Amex and Samsung rated top social media brands
78% ‘completely ignore’ customers
American Express and Samsung are the most responsive brands on Twitter, replying to nearly 100% of tweets directed at them.
That is one of the findings in new research from customer software company Freshdesk, which also found that 78% of top brands today completely ignore tweets their customers direct at them and fail to respond to customer requests on social media channels.
Although most brands have jumped on board the social train and have social media profiles, the report states that an overwhelming majority fail to take advantage of its potential and actually fail to make connections with customers.
The report analysed Interbrand’s 2014 list of top consumer brands and found that many of the ignored requests were from customers asking for help or support.
Other major findings from the analysis include:
• The top 100 brands averaged about 1,000 mentions a week
• Only 37% of the top 100 brands have separate accounts to listen to problems and suggestions, an effective tactic for managing social channels
• When brands did respond to tweets, it took six hours on average when directed to primary handles and three hours for specific customer support handles
Amex has taken a highly proactive stance on social media, experimenting with emerging platforms and being present on Facebook, Twitter, Foursquare, YouTube, LinkedIn and Google+. Samsung has run a range of effective social media campaigns in recent years with ones featuring major sports stars such as footballer Lionel Messi, plus other that mock its rival Apple and their ‘weird’ fanbase.
“When consumers reach out to their favourite brands on Twitter, they expect a response, especially if it’s a message asking for help or support,” said Jill Soley, VP of marketing for Freshdesk. “Companies that fail to respond to these messages are missing an opportunity to connect with their consumers and build brand loyalty.”