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BizReport : Social Marketing : February 03, 2016

Thumbs down for media and entertainment industry engagement on social media

If there was a Hollywood-esque award ceremony for the industry that is best at engaging with their audiences on social media, the media and entertainment industry would not find itself giving thank you speeches at the podium, according to new data from Sprout Social.

by Helen Leggatt

More and more people are turning to social media to engage with brands and businesses. While in 2013 just 15% of people's social messages required a response, that has now risen to around 40%, says Social Sprout in their latest edition of the Sprout Social Index. That means that each brand receives around 800 more messages per quarter that need a response.

And yet, while 14% of social messages received a response in 2013, that figure has now dropped to below 11%, while the number of messages being received continues to rise - up from 1,790 in Q3 2013 to 2,742 in Q4 2015.

Brands in the media and entertainment industry, which includes journalists, DJs, sporting and movie personalities, receive far more fan messages than the average. Last quarter alone, the average social profile in the media and entertainment category received a staggering 9,052 messages. That's about 3 times as many messages as the next closest industry, nonprofits, which received just 3,105 messages in the same time period.

Yet media and entertainment outfits are ignoring their audience in a rather dramatic way. Messages go ignored 93% of the time yet they continue to pump out promotional messages.

"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."

Image via Shutterstock

Tags: engagement, research, social media, Sprout Social

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