Tweet this: Only 22% of tweets directed at the Twitter handles of 100 top consumer brands received responses during an analysis period, according to an report by Freshdesk, a provider of cloud-based customer support software. The brands analyzed were determined using Interbrand’s 2014 list of top consumer brands.
“When consumers reach out to their favorite brands on Twitter, they expect a response, especially if it’s a message asking for help or support,” said Jill Soley, vice president of marketing for Freshdesk, in a press release. “Companies that fail to respond to these messages are missing an opportunity to connect with their consumers and build brand loyalty.”
The analysis covered activity Dec. 15-22, 2014, “a time when consumers frequently turn to Twitter to express frustration, ask for help, or share a positive experience.”
Other findings of note:
- 37% of the studied brands have separate accounts to listen to problems and suggestions
- Responses, when sent, took six hours on average when directed to primary handles and three hours for specific customer-support handles
- American Express and Samsung were the most responsive among the analyzed brands, replying to nearly 100% of tweets directed at them