New Socialbakers Study Reveals Top Performers in Social Customer Service
Findings Indicate Telecom, Airline, Financial Industries Among Most Responsive to Customers' Online Requests; Study Shows Huge Opportunity for "Socially Devoted" Companies to Drive ROI.
LONDON, June 20, 2012 -- A new study of social media customer service practices highlights a major opportunity for companies to improve client satisfaction through better social media outreach, according to Socialbakers, the leading social media analytics provider. Defining a new standard of "Socially Devoted" companies, the Socialbakers study identifies businesses that succeed with open and responsive social communications. Socially Devoted companies can serve as role models, demonstrating how businesses worldwide can drive customer engagement by adopting more reactive and open 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."
Research Shows Incredible Opportunity to Expand Social Engagement
The Socialbakers research study revealed:
- On average, companies respond to only 30 percent of social media fans' feedback.
- Local companies tend to have higher social media response rates than their global counterparts, with 40 percent responding to customer queries.
- More than 25 percent of global companies have a closed wall on Facebook, meaning users can't post questions or feedback.
- U.S.-based companies tend to perform less effectively on social media channels than their regional peers.
In the new study, the most Socially Devoted companies are those that respond to feedback quickly and have the highest number of wall posts on Facebook. Rezab observes that Facebook performance is only a starting point; Socialbakers encourages companies worldwide to embrace other social media elements, including live chat functions and platforms like Twitter, as a part of their social media marketing strategy.
Most Socially Devoted Brands Revealed
Here are the top 10 Socially Devoted companies from the new Socialbakers study:
|Brand Name||Fans||Answers||Response Rate|
|Personal Argentina||309 968||89.13 %||14 306|
|Claro||415 026||96.99 %||10 266|
|Acer Indonesia||612 837||95.05 %||4 992|
|LBC Express Inc.||58 176||91.75 %||4 083|
|Comunidad movistar argentina||385 451||91.67 %||3 301|
|Volaris||335 410||77.92 %||3 297|
|Safaricom Kenya Official Page||130 201||88.52 %||3 255|
|KLM||1 540 788||94.14 %||2 843|
|Vodafone Nederland||82 926||92.27 %||2 758|
|Claro El Salvador||133 270||96.74 %||2 758|
The Socialbakers study provides interesting insights on specific industries that demonstrate high levels of social devotion. The telecommunications and mobile industry is by far the most Socially Devoted, with 13 of the top 20 Socially Devoted brands coming from that sector. Airline and financial services companies also perform well in the study.
The study indicates that a mobile operator in South America – Personal Argentina – is a stellar role model as a Socially Devoted company, answering thousands of queries via social media channels with an average response time of just four minutes.
Socialbakers provides limited information on company rankings to organizations researched free of charge. It's a valuable service since social media platforms are increasingly becoming the preferred method for communication. That means it's important for companies to find out where they stand. It's also increasingly clear that social media outreach is not just one option among many; it's a necessity.
Socialbakers developed the Socially Devoted standard as a benchmark companies can use to see where they rank in terms of social media performance as compared to competitors and to gauge their progress as they take steps to improve their Socially Devoted rank. Responsive social media communications can be a great tool to upsell products and services and build positive customer relationships. But it's also important to note that a lack of responsiveness can harm customer relationships, which makes a high Socially Devoted commitment even more crucial as consumers gravitate toward social media platforms as their primary communication mode.
Companies wishing to find out more about the Socially Devoted rankings can visit http://www.socially-devoted.com. Socialbakers offers a comprehensive social analytics platform that delivers actionable insights marketers and customer service professionals can use to measure success and drive ROI across platforms like Facebook, Twitter, Google+, YouTube and LinkedIn. Find out more at www.socialbakers.com.
Socialbakers is a social media analytics company and the most cited source for global social marketing data with more than 15 million Facebook, Twitter, and YouTube profiles and places indexed. Launched in 2008, Socialbakers' tools include its easy-to-use Analytics and Builder. It is the only solution that allows brands such as Lufthansa, L'Oreal, Danone, Vodafone, Samsung, GE Money, Ogilvy, Kraft and Peugeot to measure, compare and contrast the success of their social media campaigns with competitive intelligence. For more information, visit www.socialbakers.com.