Airlines & Telecom Companies Are Best At Facebook Page Customer Service

customer-service-bellCompanies in the telecom and airline industries are tops when it comes to providing customer service on Facebook. That’s the conclusion of a recent study by the social analytics company Social Bakers.

At the company level, KLM Airlines, T-Mobile and Sony Mobile were the most active brands in responding to customers and prospects on Facebook.

Social Bakers analyzed Facebook brand pages — the ones that allow Facebook users to post — to see what companies respond most often to public posts from regular Facebook users. Between March 1st and May 30th of this year, telecom companies replied to 60.4 percent of user posts and airlines replied to 55 percent. Those are the only two industries studied that responded to more than half of the public posts on their Facebook pages.


The response rates were markedly better for the top brands that Social Bakers studied. KLM Airlines topped the list with more than 2,800 replies and a 94 percent response rate. T-Mobile and Sony Mobile were the only other companies with more than 2,000 replies; Sony’s response rate was much lower than both KLM and T-Mobile, but was still well above the airline industry standard.


Customer service is an important part of social media marketing for businesses of all sizes. Some find it challenging to be active contributors on social media — finding, curating and sharing valuable content — but the simple act of listening can have great value.

There was a study done last year that focused on customer service via Twitter. It involved more than 1,300 U.S. adults that had complained about a company on Twitter, and only 29 percent said they ever get a reply. But of the group that got a reply, more than 83 percent “liked” or “loved” being contacted by a customer service rep.

More recently, Conversocial published data that also speaks to the importance of providing customer service via social media. In its study, 88 percent of consumers said they’re less likely to buy from companies that ignore complaints on Facebook.

For more on the Social Bakers data, see their recently launched Socially Devoted website.

Related Topics: Channel: Strategy | Facebook | Facebook: Pages | Features & Analysis | Social Media Marketing | Statistics: Social Media | Top News


About The Author: is Editor-In-Chief of Marketing Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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  • Amber King

    It is good that businesses are taking initiative to extend their customer service to social networks. Consumers these days are online everyday and what they share can be seen and spread in an instant. As business, we should be on alert on this.

  • Ram Krishna Shukla

    Companies are using Social Media platforms as a Sales and awareness support and building there brands…. moderation & engagement are still the major challenges towards SMPs…

  • Jahid Hasan

     Thanks for your kind information.

  • RajaAdwords

    Yes, social media like facebook is so powerful as a bridge forward to success business and facebook got a credit from his fans and now very popular in the world.

  • gerri50

    Air New Zealand is doing an amazing job with their social media efforts and I feel they should have been included in the study

  • klmsucks

    being active does not mean that the service is any good. If the social media team does anything via their Flying  Blue then service still sucks

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