Socially Devoted is an industry standard that measures brands’ interactions with their fans. Since April of 2012 we have been using this new global benchmark for brands based on the number of questions responded to and the time taken to respond.
When we launched this standard nine months ago, we were shocked to discover
that 70% of questions on Facebook were not responded to. So we issued a challenge to brands – start talking to your fans!
We are thrilled that there has been a great increase in response rates throughout Q4. The UK has found itself ranked slightly higher than the rest of the world, responding to 45% of enquiries in Q2, and by Q3 had risen to 52%. The most recent results, in Q4, have shown that UK brands now respond on average to 55% of questions from their fans!
Visit our Socially Devoted page to see the rankings of worldwide brands and results for Twitter (NEW!!)
So, who were the best performers amongst those who have UK Facebook pages and who were the worst in our Q4 results?
These are the brands that understand the importance of social media two-way communication. They ensure that they have adequate teams to deal with their enquiries and post back as quickly as possible.
Not responding to your fans online is like slamming the phone down on them. We remain surprised by the number of brands that refuse to acknowledge their fans and potential customers on social media, not to mention brands that still choose to lock their Facebook walls and ignore their customers completely! Do you really want to buy food from a brand that won’t even talk to you?”
Keep an eye on our blog, we’ll be releasing more interesting statistics over the next few weeks!
Update: This blog post was previously called “The Best and Worst of UK Brands on Facebook” but we realized the headline didn´t give justice to the main message we wanted to send. This article evaluates the social customer service of brands on Facebook.
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