Quick, Local Engagement Matters for Socially Devoted Brands

In a bid to set a new standard for “Socially Devoted” companies, a new Socialbakers study identifies businesses that succeed with open and responsive social communications, creating a benchmark for how businesses can drive customer engagement through such social media strategies.

“By defining Socially Devoted companies, we wanted to start a discussion in the industry,” said Socialbakers CEO Jan Rezab. “Socially Devoted companies communicate openly, actively respond to fans and make sure customers receive a quick answer to feedback or questions. Socially Devoted companies set a new global standard that other businesses can adopt to improve their social media marketing strategy.”

Highlights of the study revealed:

• On average, companies respond to only 30% of social media fans’ feedback.
• Local companies tend to have higher social media response rates than their global counterparts, with 40% responding to customer queries.
• More than 25% of global companies have a closed wall on Facebook where users can’t post questions or feedback.
• U.S.-based companies tend to perform less effectively on social media channels than their regional peers.

Rezab notes that Facebook performance is only a starting point, and companies need also embrace Twitter and live chat functions and platforms.

The top 10 Socially Devoted companies in the global ranking:

South American mobile operator Personal Argentina answers thousands of queries via social media with an average response time of four minutes.

The telecommunications and mobile industry are the most Socially Devoted, (13 of the top 20 brands), followed by airline and financial services companies.

Socialbakers offers a comprehensive social analytics platform that delivers actionable insights on measuring success and driving ROI across platforms like Facebook, Twitter, Google+, YouTube and LinkedIn, as covered here.

Their proprietary technology tracks Facebook and Twitter campaigns for any company, enterprise to small business, while monitoring industry competitors. It’s currently the most utilized social media analytics platform in Europe.

Rezab offers further insight and analysis in an article about “Socially Devoted” here.