Twitter has revolutionized how businesses help customers, and according to the most recent data from Socialbakers, response rates are up three percent overall.
Every quarter, the social media statistics company publishes its Socially Devoted report, which measures brands’ use of social media for customer service.
While response rates were up, the average response rate in the first quarter of 2014 was nine hours. That’s a significant five hour decrease from Q4 2013, but still far from ideal.
Here are the top five industries based on average response time:
- Transportation – 3 hours, 31 minutes
- Telecom – 5 hours, 44 minutes
- Services – 7 hours, 46 minutes
- Finance – 7 hours, 58 minutes
- Airlines – 7 hours, 59 minutes
20 percent of tweets directed at brands are asking questions, and here are the industries with the highest response rates:
- Transportation – 66.3 percent
- Services – 57 percent
- Airlines – 57 percent
- Telecom – 51.6 percent
- Finance – 49.9 percent
- Retail – 45.3 percent
- Industrial – 44.5 percent
- Accommodation – 43.6 percent
- Healthcare – 42 percent
Overall, brand response rates on Twitter clock in at 42.7 percent, meaning that over 1.5 million questions went unanswered in the first quarter.
Many major brands use a special Twitter account for customer support, and here’s how several compared in response rates:
- @NikeSupport – 80 percent
- @AmazonHelp – 77.4 percent
- @VodafoneUKHelp – 73.5 percent
- @XboxSupport1 – 69.9 percent
- @DeltaAssist – 56.4 percent
The telecom industry ignores the most questions per hour at 134, followed by 121 for the services industry and 71 per hour for electronics.
According to Socialbakers, here are the top 10 “Socially Devoted” brands:
- Virgin Media
- American Airlines
- National Rail
To learn more about how brands perform on Twitter, you can check out the infographic below.