Media, Entertainment Brands Get Most Social Messages, Respond Least (Report)

Media and entertainment brands receive three times more messages on Facebook and Twitter than average brands, but are they missing out on a golden opportunity?

Media and entertainment brands receive three times more messages on Facebook and Twitter than average brands, but are they missing out on a golden opportunity?

Social media management platform Sprout Social revealed in the latest edition of The Sprout Social Index that messages to media and entertainment brands—including celebrities, athletes, journalists, musicians and DJs—are ignored 93 percent of the time, adding:

While fan engagement is increasingly critical and social tie-ins cross marketing channels, the industry still pushes out a staggering amount of strictly promotional messages with little regard for audiences’ questions, concerns and requests.

Sprout Social’s findings about brands as a whole and their responses to messages included:

  • Only 15 percent of social messages required responses in 2013, but that figure is up to 40 percent currently, meaning that the average brand receives 800 more messages that require attention each quarter.
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