Socially Devoted Q1 Analysis: Brands are Raising the Bar

After years of progress, the average brand on Facebook is increasingly offering an acceptable level of social customer care. Is your brand one of them?

Socially Devoted Q1 Analysis: Brands are Raising the Bar

Our latest Socially Devoted quarterly analysis on the state of social care, show some great improvement for social customer care on Facebook. In Q1 of 2014, we’ve witnessed an increase in people’s response time to brands’ questions on Facebook, and a sizeable increase (7%+) in brands’ overall response rate to people on Facebook. Like the famous Beatles song, “it’s getting better all the time”.

Along with this, the growth in questions asked by brands was only 1% from the previous quarter. The results show that supply is catching up with demand. We are coming to a point where most people know to bring their customer concerns on social and with this, brands are scaling their social customer care faster, putting more energy into it. This makes us very happy.

But the biggest news for Facebook is that the average response rate of Facebook brands this quarter now meets our basic criteria to be considered Socially Devoted. Back when we decided to set the standard for social care, we decided that ideally, at minimum, a brand should answer 65% of questions posted by inquiring Fans.

Along with this, Fans of brand Pages are not shy about their concerns. In fact, a full 25% of all user posts on Facebook brand Pages are questions. Brands (the smart ones, at least) now recognize the importance of social care. The story of the last two quarters was about the escalation of demand for social care, as brands struggled to keep up. But, this has slowed, with only a 1% growth of questions on Facebook. That’s compared to 6% growth of brand answers.

One of the key things from this analysis is that the average response rate of brands on Facebook this quarter meets our basic criteria to be considered “Socially Devoted”. Back when we set our standard for social care, we decided that ideally, at minimum, a brand should answer 65% of questions posted by inquiring people who Like a brands’ Page (or fans).

After 3 years of helping explain the importance of social care to brands, many brands are opening their walls and improving their ability to handle their fans’ demands, whether by using social analytic tools to chart the efficacy of their social care response teams, or by using content management platforms to handle questions in a streamlined manner.

If you have a brand with a prominent social presence, make sure you’re answering your fans’ questions! When we set our Socially Devoted standard for social customer care, it wasn’t just meant as a high bar for the best brands. Now, the 65% recommendation rate for brands to answer people’s questions is not just a recommendation, it’s more of an expectation to increase engagement among fans on Facebook.

Has your brand recently taken steps to improve its social customer care on Facebook? If so, how?

Social Media Analyst

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