Socialbakers: T-Mobile USA Tops AT&T on Social Media Responsiveness
Feb 07, 2013 (Close-Up Media via COMTEX) --
When it comes to social media responsiveness, telecom brands T-Mobile and Virgin Mobile USA crush AT&T, according to the latest "Socially Devoted" report from Socialbakers (Q42012).
This Prague-based social media analytics company calculates which brands around the world are most and least responsive each quarter. T-Mobile USA comes out first in the US followed by Virgin Mobile USA. At the same time, AT&T clocks in third least responsive.
Also, the report showed that Netflix is the least "Socially Devoted" brand of all US brands, with a 4.41 percent worldwide response rate, and Starbucks, well known for its visibility on social media, is among the least socially devoted brands in the world with a 3.05 percent worldwide response rate.
Separately, Socialbakers has found that telecom brands around the world -- including Personal Argentina, Safaricom Kenya, Orange Polska, Telia, and Telenor Norge are also standouts when it comes to social media responsiveness. They all rank high on the Socialbakers scale when it comes to answering user questions on Facebook.
"Socially Devoted" brands, according to social media analytics company Socialbakers, are market leaders in their responsiveness. Calculated based on how many questions are answered per quarter, the best brands answer at least 65 percent of all that they receive. Socialbakers developed the "Socially Devoted" designation in June 2012 as a benchmarking tool for brands in the U.S. and around the world. Beginning in 2013, Socialbakers will also measure interaction on Twitter.
"In recent years there has been a shift away from brands simply seeking to collect the highest number of fans. What is important is how you interact and serve them. There is no point in having a page that offers no value to your fans beyond pushing photos of your products. Your fans will most likely see your posts as spam, hide your feed and then your online marketing efforts are seen by no one. As we continue to measure social media responsiveness, the good news is that we are seeing brands recognize the potential impact of Facebook users and engagement on ROI and brand image," said Jan Rezab, CEO of Socialbakers.
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