Although companies are growing more comfortable with interacting with customers via Facebook, Twitter is actually the platform where the most customer care queries are happening right now, according to the latest report from Socialbankers, provider of social media analytics.
Socialbankers produces a quarterly report, called Socially Devoted, which examines how well companies are responding to requests made via Facebook and Twitter.
The report for the fourth quarter of 2013 shows the surprising emergence of Twitter as the platform of choice for customer care interactions. Approximately, 59 percent of all inbound customer requests via social channels are made via Twitter, as compared to 49 percent via Facebook.
“Twitter still pales in comparison in quality to Facebook’s better response rates and more comprehensive service,” wrote William Miller, Socialbankers campaign content specialist, in a company blog on the report. “So while [customer care on] Twitter has improved, there’s still room to do better.”
The report also found companies are getting faster at responding, specifically 12 percent faster to fan questions over Facebook and Twitter, as compared to the third quarter of 2013.
Interestingly, the airline industry holds the highest response rate on both Facebook and Twitter. Socialbankers reports the airlines respond to 76 percent of all in-bound questions on Facebook and 56 percent of those on Twitter.
The telecom industry receives the highest number of questions across both channels, with 426,451 questions over Facebook and 523,825 over Twitter during the third quarter.
The growth in the number of inquiries also shows customers are growing more and more comfortable using social media channels to interact with brands.
"It's clear that companies across the board—especially those in service-based industries—are investing more in real-time customer care," said Jan Rezab, CEO of Socialbakers. "Airline brands such as KLM are setting an example for other service-based industries to follow suit."