So far in 2014, customers have already asked nearly 9 million questions on Facebook and Twitter combined*. More than ever, customers share their concerns on social, hoping their queries will be addressed immediately.
Our Q2 Socially Devoted numbers don’t lie, Fans want to interact with brands. The reality is this: the more focused on social customer care you become, the more interactions you will receive.
Although only 5% of brands on Facebook are Socially Devoted, they receive half of all questions – and they respond to more than 75% of them in less than 15 hours. There are more Socially Devoted brands on Twitter and a higher volume of questions are asked there, but, as with Facebook, the brands committed to social customer care on Twitter dominate in terms of demand. The 7% of global brands that are Socially Devoted on Twitter account for 63% of total responses.
How did we get there? Every quarter we examine the most Socially Devoted global brands across industries on Facebook and Twitter. We set the standard for what it means to be Socially Devoted – we firmly believe that brands should respond to at least 65% of questions posted by fans, and we want to recognize brands that are able to achieve this. Our insights give brands the ability to benchmark from those taking the lead with social customer care.
Customers will continue to turn to social to raise their voice until they are heard.
The volume of questions is growing, and our Q2 results indicate that only 18% of brands on Facebook with large pages (500,000+ Fans) achieved Socially Devoted status. On Twitter, just 2% of brands with 500,000+ Followers are Socially Devoted, whereas 8% of brands with medium size handles met our standard. Think about it this way: despite the fact that social media has become the dominant place customers want to be heard, 82% of the largest brands on Facebook and 98% on Twitter aren’t meeting the demand. More than 2 million questions were left unanswered on Facebook and Twitter combined.
Improving Social Customer Care will continue to gain momentum as the volume of questions grows. Brands can either stick their heads in the sand on these very public spaces – which is almost sure to harm their reputation – or they can interact with their customers and try to manage the social conversations happening around their brand.
How Socially Devoted are you? Check to see if your brand makes the cut here.
Stay tuned over the coming weeks for much more on social customer care and the latest Socially Devoted results.
Want to start taking control of the social conversation and join the Socially Devoted club? Check out Socialbakers Builder.
*Based on Socialbakers data for 50,000+ Facebook Pages and 12,000+ Twitter profiles.