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:
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.
Subscribe now to receive more charts and articles like this in your inbox. A fast read in a clean, mobile-friendly design.