Though there are several opportunities for using social media as a customer service channel, but while customers are using social media to lodge complaints, the majority of them are not receiving an acknowledgement or response from the service or product provider they are complaining about/to.
Last year both Heineken and Carlsberg declared their intention to increase their marketing spend and so we thought it would be interesting to use analytics tool socialbakers to look at how both brands have fared in terms of their Facebook engagement strategy for the last quarter of this year (for the period 1st September – 13th December 2011).
Last week we held a senior executive round table event at Claridges and one of the topics of discussion was about the proposed European Union (EU) directive on data privacy and the potential impact of this on social media.
Having already looked at the Facebook engagement and content strategy of two large rival consumer brands (Unilever’s AXE v P&G’s Old Spice) we thought it would be interesting to use social analytics tool Socialbakers to look at the engagement levels for another two rival consumer giants – Coca-Cola and Pepsi.
Hotels, tour operators and travel providers looking to cash in on winter sun and summer breaks for 2012 would do well to pay attention to the effectiveness of their social media strategy and how social media is having an impact on how their customers choose holidays.