Thomson and Thomas Cook shine in social brand rankings

Thomson Holidays and Thomas Cook appear in fourth and fifth place in Headstream’s Annual Social Brands 100.

The ranking, which benchmarks brand engagement in social spaces, saw American Airlines come in second overall followed by Lufthansa in third position and Canadian low fares carrier WestJet in 18th place

EasyJet came 29th in the overall list followed by First Choice in 30th, Princess Cruises 50th, Heathrow 53rd, Delta Air Lines 54th, Butlins 87th and Kuoni in 95th.

More than 700 brands were included in this year’s research. Brand performance was measured on Facebook, Twitter and YouTube over a six-week period in the spring and a cross-section of participants was surveyed to identify trends in social media. 

Social brand agency Headstream said: “The research has found that brands are starting to make the most of social platforms for handling their customer care.

“In some industries customer service appears to be taking priority over engagement rates, suggesting more could be done to better connect with people and create long-term loyalty.”

Thomson and First Choice marketing director Jeremy Ellis said: “This result really speaks volumes in terms of our commitment to our customers and it’s great to get recognition for our brands too.

“When people engage with us across multiple platforms, we are ready to respond to their needs and wants. We put the customer at the heart of our business and by engaging them in conversations we hope to build on our relationships with them.”

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