At the LeWeb’12 Conference in London, the CEO of Social Bakers explains that companies still do not understand the concept of social media engagement.
Brands are increasingly discovering it’s important to create a social presence on social networks but according to SocialBakers 70% of customer enquires go unanswered.
"Having a personal touch in social media marketing is essential," said Jan Rezab, CEO of Social Bakers. "To be devoted as companies you have to measure yourself."
Many companies are spending time broadcasting their message but engagement is not actually happening.
Research by Social Bakers revealed that 25% of global companies close their Facebook walls to prevent fans from asking questions, cutting off the opportunity for brands and fans to interact.
The social media analytics company has launched ‘Socially devoted’ which measures how much a company actually applies themselves on social media platforms and areas they may be lacking.
Social Bakers believes that companies need to measure their brand and competitors performance. The company says that by setting new industry standards they hope to push brands to shift their marketing strategies to be more socially oriented.
Research by the company revealed that South American companies are the best performers when it comes to social media engagement. The bottom three companies were Ebay, Yamaha Motor Indonesia and Blackberry.
When it came to industry sectors, Telecoms performed the best in social engagement with a 60% response rate and the media sector performing the worst with a 4.9% response rate.
Rezab suggests three main ways to make sure you are a socially devoted company:
- Open yourselves – make sure your Profile (Page Wall) is open to questions and feedback from your fans. Over 25% of global brands close their walls!
- Respond to at least 65% of questions – try to respond to each fan individually
- Respond in time – users want your response right away, they are usually not very patient
Please follow this author on Twitter @Tineka_S or comment below.