Brands Ignore Customers' Social Questions Too Often

Share this content:

Eighty-eight percent of social messages to brands go unanswered for 72 hours.

Marketers ignore social to a fault.
Marketers ignore social to a fault.

Despite the obvious advantages of social media and customer experience, seven in eight social messages—about 88%—to brands go unanswered for 72 hours. In fact, many brands refuse to waver and eschew an extensive social communication strategy. This, of course, can lead to unhappy customers and a drop in loyalty.

The “2015 Sprout Social Index” report shows that the trend has allowed a few brands—including ones based in the Middle East and Europe—to gain a competitive advantage. The report—which analyzed brands across 15 industries—also shows that the number of social messages sent to brands increased by 21% in the first two quarters of 2015, though nearly 90% failed to elicit a response.

According to the report, brands have an imbalanced social strategy—consisting of four times as many posts as replies. The report says that, among the industries analyzed, retail and utilities brands are closing the gap between posts and replies, whereas media/entertainment and real estate struggle to find a balance.

Additional findings include:

  • The media/entertainment industry responds to roughly 1 in 12 messages—or about 8%—and sends nearly 8.5 times more posts than replies.
  • Utilities brands send 1.4 times more posts than replies.
  • Retail sends two times more posts than replies.
  • Real estate sends 11.7 times more posts than replies.
  • Brands in Asia receive more than 3X as many messages than brands in Europe, Africa and North America.
  • The Middle East has the best response rate—13.1 percent—while Europe has the fastest response time at 10.5 hours.
  • Response times have increased by 4%.
  • Response rates have decreased by 2.5%.

"Never before has a brand's responsibility to be responsive and engaged been so critical," said Justyn Howard, CEO of Sprout Social, in a recent release. "As open communication with brands shapes a new wave of interaction, the need for social teams to be active and authentic day in and day out matters more than ever. Our mission with The Sprout Social Index remains focused on analyzing social data to draw out trends and pinpoint actionable insights that will equip brands to create stronger, longer-lasting customer relationships."


Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above