76% of the world’s most “socially devoted” brands believe that social customer service is an ROI driver, per recent survey results, and brands are recognizing the importance of social media for customer service. Response rates to questions posed of brands on social media sites such as Facebook and Twitter have been on the rise, but new data from Socialbakers provided to MarketingCharts suggest that response rates are leveling off. In fact, in Q3, brands answered an average of 63.5% of questions posed on their Facebook walls, a negligible increase from Q2′s 62% and Q1′s 60%.
The growth looks more impressive when compared to the year-earlier period (Q3 2012), when 48% of questions were answered, and even more so compared to Q2 2012, when just 30% of questions were answered. But the data shows that so far this year the growth in response rates has been much more incremental. Read the rest at MarketingCharts.