Post navigation

Social Networking Stats: 30% of Top Brands Invest in Customer Service on Twitter, #RLTM Scoreboard

The #RLTM Scoreboard:  Social Networking Stats for the Week

Facebook: 1 billion active users via Facebook
Twitter: over 500 million users via Twopcharts
Qzone: 599 million monthly active users via TechCrunch
Sina Weibo: over 400 million users via Yahoo
Renren: over 170 million users via iResearch iUser Tracker
VK: over 190 million users via VK
LinkedIn: 200 million active users via LinkedIn
Google Plus: 135 million monthly active users via Google
Tumblr: 97 million blogs via Tumblr
Instagram: 100 million users via Instagram
Tagged: 20 million unique monthly users via Tagged
Foursquare: nearly 30 million users via Adweek
Pinterest: over 25 million users via AdWeek
Reddit: 55 million monthly unique visitors via Reddit

Please email marissa@modernmediapartners.com if you have additional updates, or a social network that you feel should be on the list.

30% of Top Brands Are Investing in Customer Service on Twitter

A new study by Simply Measured finds that 30% of the Interbrand Top 100 Brands are investing in customer service on Twitter. While 99% of these top brands have Twitter accounts, only thirty have dedicated customer service handles to resolve issues as quickly as possible. By directing customer service inquiries to a dedicated Twitter handle (and away from their branding platform), this strategy helps to “protect brand identity.”

Customer Service Response Rates for top brands on Twitter (Simply Measured study)However, the presence of a dedicated account does not assure a response: the average response rate to all customer service mentions was 42%.  The best response rate (out of the 30 brands) was 75%, and there were only 5 brands with response rates higher than 60%.

In short, the study reveals that even out of those brands that do have dedicated Twitter handles for customer service, there’s still a long way to go, both in terms of response rate and response time: the average response time for customer support was 5.1 hours — a long time on Twitter.  Only 10% of the 30 brands achieved an average response time of under one hour – and none of the brands were able to maintain a response time under 30 minutes.

However, brands’ average response time is often bogged down by a few replies (to ‘missed’ inquiries) that happened days after the initial mention.  Overall, 61% of customer service responses were sent within an hour of the initial customer support inquiry – a figure that actually exceeds customer expectations, based on study data.

Here’s a breakdown – by engagement – of the top 10 brands using dedicated customer service handles on Twitter:

Customer Service on Twitter: Top 10 Brands (Simply Measured Study)

The report is Simply Measured’s second quarterly customer service study, and offers comparison to similar data from December 2012.

Post navigation