Although Nike answered a higher percentage of questions, JetBlue clearly is leading in response time, with an impressive 13 minutes. With so many more followers, it may not be possible for the company to beat Nike's rate.
Socialbakers also looked at the most engaged industries on Twitter, again using percentage of questions answered as the metric.
Although an imperfect measure, response rate is better than looking at the number of followers, which had been the prevailing metric of engagement for some time. At least with this data, human intervention is considered.
- What, if anything, surprises you about the companies' and industries' level of "social devotion"?
- I say that response rate is an imperfect measure. Why do you think this is the case?
- What other metrics could be used to determine companies' success on Twitter?