Data from Socialbakers coupled with a new report by Simply Measured reveals gaps in brands’ efforts in customer service using Twitter specificly when answering questions posted to their Twitter profiles.
The Simply Measured report focuses on the world’s top 100 brands that use Twitter for customer service.
In Q4 of 2012, a mere 32% of questions posted to brands’ Twitter profiles were answered, on average. Whereas, SocialBakers reported that brands answered an approximately 55% of questions posed to their Facebook pages in Q4 of 2012.
Looking across various industries, Finance and airline industries tended to respond best to social media customer service questions using Facebook and Twitter.
The use of social media for customer service is a vital component of digital marketing. Response time is critical to improved and meaningful engagement when using the channel for customer service.
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