The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
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