There was good news and bad news in a recent study of customer-service response rates and times on Facebook pages by social analytics provider Quintly. The good news: The average response rate rose 5 percent between Jan. 1, 2013, and April 30, 2014, to 42.4 percent. The bad news: This still means that the majority of questions posted on brands’ Facebook pages are not being answered.
Quintly studied 76,734 pages with at least 1,000 likes apiece in the time period mentioned above, analyzing a total of 75,581,519 user posts on those pages. Response rate was defined by Quintly as the share of questions in posts on pages that were answered by those pages within 14 days.
In another glimmer of good news, Quintly found that 18.5 percent of those questions were answered in less than two hours, and 34.2 percent within one day, meaning that those brands that are actually paying attention to questions on their Facebook pages are handling them in a timely fashion.
Do days of the week matter? Don’t ask questions on Fridays, according to Quintly, which wrote:
The different time buckets are nearly on the same level from Monday to Wednesday and on Sunday. Friday seems to be the worst day for a user to ask a question, as on this day, 63.5 percent of all requests are not getting replies. Furthermore, the time bucket for questions answered later than 24 hours on Fridays shows clearly the largest share, 12.5 percent. For Saturday, the same applies as for Friday, with the difference that now, the time bucket of eight to 24 hours creates the largest share, at 12.2 percent, compared with every other day of the week.
Social media has enabled both consumers and brands to interact and share content on a public stage. Our data analysis of Facebook response times and rates proves that there is still a lot to do for brands to optimize their social media customer support. In fact, it isn’t that easy to fulfill all customer expectations on social platforms. Social customer support requires guidance, planning, and, of course, measurement.
Readers: Have you ever posted questions on brands’ Facebook pages? Did they respond?
Image of pile of question marks courtesy of Shutterstock.