Which car companies have the best social media platforms that offer savings and support for customers?
Well thanks to a new study, savvy travelers like Clarissa Cervantes will be able to find out, USA TODAY reported.
"What I like about them is that they offer weekly coupons, and you can save 10 percent to 30 percent," said Cervantes, a photographer in Marina Del Rey, Calif.
Cervantes said she also likes entering contests. Alamo's Facebook page, for example, was offering a $5,000 grand prize last month in its Games 2 Go Sweepstakes.
A new report by Unmetric, a New York-based company that monitors more than 10,000 brands and analyzes their social-media performances, found the top rental car brands when it comes to social media. Unmetric monitored rental car brands' social-media pages and channels daily in May and June and ranked those of Hertz and Enterprise as No. 1.
Hertz has the best Twitter account and the best YouTube channel, while Enterprise has the best use of Facebook, according to Unmetric.
"It's interesting to find that the two largest rental-car companies in the world, Enterprise and Hertz, have found separate niches for building up their social-media presences," Unmetric CEO Lux Narayan told USA TODAY.
Unmetric measured each auto rental social-media page's success rate on more than 20 factors, including number of views, posts, likes, followers and comments. The factors were weighed and combined into a single benchmark score, USA TODAY reports.
On a zero to 100 scale, Hertz's use of Twitter received a 37, which is far ahead of runner-up Enterprise's score of 27. Dollar and Avis each scored a 17, the lowest of eight brands.
"The scores seem low in relation to the zero to 100 scale, but they do not signify that auto rental companies are doing a poor job with social media," Narayan said.
Hertz spokeswoman Paula Rivera called social media "a two-way communication platform" that has enabled the companies' three brands--Hertz, Dollar and Thrifty--"to engage and build relationships" with renters.
Social media is "a natural user platform" for customer service and addressing customer concerns, she told USA TODAY.
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