Wow, here’s an eye-opening study by eConsultancy, which looked at the response rate across different industries to questions posed on their company Facebook pages:
Ouch. Media companies respond about 1% of the time, while the Telecom industry — the best in the study — answers just north of 25% of the questions. “If you want to be social and enter social media, then be social and talk to your fans, have them ask questions, do customer care there if necessary,” writes eConsultancy.
As you can see by the graph, there appears to be a positive correlation between volume (the proxy here is “page size”) and response rate, and media companies typically have a high volume of questions. It would be interesting to know what constitutes a question on a media organization’s page as compared to a customer service question to an airline (which raises the question, aren’t they both customers anyways?) But I think it’s safe to say that many of us are guilty of not using Facebook and Twitter to its fullest potential as a listening device to deepen relationships with our customers. (Via RRW)