Case Study: 1&1 Internet achieves 40% share of voice and scales social support for 14 million customers with Hootsuite

How 1&1 Internet serves 14 million customers on social media

1&1 Internet AG is a major German ISP serving more than 14 million customers across Europe and North America. Facing a surge of customer complaints and brand conversations on social media, the company needed a way to scale social engagement across departments and countries so it could respond in real time and turn negative interactions into constructive dialogue.

Working with Hootsuite Enterprise, 1&1 implemented a six-step program—listen, plan, train, implement, scale & secure, and measure—to centralise social operations and enable cross‑departmental collaboration. Within a year they achieved a 40% share of voice for their hosting business, increased social mentions by 35%, and lifted positive brand sentiment by 20%, while using real‑time monitoring and role-based permissions to manage and escalate customer issues globally.

1&1 Internet

Andreas Maurer

Head of Corporate PR, 1&1 Internet