Brands Disappointed Fans in Q4 with Poor Social Customer Care

Social care demand rose in Q4 by the most significant margin of the year; but overwhelmingly, brands responded less frequently and more slowly than they did in Q3.

As a customer, the best industry for getting your questions on social answered quickly and often is telecom. On Facebook, there’s a 33% chance that the brand that customer is reaching out to is Socially Devoted, meaning that they answer at least 65% of questions that come in to them. On Twitter, that number is 14%. No other industry comes close to telecoms on either platform – and that’s a problem.

Keeping customer service strong aids many key aspects of business development: brand affinity and loyalty, positive social word-of-mouth, and most importantly – interactions. Socially Devoted brands get more than 3 times the interactions of their non-Socially Devoted counterparts. Customer service is a social marketer’s responsibility, but too few brands are living by that.


The industries Fans asked more of in Q4 didn’t respond in kind, with some even experiencing a worse Question Response Rate (QRR) than when they were asked fewer questions.



But there’s value to being Socially Devoted that these brands are leaving on the table.


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Socially Devoted brands got 3.4× the interactions of non-Socially Devoted brands in Q4. Socially Devoted brands got 3.4× the interactions of non-Socially Devoted brands in Q4.



So brands that answer their Fans’ questions get more social interactions, and that means more opportunities for site conversions. Here are the brands that have figured that crucial aspect of social marketing out, and are taking advantage:




Though these brands come from all over, there are certain places where customers can expect the best care on Facebook. Germany is by far the best place in the world to expect responsive customer care, as it takes the top spot for both Facebook and Twitter. Behind it in different orders on each network are Brazil, Indonesia, the UK, Netherlands, and France. But some countries, like Pakistan (91% Facebook QRR), have an excellent rate, but relatively few incoming questions to engage with. So this quarter, we looked at customer care per capita – take a look.



Not that countries determine care – individual brands have to value their customers enough to answer them on any and all channels. And even among the best performers, QRR on Twitter is too low – the benchmark stands at a weak 28%. The sad fact we keep running into this quarter is that the customers are speaking via increased demand, but they’re not hearing nearly enough back from the brands they’re talking to.


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