As 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:
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.
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.