Since the last quarter of the previous year businesses have become more active at responding to user questions on social media channels. A new Socially Devoted report released Tuesday by Prague-based Socialbakers, the findings suggest that United States (U.S) brands on Facebook have improved their responsiveness rate compared to the previous quarter.
The first Socially Devoted quarterly report for 2013 results showed brands answered 60 of questions posted on their pages by fans. This correlates with another fascinating finding since the volume of questions asked by users also increased 30 percent. In other words, as users turn to Facebook pages brands are recognizing the importance of this social media channel.
“It’s been great to see U.S. brands improve in this respect, using social media more aggressively as a customer service tool. That said, American brands still have a lot of work to do as compared to worldwide brands like KLM. As we continue to measure social media responsiveness, the good news is that we are seeing new brands recognize the potential impact of social engagement on their business,” says Jan Rezab, CEO of Socialbakers.
The Socially Devoted term is a benchmark that is used to define the ability of market leader or a brand to actively respond to questions. This includes the obligation to respond in a timely manner. Socialbakers implemented the industry standard in June 2012 as a way to measure accurately the response rate of brands in the U.S and around the world.
According to the press release, T-mobile, Dish and Boost were the top performing brands. These three newcomers have set the bar high in this quarter. In addition, U.S brands have managed to answer 51 percent of questions, but they do trail global brands like KLM. It turns out the response rate is at 65 percent outside the U.S, so this means American named brands have plenty of work to do to catch up.
You can view more detailed analysis about the Socially Devoted rankings by clicking here. Also click here to find out more industry reports.