The travel and hos­pi­tal­ity indus­try takes care of their cus­tomers, and it shows online. The Adobe Dig­i­tal Index team ana­lyzed 1.4 bil­lion social men­tions (data source: Adobe Social) from Face­book, Twit­ter, YouTube, Blogs, and Tum­blr, across 800 com­pa­nies, 6 major indus­tries, and 38 coun­tries, and found that aver­age social media sen­ti­ment score is the high­est for the Travel indus­try. Over the last year this indus­try gen­er­ated a higher pro­por­tion of pos­i­tive social buzz than the other indus­tries. In sec­ond place, the auto­mo­tive indus­try isn’t far behind, gen­er­at­ing a sim­i­lar por­tion of pos­i­tive social mentions.

Sen­ti­ment analy­sis allows Adobe cus­tomers to rank social men­tions from 1 [neg­a­tive] to 10 [pos­i­tive], with 5 being neu­tral in order to track the effec­tive­ness of their social mar­ket­ing efforts.

Average social sentiment by industry

Those cheery Brits

We’ve also found that social buzz in the UK and Canada aver­ages much higher in sen­ti­ment than that in the US or Aus­tralia. The UK has held a solid lead over the last year—on aver­age .25 sen­ti­ment points higher than the US, Canada, and Australia—reaching its high­est point at 5.75 in June of 2013.  What’s with those grouchy Amer­i­cans and Australians?

Average social sentiment in English speaking countries

Over­all, sen­ti­ment is up

Social sen­ti­ment for the United States is on the rise! Over the last year the aver­age sen­ti­ment has improved to 0.28 sen­ti­ment points above neu­tral. The low­est sen­ti­ment in 2012 occurred sur­pris­ingly in the sum­mer months. Kudos to those over­worked social media marketers—your hard work is pay­ing off!

 US trended social sentiment

Why does this matter?

As more and more con­sumers are choos­ing social net­works to inter­act with their favorite prod­ucts, brands, and com­pa­nies, it is becom­ing an increas­ingly impor­tant part of every busi­ness’ mar­ket­ing and cus­tomer sup­port. Social lis­ten­ing is an impor­tant tool mar­keters can use to mea­sure response to their mar­ket­ing cam­paigns, respond to trou­bled cus­tomers, and iden­tify and reach new poten­tial segments.

Com­pa­nies and brands have a lot to lose (or gain) from social as neg­a­tive social men­tions can have sig­nif­i­cant influ­ence in con­sumer pur­chas­ing behav­ior. Com­pa­nies in the travel indus­try espe­cially have an oppor­tu­nity to cre­ate pos­i­tive social buzz hav­ing so many social touch-points with their cus­tomers, includ­ing before, dur­ing, and after their trip or stay. By pro­vid­ing great expe­ri­ences for customers—even when prob­lems occur—they will be able to gen­er­ate more pos­i­tive buzz about their com­pany and service.

Social media gives every con­sumer a bull­horn to voice their opin­ion. For com­pa­nies in these indus­tries to stay com­pet­i­tive, they need to stay on top of social!

Learn more about Adobe Social here.