You Are What You Eat: Optimizing Content ConsumptionQuality? Or Quantity? Content Marketing Struggles with the Right Path Forward3 Ways to Take Brand Advocacy to the Next Level with User-Generated Content5 Reasons Why Your Content Marketing Isn't Working
Let's Measure Social Media ROI in a Way That Isn't StupidTo Grow Your Social Marketing Budget, Determining ROI Is a Critical Job SkillWe Need to Rethink Our Definition of Engagement
- Content Marketing
Technology & Data
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career GrowthSandy Carter's 6 Social Business Lessons to Learn from Candy Crush5 Tips for Creating a Company Culture that Connects with Your Sweet Spot ClientsWhy Leadership Should Be a Collaborative Exercise
8 Internet User Statistics Every Small Business Should Know AboutCan't Find Time for Social Media? This Approach Will Help6 Ways to Turn Your Small Business into a Media Hub
- Social Organization
Beyond Engagement: Why Advocacy Is Always About the PeopleFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How Socially Engaged Is Your Brand? [INFOGRAPHIC]
Posted on February 8th 2014
Social media has changed how people and brands communicate with each other, creating expectations and new speed levels of interaction. A recent report by Sprout Social sheds some interesting light on how customer care and engagement have become intertwined in this new social reality brands must embrace.
TWITTER AND FACEBOOK LEAD THE PACK
Facebook is still the social king, yet it’s interesting to note how Twitter has been continuing its growth. In the past year alone, Facebook grew its user base by 7% while Twitter grew by 44%, for a combined growth of over 20%!
And while it’s interesting to note this combined network growth, what’s even more telling is the evolution of brand-to-consumer activity within these networks. In fact, the Index shows a 175% increase in messages sent to brands on Twitter and Facebook requiring a response or attention. This user engagement growth is nine times that of Facebook and Twitter networks combined!
“User engagement is growing 9x as fast as Twitter and Facebook combined”
BRAND ENGAGEMENT AND RESPONSIVENESS
The report continues with industry comparisons in terms of brand engagement and responsiveness, as well as how consumers behave on various social channels. Where it becomes truly fascinating is when looking at how various industries vary in their response times and rates. Fascinating and shocking, really.
Taking a look at Travel & Hospitality for example, one might argue that 11.6 hours on average is a satisfying response time. The folks at KLM airlines would beg to differ, specially since they’ve implemented a response timer directly on their Twitter account. Or one might recall the stat taken from Social Habit study in the Fall of 2012 whereby 42% of social media users expect an answer within an hour!
But the real kicker can be found in the results of the right column, showcasing response rates, which average 17.6% across all industries (or 19% if looking specifically at Travel & Hospitality). Let’s look at this differently: that’s like saying 4 out of every 5 message, comment or question made to brands are left unanswered. Would this be accepted with any other channel, like phone or email?
You may think that the bigger the account, the harder it gets to respond (here again, check out the KLM twitter stats to see that it ain’t necessarily so). The findings in this Index indeed show a direct correlation between size of account and response rate, yet surprisingly it also showed the bigger the account, the faster the response time.
Check out the full infographic below or download the report by clicking here.
“The Social Customer Infographic” by Sprout Social