Study: Facebook Posts to Brands’ Pages Fall on Deaf Ears

A total of 87 percent of posts to brands’ Facebook pages were never answered at all, according to a recent study by social analytics and reporting firm Locowise.

A total of 87 percent of posts to brands’ Facebook pages were never answered at all, according to a recent study by social analytics and reporting firm Locowise.

Locowise studied more than 900 pages with nearly 300 million likes throughout the month of May, and it found that:

  • 51 percent of pages studied allow users to post on their Timelines.
  • 67 percent saw fewer than 10 posts in May, while 29 percent received between 10 and 99, and just 4 percent attracted more than 100 posts.
  • The ratio worked out to one post for every 22,500 likes.
  • 65 percent of pages that enable users to post to their Timelines did not respond to a single post, meaning that nearly 4,000 posts were ignored.
  • Active pages responded to 37 percent of posts.
  • 10.5 percent of pages responded to all posts on their timelines, but those pages had three or fewer posts.
  • 33 percent of users who posted received responses within one hour.

Locowise also offered the following takeaways for page administrators:

  • If you don’t plan to take the time to review and respond to the posts on your page, do disable this feature. It doesn’t look good for a brand to enable this publishing ability but then ignore all or the majority of the posts that they receive. Focus on other things instead.
  • You don’t necessarily need to go the extra mile. Responses do not need to be very advanced and take you a long time. You could simply thank the customer for the feedback or point the customer to the FAQ section of your official site.
  • How can you integrate your customer-support team into your social media workflow? Some questions might not have simple responses, so getting a customer-support representative to reply would be ideal. Your customer-support team could access your Facebook page and seek out posts to respond to. Or you could ping them the questions manually and they can send you a response for you to post. While waiting to hear back from your customer-support team, a simple, “Thanks, we’re looking into this and will get back to you shortly,” will suffice.
  • What response rate should you look to achieve? Ideally, you should acknowledge every post that you get, if nothing else than just to say, “Thanks for being a fan.” Your customers are taking their time to write to you, so they should hear something back. If you’re not able to respond to all posts, you should at the very least respond to any posts that raise concerns or complain about your product or service.

Readers: What have your customer-service experiences been like on Facebook?


Image of CSRs courtesy of Shutterstock. David Cohen is editor of Adweek's Social Pro Daily.