Telecom Industry in the US and Canada Has Room for Improvement in Social Media

Published by Engagement Labs on January 27, 2015

Engagement Labs Ranks Top Ten Telecom Companies By Social Media Performance

TORONTO, Ontario – January 27, 2015– Engagement Labs, creator of the eValue™ score, today released the Top 10 Telecom companies using social media in the United States and Canada. The Telecom industry as a whole performed the lowest of all industries indexed within the eValue tool, painting a picture of an industry with a great opportunity to drive increased affinity, loyalty, and custom interactions to differentiate themselves in a highly competitive marketplace.

According to the eValue data, whose three key metrics are Engagement, Impact and Responsiveness the Top 10 Telecom companies in each country are as follows:

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The American and Canadian lists post average eValue scores of 58 and 38 respectively out of a potential 100 score.

AT&T U-verse in the US and SHAW in Canada were exceptions, both achieving eValue scores over 70. AT&T U-verse publishes highly relevant content on social channels, touching on the worlds of Sports, Entertainment and News. They focus on publishing timely, engaging content, and staying on top of trending information relevant to their community. SHAW has taken a slightly different approach, focusing on hosting fun contests related to popular TV shows and leveraging their delivery robot mascots “Bit” and “Bud,” which have developed a strong following.

“Both SHAW and AT&T U-verse have social content strategies designed to resonate with their audiences.  Focusing on trends works well for companies with broad and diverse audiences, while the use of creative and unique mascots that people connect with help the brand to stand out on social media sites,” said Eli Singer, CMO of Engagement Labs.

On average, Engagement and Impact scores were low across this industry.  Most brands are pursuing branded- and marketing-centric content that simply does not perform well in a community space without heavy media support.  Responsiveness scores, measuring reactivity and quality of conversations with customers, were similarly low.  These low scores represent missed opportunities industry-wide to further engage directly with customers and build quality relationships.

“The data shows that Telecom companies have a significant opening to generate potent opportunities through social to further monetize their assets and drive higher ARPU.  Given the massive explosion of social through connected devices, these metrics demonstrate a clear opportunity that should not be ignored.” said Bryan Segal, CEO of Engagement Labs.

The list ranks the top Telecom companies in social media based on the findings of the eValue™ scoring tool.  eValue is the global benchmark for social media scoring, leveraging more than 300 conventional social media metrics to provide a single comprehensive and benchmarked score for marketers, advertisers and broadcasters across the globe. The tool’s three key metrics are Engagement, Impact and Responsiveness.

 
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About Engagement Labs

Engagement Labs’ patented eValue™ Score is the Global Standard for Social Scoring. eValue Analytics Pro, an enterprise-grade social media analytics platform, scores brands between 1-100. eValue measures brands’ social media and digital marketing efforts. It’s composed of a series of metrics and KPIs, among them: Engagement, Responsiveness and Impact, benchmarked against 75,000+ handpicked and verified brands.

Engagement Labs (TSX VENTURE:EL) offers intelligent social data, analytics and insights for organizations that are actively engaging on social networks. Offered as a SaaS or through an API, the eValue™ analytics platform allows brands to measure and maximize the effectiveness of their social media marketing campaigns, as well as measure that of their competitors across major social networks Facebook, Twitter and YouTube. Engagement Labs maintains offices in Montreal, Toronto and Paris. www.engagementlabs.com / www.eValueanalytics.com

For media inquiries please contact:

Eli Singer
CMO + CSO
(416) 566 2322
eli.singer@engagementlabs.com

Sasha Bricel
Account Executive
(647) 981 7397
sasha.bricel@engagementlabs.com