Social media is about engaging consumers and starting a conversation with them—at least these buzzwords are what you hear from experts and enlightened brands.
Recent studies suggest this isn’t the reality.
Last week, PR Daily
told you about a study showing that most customer gripes on Twitter do not receive responses
. This week there’s a study from Socialbakers about Facebook, indicating that brands don
’t respond to 95 percent of questions posted on their walls.
That means they’re answering just 5 percent of questions.
“That’s the most arrogant thing a brand, especially a consumer brand, can do in social media,” Jan Rezab, CEO of Candytech and Socialbakers, explained in a post for Econsultancy
. “If you want to be social and enter social media, then be social and talk to your fans, have them ask questions, do customer care there if necessary.”
Among the industries Socialbakers studied, the airline and telecommunications industries were the most responsive—and even then they only responded to about 18 and 26 percent of questions, respectively.
Rezab said the response rate should be between 65 and 75 percent.
The industry with the lowest percentage of responses is that of the media.