Actionable marketing techniques to get you fast results.Take me to Quick Wins
June 2012 update - a new service for benchmarking Facebook customer service:
On June 20th at LeWeb, Socialbakers introduced a new service, Socially Devoted, which gives an idea of what are good and bad levels of customer service within Facebook.
Here is the worst from the retail category which shows there is still plenty of room for improvement:
The most responsive show how it can be done:
I originally read this post by Jan Rezab, CEO of Socialbakers, in October 2011 about the lack of interaction of brands have on their own Fan pages. Apparently only 5% of wall questions from consumers on brand pages ever receive follow-up interactions from the brand - shocking really! It's really shooting yourself in the social foot - first it's plain rude, second the more interactions you have, your brand updates get wider exposure in streams due to the way Facebook's EdgeRank algorithm works.
I thought this is worth highlighting since it's a topic that I've read about before, for example, from Conversocial, a UK social CRM software business. Their white paper (here and embedded at the bottom of this post) looked at this issue for retailer brands on Facebook specifically and is well worth perusing if you're responsible for brand or service quality.
According to the Socialbakers study, only five percent of wall posts on brand pages ever receive answers from brand representatives. Are you really surprised? Probably not, I feel it's indicative of the gold-rush to 'get a Fan page on Facebook' over figuring out why you're bothering as a brand and so valuing it enough with a strategy, process and ultimately resource allocation.
It's interesting, isn't it? Surely not responding is equivalent to not enabling comments on your Facebook wall in the first place, certainly from a consumer perspective? Maybe worse given the level of expectation set by creating a Facebook Fan page in the first place. Jan Rezab points out British Airways has disabled comments on their wall, as does Conversocial in regard to River Island.
This fear factor and need for corporate control forces consumers to disengage completely or attempt to comment on marketing posts in order to try and communicate. This is neither good for the brand, or the consumer, see the example from River Island below. Of course, ironically both of these organisations will think they're 'active' by posting generic commercial information on their wall, but it's treating Facebook as another generic media channel - which is of course another problem...
Not great eh... Like you need reminding, but to hammer the point home, 1 in 6 minutes online is spent within social networks, and to think that volume of users, and the potential reach on Facebook, you know the basic stats: 800m users, and 50% of those users being active everyday, it's a very *active* network of users forming or maintaining relationships.
The potential then for brands who bothers to interact is huge. To think that brands are so lazy in responding is totally counter-intuitive to the opportunity of being on Facebook in the first place. Socialbakers believe that the response rate to wall posts should be 65%-75% — a threshold not even remotely close to actual. The best in class at the moment are the telecommunications and airline sectors with 26% and 28%, respectively. How about your business?
There are challenges of course for brands. Wall posts can often be a of wall noise of noise for brands , a major obstacle and it needs managing. I can't imagine all brands are missing the point to such an extent intentionally, so maybe it's because teams and processes haven't changed enough to accommodate the requirements or fulfil the opportunity properly?
What do you think 0f these guidelines - do you think the brands that restrict comments have good reason for it? We'd love to know.
Check out some of the best in class right here.
By Danyl Bosomworth
Dan helped to co-found Smart Insights in 2010 and acted as Marketing Director until leaving in November 2014 to focus on his other role as Managing Director of First 10 Digital. His experience spans brand development and digital marketing, with roles both agency and client side for nearly 20 years. Creative, passionate and focussed, his goal is on commercial success whilst increasing brand equity through effective integration and remembering that marketing is about real people. Dan's interests and recent experience span digital strategy, social media, and eCRM. You can learn more about Dan's background here Linked In.
Start the discussion on our community and social networks
Recommended Blog Posts
Sales metrics should not be alien to digital marketing teams As digital marketers, it is our job to drive sales for our business, correct? Wait, but isn’t that the job of the sales department..? As it turns out, with Smarketing …..
Innovative First Car Quote project stalls just before launch You’ll know that Facebook is the largest social media network in the world with over 1.13 billion daily active users and 1.03 billion mobile daily active users. Advertising on Facebook has …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Use the RACE Planning System to get ahead in your digital marketing The first edition of my book Internet Marketing: Strategy, Planning and Implementation from 2001 included a popular template for creating what we then called an Internet Marketing Plan. Today, …..