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Do Brands Respond to Mentions on Twitter?

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Only 47% of retail brands engage on Twitter when tagged in an @mention, according to a recent report from Brandwatch.

The report was based on data from an experiment conducted by Brandwatch in which 100 retail brands based in the United States and the United Kingdom were tagged in a series of different types of @mention tweets (questions, comments, complaints, etc.).

Brands responded to 65% of the Twitter mentions that included a direct question, compared with just 29% of mentions that did not include a question.

Although direct questions were more likely to generate a response from retail brands than neutral comments, the response time was much slower; brands took over two and a half hours (157 minutes) to respond to mentions that included questions on average, compared with around an hour for mentions without questions.


Only 5% of brands responded to @mention questions within 15 minutes, and just 11% responded within an hour.

About the research: The report was based on data from an experiment conducted by Brandwatch in which 100 retail brands based in the United States and United Kingdom were tagged in a series of different types of @mention tweets.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Elizabeth Wed Feb 4, 2015 via web

    My experiences as a consumer with brands on Twitter have been mixed. Some are highly responsive and clearly have someone monitoring their mentions 24/7. Others ... not so much. Brands that invest heavily in their social media response teams are looking to long-term customer value. Those that cut corners and pinch pennies are putting themselves at risk in the long term, in my opinion.

  • by Nicole Delorme Wed Feb 4, 2015 via web

    I control our company's Twitter page, and it's hard to respond immediately to questions or mentions, as well as other notifications from our other social media pages. As an agency that deals with experiential marketing toronto, we comment on brands posts and do see some interaction. But I can see why this may not be at the top of their list.

  • by Carolyn Wed Feb 4, 2015 via web

    Interesting article. I know lots of businesses in our sector (travel) are uncertain of the value of Twitter (not helped when the Prime Minister thinks its graffitit) ...

    Might the slower response time for questions be related to the need to investigate. In which case I think the advice needs to be 1) acknowledge quickly and with a response time then 2) take the time you need.....

  • by Vani Thu Feb 5, 2015 via web

    Ayaz,
    This is great compilation. Only direct questions are being answered, in that case just imagine the loss of opportunity by the companies in this era of engagement marketing.

  • by Iris Vermeren Mon Mar 2, 2015 via web

    Thanks very much for covering our Twitter research Ayaz. We’re glad you found it of interest!

    Iris (Community Manager, Brandwatch)

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