SocialBakers measured 10,000 public
Facebook brand pages worldwide for March of this year. The firm measured in
percentages, looking at the number of user initiated wall posts that received a
brand response. Highflyers included:
·
Airlines - 55 % response rate
·
Finance companies - 46 %
response rate
·
Telecom companies - 60 %
response rate
Meanwhile, few industries do not seem to
care about user initiated wall posts:
Automotive brands - 17 % response rate
Alcohol brands - 5 % response rate
Media brands - 5 % response rate
Perhaps certain brands feel that they do
not have to go 'above and beyond'. Few people feel passionately about a telecom
provider or airline. They often select the best available price. Meanwhile,
automotive and alcohol brands traditionally have more consumer loyalty.
No social
marketing strategy can be truly successful without actively engaging the
audience. Why should a business even have social media if they were not going
to actively engage their audience in the first place? This is the mistake that
many companies make, using social media just because they feel 'it is the thing
to do.'
Every business should strive to avoid
being anything like a beer company from Brazil– the company with the lowest
response rate. Their response rate stood at a measly 0.1% with more than 14,000
unanswered questions. Social media is not just another website, it is time companies
stopped acting as if it was.
