The Social Media Family consultancy has published a report which examines how different utilities in Spain interact with their customers in social networks and online communication. It also shows that only 0.5% of households follow their company through Facebook or Twitter. Som Energia, Hola Luz and Endesa account for 65% of fans.
The report of The Social Media Family, “The Electricity trading companies of the free market in social networks and their customer service”, includes all Spain’s electricity traders, except those accounts that have not reached 100 fans on Facebook and 100 Twitter followers at the time of the study or those traders operating exclusively in local markets.
If the report by IAB (Interactive Advertising Bureau) on social networks in Spain claimed that 11% of users said to follow companies in social media for customer service and if the latest FACUA’s ranking on the sectors that most claims reported had the energy sector on the podium, it is not explained how no actions are taken by the companies involved to improve their customer service.
Among the key findings of the report, the consultant was surprised that companies like EDP lack of social media accounts for Spain, and that the sum of the fans and followers of the accounts that offer customer service or where appropriate, the general account of such companies , only totals about 130,000 users across the energy sector.
On a positive note, most companies link to social media accounts from their website which shows that the sector is aware of the power of social networks to disseminate corporate information.
Utilities in Facebook
Interestingly, among the top three accounts analyzed (Som Energia, Hola Luz and Endesa) they account for 65% of total fans and only one company, Gas Natural Fenosa, has a dedicated account for the customer service on Facebook . Customer and user questions management is only offered by Hola Luz, Gas Natural Fenosa and E.On.
Of the remainder, the data are far from satisfactory, because out of the 17 companies analyzed, only 5 of them break through the barrier of 5,000 fans at the main social network.
According to the study, Som Energia is the most active utility in social networks. It has the Facebook account with the highest number of users among those analyzed in the study (28,000 fans), but has the advantage of being the general account. The company recorded 1.2 publications daily, of which 97% were links and 3% videos during the period analyzed, while the report criticizes that the company does not interact with its fans.
In the case of Endesa in Facebook, the account is among the top 3 of the companies analyzed in this study with 19,403 fans, but this is the general account. The company has a high activity, as it releases 2.5 daily publications that are constituted by 85% of images, 7.3% of links and another 7.3% of videos.
And although not in reason of its number of fans the consultant gives the positive point to the App installed by Gas Natural Fenosa that channels complaints from customers.
And what about Twitter?
Almost 60% of the users under the study are distributed among Iberdrola Clients (37,644 followers) and Som Energia (19,917 followers. Furthermore they are also the only ones that reach the barrier of 10,000 followers.
Their publication rate stands at 30.6 tweets per day, most of which are responses to customers, but they also publish corporate information and advice. It registers an average of 0.4 RT per tweet posted and 0.3 favorites, and the average response time is between seven minutes and two days, as the company does not cover customer service on Twitter over the weekend. So the end result is almost 4 hours.