Throughout the semester many people (including me) have blogged about the good and bad of Facebook - what companies are doing right and wrong. Discussing what's the best way to go about approaching your market online... how to get their attention.... how to engage with them.
That's all good and well to say but an article I read on SocialBaker really took things back to basics for me...
Their study found that 95% of all brands on Facebook do not receive answers to their posts.
As the below graph shows - airline and telecom industries were the best at responding to posts and comments and ironically the media and FCMG the worst.
Source: SocialBaker
SocialBaker went on to state that they believed the required response rate to wall posts should be 65-75%. Note that NONE of these industries are any where near that level of interaction.
In the light of the GASP debacle, I think responding to your followers is the most basic way that brands can interact with their customers. Why do an extensive SM campaign, spark interest and conversation and not respond? Isn't that the point of social media --- to enable two conversation?
Do you think its arrogant of brands to expect customers to pay their online activity attention and not respond? Or do you think its too hard to keep up with all the chatter?
I think a lot of brands jumped on the band wagon and as things move, are trying to figure out what to do next. Over time, we will see a lot more people employed in SM roles, who will be experts, not just in using 10 million platforms, but will have strategic heads on their shoulders, this is when we will see a drastic change in how organisations behave in this space.
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