does make a lot of sense, since messaging is a big part of people’s lives nowadays and Facebook even bought the domain to launch a version for web browsers last year. Their 900 million users will more than likely be merged with Whatsapp’s 1 billion users, which means that Facebook will have the personal phone number of every single user – sounds like $19 billion well spent.


Open for Business

So that’s humans covered. Where to go next? Facebook is now venturing into their next Messenger-based project: bots. If you haven’t been keeping up, Facebook launched Messenger Platform last month, which holds within it, chatterbots. Luckily, these bots are not machine learning bots, such as the disaster that was Microsoft’s Tay. They do have some humorous replies if provoked but they ultimately steer the conversation back to the subject they’re designed to cater for. Thanks to their highly advanced Send/Receive API, these bots are able to reply with actual structured messages, including links, images, hotel reservations, the weather etc. You may immediately compare this to Apple Siri, Microsoft Cortana, Google Now and Amazon Echo, but what sets bots on Messenger apart is the fact that businesses can develop them, which in turn gives them another way to develop customer service. Simply put, bots could end up changing the world by replacing humans in such job sectors. Without the bespoke customer service integration that Messenger bots provide, the above voice-activated services will most likely not be able to solve business-related queries themselves. Having said that, the way bots behave is very reminiscent of the way Siri does. Maybe they’ll talk to each other one day and we’ll get the best of both.


Customer Service and Added Value

So how can these bots work for brands? Well, eventually, every major company in the world will have an account, which will be a first port of call when contacting their company. The reason this is almost definite is due to Facebook’s already-mammoth-sized network of users. It doesn’t get any bigger than Facebook when advertising to individual people, so connecting Messenger bots (as customer sales reps, for example) is extremely attractive. Messenger codes, one of many things taken from Snapchat, will also make it easier for businesses to connect with their customers. One industry example is how bots will almost certainly change how banking works for the consumer, replacing an app or web-based system with a dialogue with a machine that is able to understand your every need. The option to send money within Messenger itself is highly likely too, like Snapchat allows. This could also eliminate the hassle of speaking to a bank’s voice recognition system when calling by telephone – no more time (and money) wasted by the dreaded “I didn’t catch that. Please try again.” These voice recognition systems are essentially bots done badly, but they’re based on voice, which is a lot more difficult to translate into zeros and ones. Plus, you cannot autocorrect your voice (yet). I can see this whole system being replaced by bots – it could even connect you to a human advisor with ease, as you’re most likely already using your phone. Even if you’re using the desktop version or Facebook Chat, I’m sure they’ll figure something out. Besides banks, what other markets will benefit from this? Restaurants, travel and possibly supermarkets with online shopping services are big industries for it to thrive. The healthcare industry could also be a large portion – Healthtap have already created their bot, which isn’t surprising considering one of the first ever chatterbots was called DOCTOR and simulated a psychotherapist. In fact, the potential amount of markets are endless for this stream of interaction – just like it is with human customer service.


At the end of the day, customers are moving towards messaging as their preferred choice of customer service. And as generations progress, it will no doubt become the standard – a phone call will most likely be reserved for long, meaningful conversations with friends and family, which in turn will add even more meaning to them. The phone call will no longer be taken for granted, but talking to robots will be.