Stat: 95% of Facebook Wall Posts are not Answered by Brands (Whaaat?!)
Are you kidding me?
This was my reaction after reading this mind-boggling statistic.
As a brand, it is counterproductive for you to ignore social media, it plays a huge role in influencing consumers and connecting those consumers with brands. As a brand, you want yours to be that one brand that consumers remember and interact with on a daily basis. Recent statistics noted “there are more than 800 million users on Facebook from around the world, with nearly 40% of those logging in every single day."
Showing marketers and brands that social media is an excellent way for them to communicate with consumers. An interesting statistic that Mindjumpers mentions is that “nearly every large charity and university in America is on Facebook, but less than 60% of the Fortune 500 are." This might bring many people to wonder how those brands on Facebook are not losing consumers to those brands that are engaging on Facebook. Why are customers that are gained through social media so important?
According to the article Why Social Media Is Far More Important Than You Think, "social media users are far more active and influential than the average internet user. Social media users spend the most, and are more influential on their peers, than the average Internet user. They are exactly the kind of people you want to attract to your brand."
According to an article on Mashable by Todd Wasserman, a recent Forrester Research survey revealed that marketers are overwhelmingly aware that social is important, and 92% agreed that social media has fundamentally changed how consumers engage with brands.
Maybe your company is on Facebook, but are you actually engaging with consumers? Or is your brand reaching the wrong consumers. Consider these facts from Sean Work at KISSmetrics:
- Twitter has the wealthiest users
- Facebook has the oldest users
- Digg has the best-educated users
- StumbleUpon is a haven for graphic designers
Engaging your Facebook Following
The key to targeting consumers through social media is interaction and knowing which group of consumers your brand is reaching. The more your brand is able to engage with consumers, the more consumers will stay on your site, exposing them to your brand even more. Looking back at the statistic, 95% of Facebook wall posts go unanswered, it might make you wonder why a brand would not regularly interact with their consumers.
A mistake being made by many marketers and brands is auto posting to social media. By not logging into social media sites and physically interacting, it can cause you to lose those consumers that like and follow your brand.
Nearly four out of every five consumers interact with brands on Facebook, primarily through reading posts and updates from brands.. By not interacting and leaving wall posts unanswered, you can be losing the opportunity to connect with influencers, that group of consumers who loves your brand. An influencer is someone that loves your brand so much that they tell their friends and family about new products and interesting content that your brand develops.
Which can bring more traffic to your social media pages and website.
Social Media Engagement
Interested in increasing your social awareness and engagement? Give us a call at IMPACT and learn how we can help!
About Carolyn Edgecomb
Before moving into a portfolio management position, Carolyn was a key contributor to the IMPACT blog. (In case you thought she sounded familiar.) Nowadays, as our Community Coordinator, she manages and maintains the logistics of daily, weekly, and monthly operations from a portfolio management perspective to ensure each client, Pod, and the overall Community is performing at an acceptable level. You might call her the queen of post-it notes and organization. With a passion for all things inbound marketing and project management, she is always looking for new ways to improve our client services department. Outside of IMPACT, you'll find her on Pinterest, listening to country music, reading a book or trying out a new recipe.