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BizReport : Social Marketing : February 04, 2016

Report: Consumers want social connection, brands aren't offering it

When it comes to social marketing, the advice is to connect with consumers. Don't just have a profile, but respond to questions, complaints, or even an endorsement. According to one new report, media/entertainment brands are not following that advice.

by Kristina Knight

While Media and Entertainment brands are getting about three times the messages that average brands do, they are responding only 6% of the time. That is the takeaway from the new Sprout Social Index. The messages are primarily from fans. The research also found that while only 15% of social messages required a response in 2013, now about 40% require responses. On the business side of things, about 14% of them responded to social messages in 2013, but only about 10% are now responding to these messages - that is across the board, not simply in the Media/Entertainment category.

"The media and entertainment industries get away with this pathetic response rate because, unlike expectations with other industries, people don't necessarily expect a response from their favorite celebrities, TV shows or sports teams," said Scott Brandt, CMO of Sprout Social. "Rather than simply meeting those low expectations, the industry players and the many agencies that support them have an opportunity to raise their game, surprise their audiences and set themselves apart by actually participating in a two-way dialogue with people on social. In time, they'll be rewarded with deeper relationships across their already-loyal audiences"

Other interesting findings from the report include:

• Brands received an average of 1,790 messages in Q3 2013 vs. 2,742 in Q4 2015
• Brands with more followers are responding more to consumers that those with fewer followers

Image via Shutterstock

Tags: ecommerce, social commerce, social marketing, SproutSocial

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