Studies have been demonstrating in recent times, although consumers have changed their expectations and although they have become a kind of freaks real time, always waiting for brands to interact with them at the exact moment they are talking , the fact is that companies are not always up to par and, in general, still have to learn a lot and still quite shake. Response times are often too long and trademarks are not usually all that should be dynamic.
The latest study has analyzed what they are doing and how manufacturers are responding to the challenges of social networking is the Sprout Social Index, which has shown that much remains to be done. The study looks at what they are doing different industries in social networks and how even those who receive messages are not being anything effective in responding to this new environment.
The study focuses specially on the media industry and entertainment, since it can serve as a clear example of what is changing in the structure of brand-consumer relationships and what is going wrong in this environment.
The media industry and entertainment ranks well above other industries as far as content and information flowing through social networking is concerned. For starters, consumers talk a lot about the products in this industry. 88% of consumers are sources of entertainment on Twitter or Facebook, 72% speak on these social networks about the movies they see and 66% live tweets about the content you see on television.
To continue, the media industry is experiencing a flood of messages. If the average of the industry is to receive about 2,742 social messages, in this industry the figure soars to 9,052, making it the industry that consumers more talk. But while consumers say much, say little marks. Response messages are still above average (489 vs. 260 are from other industries), but are insufficient to everything that moves. The response rate of the media industry is 6.6% (the average for all industries is 10.7%) and their answers remain much more diluted in the midst of a major update with new content.
The media industry is thus the exponent of all the problems of brands in social networks: more and more messages and more interactions are received and increasingly costs more to be sufficiently fast and effective in responding.
Who are doing better?
The only point at which the media industry is saved in the speed (although the question could be quoted). These companies take nine hours on average in answer to his followers, while the general average is 11 hours.
It is the only field in which they can be proclaimed winners. In others there are other companies that do much better than them. So, who are more responsive to their customers are the retail brands, with a response rate of 18.2%; those with an audience delivered are travel companies and hotels, for whom 55% of the messages left by consumers are the starting point for a conversation; and those who are more focused on the consumer companies are utilities (such as electricity or water), which is more responsive to what consumers ask them on social networks that publish posts and updates on your own.
What are making marks on social networks?
In general, manufacturers have to put the batteries and start working seriously in the field of social networks, because things are, so to speak, more and more complicated. As noted in the conclusions of the study, brands are increasingly receiving social impacts.
The number of messages received from consumers are rising steadily and quickly, while those messages are becoming ‘something else’. The consumer expectations are becoming higher as far as concerns social networking time. In the third quarter of 2013, only 15% of consumers throwing messages to social networks were messages waiting for an answer. Now they are 43% of all consumers say brands in the social media environment.
It is not the only trouble spot: the marks are not only receiving messages but are also publishing more social content, which – considering that have outstanding few messages waiting to be answered – may not seem as regarded the world and harm their image with consumers. Now, the average promotional content brands publish before launching a response to a question from a consumer is 3.2 messages.