A benchmark study from Auros, the internet consultancy and technology company, reveals the UK’s top 25 retailers are largely unresponsive when it comes to engaging on social media channels. Despite retailers making a clear investment in social media, with four in five having a Twitter account and 72% active on Facebook, only 25% of those on Twitter replied to a question directed at them. On Facebook, the responsiveness rate was better, but still 50% of questions went unanswered. The standard response to negative Facebook comments was to ignore the user rather than try and convert them to an advocate.
Thomas Cook, easyJet and Debenhams top responsiveness table in benchmark report, but the average score is a pitiful 10%
• Only 25% of retailers with a presence on Twitter replied to a question directed at them
• Only 11% responded to a negative comment on their Facebook wall
• Those surveyed took an hour and a half on average to reply on Twitter compared to 10 hours via email
When the brands tested in the study did respond, they did so in a very timely manner, providing a good level of customer service to their fans and followers. On Twitter retailers took just over an hour and a half to respond on average and on Facebook, only an hour, compared to the 10 hours it took to reply to a question via email.