socialbakers-inforgraphic

Telecom Firms Are Most Responsive on Facebook

  |  June 27, 2012   |  Comments

Study says alcohol brands are among the least responsive to consumer wall posts on Facebook.

People may have strong connections to car and booze brands, but the extent to which those brands interact with consumers on Facebook may not reflect that. Data from social media measurement firm SocialBakers indicates that telecom, airline, and finance firms have much higher social media response rates than electronics, automotive, and alcohol brands.

Telecom companies such as mobile carriers had a 60 percent response rate, according to SocialBakers. The metric gauges the percentage of user wall posts on brand pages that get responses from the brand. The firm measured 10,000 public Facebook brand pages across the globe between March 1 and March 30, 2012.

Airlines had a 55 percent response rate, and finance companies (think large regional banks) had a 46 percent response rate, according to SocialBakers.

Facebook is often used by companies in these industries as a customer relations platform. For instance, Personal Argentina - a broadband and mobile services firm which had the top response rate in all sectors as well as among telecoms, appears to receive questions from customers about their service every few minutes posted on their Facebook page. And, the firm seems to respond right away to wall posts.

An unhappy customer today complained in a wall post that she was experiencing problems with her Personal Argentina Internet connection. About 20 minutes later a company rep responded in a comment on the post. According to SocialBakers, the telco has an 89 percent response rate to Facebook wall posts.

The measurement firm said that companies respond to 30 percent of social media "fan" feedback on average.

Prolific CRM response rates aren't always related to angry consumer complaints, however. In the case of online German fashion retailer stylefruits, some likers of the brand are interested in learning more about products. Dannie Forster, a customer planning to attend a wedding asked in a wall post today about accessories that would go well with a royal blue sundress for sale on stylefruits. About a half hour later, a representative wrote back, linking to several products that could create a bright summery ensemble, including a pair of strappy persimmon colored sandals.

Overall, fashion brands studied by SocialBakers got a 41.5 percent score on the Facebook response meter. Stylefruits came it at number 1 with an 88 percent response rate.

Far less responsive were car companies, alcohol brands, and media brands, according to the study. Overall, auto brands had a 17 percent response rate, while alcohol and media brands had around a 5 percent response.

Brahma Vasco beer is the least responsive brand measured by SocialBakers among all companies observed. The Brazilian brew's response rate is a paltry 0.1 percent. Brahma has more than 14,000 unanswered questions posted to its Facebook wall, according to the measurement firm.

socialbakers-inforgraphic

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...