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BizReport : Social Marketing : June 15, 2015

U.S. brands ignore 80% of consumer queries asked via Twitter

Yet more research points to poor response rates by brands on social media. The vast majority of queries made of brands via social media in the U.S. continue to go unanswered, according to new research from Socialbakers.

by Helen Leggatt

Brands attract considerable attention from social media audiences yet social media listening and response continues to disappoint consumers. Earlier this year, Brandwatch revealed that approximately 89% of consumers' comments on social media went unanswered or unacknowledged.

Earlier this month, research published by Northridge Group revealed that a third of consumers who attempted to make contact with a brand via social media never received a response.

Webhelps 'Connected Customers' report found that just 15% of the U.K.'s top companies bothered to respond to Tweets.

The latest research from Socialbakers continues in this vein. Their analysis of 6.5 million Tweets and 1.4 million Facebook posts that contained mention of one of 50,000 worldwide brands and that also included a question mark revealed that a whopping 80% of questions posed on Twitter went unanswered in the U.S.

Worldwide, response rates were better with a third of Tweets answered.

Consumers were found to be more likely to get a response to questions posted on Facebook where brands responded to 60%, albeit of a far smaller volume of queries.

Image via Shutterstock

Tags: brand management, research, social media

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