The study`s findings indicate that only 25 percent of retailers with a presence on Twitter have replied to a question directed at them. On Facebook, the responsiveness rate is significantly higher but nevertheless, 50% of the questions posted on retailers` wall were left unanswered.
None of the retailers have answered to questions posted in the comments section of blog posts or videos on YouTube. On Twitter, 20 percent of the retailers have answered to negative comments while on Facebook only 11 percent of merchants have given a reply to negative comments. Positive comments on Facebook have received feedback from 17 percent of the retailers. None of the retailers followed by the consultancy company on Twitter have followed back, consequently no direct message could be sent to them.
According to the study, 80 percent of respondents have a presence on Twitter while 72 percent of them are active on Facebook; 52 percent have a blog on their website and 12 percent use a YouTube channel.
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