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BizReport : Social Marketing : February 04, 2015

Many customer queries on social media remain unanswered

Despite more social media user questions being answered on Facebook, more than half of those posed on Pages are being left unanswered, according to new research from social analytics firm Quintly.

by Helen Leggatt

Previous research has found that social media is becoming a go-to channel for customers wanting to communicate with businesses. According to a Webhelp survey last year, two in five customers use multiple channels to resolve a single query but many businesses fail to adequately monitor and respond to queries left on social media. Webhelps 'Connected Customers' report found that just 15% of the U.K.'s top companies bothered to respond to Tweets from customers and 64% took more than one hour to respond.

Another study, this time from Eptica but also conducted in the U.K, also uncovered the ineffective use of social media as a customer engagement channel. Their 'Multichannel Customer Experience Study' found that email was the best-performing channel with nearly two-thirds of questions addressed (63%) but just 33% of queries left on Twitter were answered effectively.

New research, this time from social analytics provider Quintly, reveals an average social media response rate of 45.5% on Facebook, with response rate defined as the number of questions answered on social media within 14 days. A similar study last May by Quintly found an average response rate of 42.4% and back in 2013 average response rate was 36.6%. While there is an obvious trend upwards, does a response rate of under 50% really make Facebook a viable customer engagement tool?

Image via Shutterstock


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