Socialbakers has released its latest “Socially Devoted” figures for Q1, and the results are a mixed bag. On the one hand, the average response rate grew 6% points quarter-over-quarter to 38%, after only improving by 4% points in the preceding 6 months. But on the other hand, that means that significantly fewer than half of questions posted to brands’ Twitter profiles were answered. What’s more, the average response time increased by 10%, from 6 hours in Q4 2012 to more than 6-and-a-half hours in Q1. The trend certainly appears to be moving in the wrong direction: in Q3 2012, the average response time was 5.1 hours.
By comparison, brands answered 60% of the questions posed to them by Facebook fans in Q1, according to separate data from Socialbakers, although it took them almost a full day (22.6 hours) on average to do so.
Looking at the most recent Twitter data, Socialbakers reveals that in Q1, the most “socially devoted” industries were:
- Finance (62.8% of questions answered, up from a leading 46.1% in Q4);
- Airlines (53.2%, up from 45.7%); and
- Telecom (46.1%, up slightly from 43.5%).
Alcohol (15.6%), electronics (16.7%) and automotive (20.7%) languished at the bottom, although each improved from the prior quarter to some degree, with the alcohol sector roughly doubling its response rate.