Australian consumers are more critical of companies on Facebook than on Twitter, according to new data from customer service comparison site ServiceRage.
ServiceRage tracks customer feedback, via social media, to 66 Australian banks, general insurers, energy companies and health insurers. Last week, ServiceRage added public posts to the companies’ Facebook pages to its long-term analysis of consumer tweets.
The Twitter feedback is 25 per cent positive and 75 per cent negative. The feedback on Facebook is significantly more negative – 15 per cent positive and 85 per cent negative.
ServiceRage founder Matt Travers said the pattern may reflect the nature of the two social networks.
“The 140 character limit on Twitter works well for a quick thank-you to acknowledge good service,” he said
“Complaints are often more complicated and difficult to communicate in a Tweet.”
“Facebook posts don’t have the character limit, so consumers are able to explain their issues in detail.”
“Twitter feedback tends to be very causal and immediate. Whereas Facebook posts are often more considered and formal – sometimes like a traditional letter of complaint.”
“So it’s likely that consumers who use both Twitter and Facebook are choosing the medium to suit their message. Facebook attracts more complaints and Twitter more compliments.”
ServiceRage has monitored customer feedback via Twitter since July 2012 and the analysis includes 45,724 tweets. ServiceRage launched its Facebook coverage last week and the analysis includes 1,680 Facebook posts
ServiceRage helps Australians find companies with good customer service by comparing feedback on social media. It classifies comments as positive, negative or neutral, using a combination of computer algorithms, editorial assessment and user feedback.
Companies are ranked according to their split of positive to negative comments. Comments are considered neutral if they do not express an opinion on the company’s products and services.
Mr Travers said the inclusion of Facebook posts gave ServiceRage a more comprehensive view of how companies compare for customer happiness.
“With 11.5m Australian users, Facebook is the most popular social network, so it gives us a broader and more balanced perspective on what real customers think of their service providers,” he said.