New research suggests that only 48.1% of questions are answered by brands on social media.
Although there is significant progress to be made, the 48.1% figure will be encouraging to advocates of social customer service. Response rates were only 30% in Q2 of this year and as low as 5% in 2011, so this represents a rapid rise. Social media analytics company Socialbakers conducted the research and their CEO, Jan Rezab, suggests that if the trend continues we could reach “an almost ideal” 75% early next year.
As the infographic (below) demonstrates, some industries are already well on their way to reaching that figure. The three industries performing particularly well are airlines (69.1%), finance (65.7%) and telecoms (65.5%).
There are also some interesting stats at the lower end, with alcohol brands jumping from 5.2% to 30.8%.