Study: 70 percent of Facebook fans are ignored by brands

And 25 percent close their walls to comments. Find out which brands and industries buck this trend and earn the title of ‘socially devoted.’

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Likewise, fans of the cosmetic brand Urban Decay slammed the company on its Facebook page.

Facebook, as social media managers know intimately, is a pubic sounding board for grievances. An event can trigger a run on a Facebook page, in which angry customers cover a brand’s wall with vitriolic comments. Some companies climb into their shells, others go with the nuclear option and turn off comments on their page; the smart companies respond—and they’re guided by a social media policy.

According to a new study by Socialbakers, brands in the telecommunications industry are the most savvy at responding to customers on Facebook. Socialbakers, a social media analytics firm, determined the most “socially devoted” industries and companies—in other words, the ones that respond well to customer complaints on Facebook.

Telecom and airline companies were Nos. 1 and 2 on the list of brands.

“Socially Devoted companies communicate openly, actively respond to fans and make sure customers receive a quick answer to feedback or questions,” Socialbakers CEO Jan Rezab said in a press release.

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