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Socially Devoted: Brands Responding to More Fan Questions

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Brands that use Facebook are responding to more inquiries from their fans, and they're doing it in record time, according to new data from Socialbakers.

On average, brands answered 55% of the questions posed by their Facebook fans in the fourth quarter of 2012, up from 48% in 3Q12 and 30% in 2Q12.

Those increases occurred even as the volume of questions posted on Facebook brand pages grew an average of 26% between 2Q12 and 4Q12.

Also, brands are responding to questions more quickly. The average time taken to respond to a Facebook query fell to 13.7 hours in 4Q12, down from 19.5 hours in 3Q12 and 20.9 hours in 2Q12.

Below, additional findings from Socialbakers' new report based on data for the fourth quarter of 2012.


Brands that are socially devoted meet the following criteria, according to Socialbakers: 

  1. Open to their fans (their Facebook page has an open wall).
  2. Respond to fans' questions (respond to at least 65% of questions).
  3. Communicate in a timely fashion.

Across most of the industries studied, brands became more socially devoted in the second half of 2012, with airline and finance brands leading the way.

Airlines brands responded to 74.1% of questions posed by their fans in the fourth quarter, up from 55.0% six months earlier. Finance brands were second with a response rate of 72.3% (up from 46.4% in 2Q12), followed telecom brands with 71.0% (up from 60.4%), and fashion brands with 56.7% (up from 24.9%).

Less likely to respond in 4Q12 were automotive brands with a response rate of 30.0% (up from 5.2%), and alcohol brands with 29.7% (up from 4.9%).

About the data: Findings are based on data from 14 thousand Facebook brand Pages gathered via Socialbakers' analytical platform in the fourth quarter of 2012. 


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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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  • by Aylin Thu Feb 7, 2013 via web

    Thanks for the insight, Lenna! It’s definitely interesting that companies in the airline and finance industry engage with their fans more consistently. It seems like a smart marketing strategy to be more open and available for customers, but I have to wonder if there is any concrete evidence that backs up that logic. Are there significant benefits involved with the marketing strategy that engages with customers directly?

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