Study: Brand managers ignore 80 percent of complaints on Twitter

According to a recent report, U.S. companies’ social media pros are under the global average for responding to consumers’ questions and concerns on social media. 

Socialbakers reports that 80 percent of questions posed to United States companies are ignored. That’s a 20 percent higher rate than on Facebook, where brand managers are more likely to answer customers’ questions.

Socialbakers arrived at the number after studying 6.5 million tweets and 1.4 million Facebook posts across 50,000 brands. They used the data to break down response rates by country.

Egypt had the highest response rate on Twitter at 70 percent, while the U.S. lagged toward the bottom at just 18 percent. The U.S. also came in at the bottom for its response rate on Facebook, with 59 percent. The average response rate was 74 percent, with Denmark, Pakistan and Norway tied for the highest response rate of 93 percent.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.