Thrifty Car Rental got the top spot for the best social media performance on Facebook. Photo via Atomic Taco/Flickr.
Engagement Labs, a technology and data company, has released a list of the top U.S. car rental companies based on their social media performance on Facebook and Twitter.
According to the eValue data, the top 10 car rental companies on Facebook are: Thrifty Car Rental, Dollar Rent A Car, Alamo Rent A Car, National Car Rental, Hertz, Zipcar, Enterprise Rent-A-Car, Avis Car Rental, Budget Car Rental and car2go.
Twitter’s top 10 car rental companies included: Hertz, Avis Car Rental, Budget Car Rental, Enterprise Rent-A-Car, Alamo Rent A Car, Thrifty Car Rental, National Car Rental, Dollar Rent A Car, Zipcar and car2go.
“For service industries, like the car rental market, customers are more often turning to social media platforms like Facebook and Twitter for customer service issues and promotional deals,” said Bryan Segal, CEO of Engagement Labs. “These customer interactions via their social media channels provide an opportunity for car rental companies to forge stronger relationships with their customers, which will lead to increased brand loyalty and drive sales.”
Thrifty Car Rental ranked in the top position on Facebook according to its eValue score. Thrifty’s content strategy for its social media platform focuses on the adventures that can happen while on a road trip. Thrifty posts travel-themed photos to prompt engagement with its user base.
"Hertz took the top spot on Twitter based on their eValue score, due to an incredibly fast response time and overall response rate to their followers,” said Segal. “The company has a very active community management team that mentions, retweets and interacts with its large follower base (the highest among the group) and those talking about car rental and road trips. Hertz often tweets out offer codes, promotions and contests to their followers."
“The top ranking of Hertz and Thrifty illustrate the success of social media strategies when the experience of their customers is promoted rather than the product,” added Segal. Both companies were in tune with their follower base and developed a content plan to facilitate high levels of engagement.”