Welcome!

News Feed Item

Study: Expectations on Twitter Continue to Grow; Customer Service Tweets Increase 44 Percent Year Over Year

Simply Measured Study Reveals Brand Response Rate Has Increased, but Dedicated Handle Growth Has Stalled Among Interbrand 100

SEATTLE, WA--(Marketwired - March 25, 2014) - Simply Measured, the leading social media analytics and measurement solution, today released a study showing steadily increasing demand for customer service interaction on Twitter. Simply Measured's data shows a 44 percent increase year-­over-­year of mentions of customer service handles among the Interbrand 100, the brand group analyzed for the study. This indicates the continued adoption of Twitter as a legitimate and valid customer service channel, yet brands are still hesitant to jump on-­board, with the number of dedicated customer service handles staying steady at 32 percent -- a number that has been stagnant year over year.

Using the Interbrand 100 as a research group, the quarterly study from Simply Measured focused on the effectiveness of addressing customer service issues presented on Twitter, and also outlined the tactics that yielded the best response rate and time. The data shows that the overall interaction rate is increasing as consumers leverage the power of social media to publicly address issues.

Key findings from the study include:

Users are adopting Twitter as a legitimate customer service channel. Mentions of dedicated service handles grew an impressive 44 percent year over year, signaling the transition of customer service queries from a one­-on­-one brand interaction to something much larger in reach. It also shows that brands are able to handle incoming queries in a way that is satisfying to the consumer -- especially when using a dedicated handle.

Despite the influx of tweets, brands have increased response rates. The brands studied increased their response rate by 43 percent year over year, resulting in 60 percent of customer service tweets eliciting a response at some point in the future. This indicates more resources being devoted to service interactions on Twitter.

While response rate has increased, response time has slowed. Although tweets are being addressed, the time it takes in which to respond has slowed over the last year. The average response time is now 5 hours and 36 minutes, a 10 percent increase over last year. However, given the 208 percent increase in outbound tweets, a longer response time is justified. Nearly all brands responded to tweets within 24 hours.

Brands are slow to adopt dedicated handles. Only 32 percent of the Interbrand 100 companies have a dedicated customer service presence on Twitter. This number has remained stagnant over the last year, which indicates hesitance of the brand to adopt this customer service technique. Of those who utilize a customer service handle, vast improvements in issue resolution was noted, which improves brand image overall.

"Twitter has established itself as the de facto social media platform for customer service concerns," stated Adam Schoenfeld, CEO of Simply Measured. "I expect we'll continue to see a rise in issue resolution on Twitter, but I also expect a faster increase of brands separating regular handles from customer service handles -- especially as they start to analyze their social data and realize how impactful customer interactions via Twitter can be to the overall marketing strategy."

To learn more about Simply Measured's social media analytics platform, or view additional insights from the Twitter Customer Service study, visit http://www.simplymeasured.com or read more on the Simply Measured blog.

About Simply Measured

Simply Measured is the leading social media analytics and measurement platform used by brands across the globe to quantify performance, determine impact and derive strategic direction from social media data. With more than 40 unique reports sourced from the top social platforms including Facebook, Twitter, LinkedIn, Google+, Tumblr, Instagram, YouTube and Vine, Simply Measured turns social media data into beautiful, customizable reports that are easily analyzed and shared. Based in Seattle, Washington, Simply Measured supports more than 35 percent of the Interbrand 100 and has more than 100,000 users. Learn more at http://simplymeasured.com.

Contact:
Ashley Ennis
PR Manager for Simply Measured
[email protected]
(206) 300-­9891

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
High-velocity engineering teams are applying not only continuous delivery processes, but also lessons in experimentation from established leaders like Amazon, Netflix, and Facebook. These companies have made experimentation a foundation for their release processes, allowing them to try out major feature releases and redesigns within smaller groups before making them broadly available. In his session at 21st Cloud Expo, Brian Lucas, Senior Staff Engineer at Optimizely, will discuss how by using...
In this strange new world where more and more power is drawn from business technology, companies are effectively straddling two paths on the road to innovation and transformation into digital enterprises. The first path is the heritage trail – with “legacy” technology forming the background. Here, extant technologies are transformed by core IT teams to provide more API-driven approaches. Legacy systems can restrict companies that are transitioning into digital enterprises. To truly become a lead...
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
SYS-CON Events announced today that Daiya Industry will exhibit at the Japanese Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Ruby Development Inc. builds new services in short period of time and provides a continuous support of those services based on Ruby on Rails. For more information, please visit https://github.com/RubyDevInc.
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busine...
As businesses evolve, they need technology that is simple to help them succeed today and flexible enough to help them build for tomorrow. Chrome is fit for the workplace of the future — providing a secure, consistent user experience across a range of devices that can be used anywhere. In her session at 21st Cloud Expo, Vidya Nagarajan, a Senior Product Manager at Google, will take a look at various options as to how ChromeOS can be leveraged to interact with people on the devices, and formats th...
Is advanced scheduling in Kubernetes achievable? Yes, however, how do you properly accommodate every real-life scenario that a Kubernetes user might encounter? How do you leverage advanced scheduling techniques to shape and describe each scenario in easy-to-use rules and configurations? In his session at @DevOpsSummit at 21st Cloud Expo, Oleg Chunikhin, CTO at Kublr, will answer these questions and demonstrate techniques for implementing advanced scheduling. For example, using spot instances ...
First generation hyperconverged solutions have taken the data center by storm, rapidly proliferating in pockets everywhere to provide further consolidation of floor space and workloads. These first generation solutions are not without challenges, however. In his session at 21st Cloud Expo, Wes Talbert, a Principal Architect and results-driven enterprise sales leader at NetApp, will discuss how the HCI solution of tomorrow will integrate with the public cloud to deliver a quality hybrid cloud e...
The next XaaS is CICDaaS. Why? Because CICD saves developers a huge amount of time. CD is an especially great option for projects that require multiple and frequent contributions to be integrated. But… securing CICD best practices is an emerging, essential, yet little understood practice for DevOps teams and their Cloud Service Providers. The only way to get CICD to work in a highly secure environment takes collaboration, patience and persistence. Building CICD in the cloud requires rigorous ar...
SYS-CON Events announced today that Yuasa System will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Yuasa System is introducing a multi-purpose endurance testing system for flexible displays, OLED devices, flexible substrates, flat cables, and films in smartphones, wearables, automobiles, and healthcare.
The session is centered around the tracing of systems on cloud using technologies like ebpf. The goal is to talk about what this technology is all about and what purpose it serves. In his session at 21st Cloud Expo, Shashank Jain, Development Architect at SAP, will touch upon concepts of observability in the cloud and also some of the challenges we have. Generally most cloud-based monitoring tools capture details at a very granular level. To troubleshoot problems this might not be good enough.
Companies are harnessing data in ways we once associated with science fiction. Analysts have access to a plethora of visualization and reporting tools, but considering the vast amount of data businesses collect and limitations of CPUs, end users are forced to design their structures and systems with limitations. Until now. As the cloud toolkit to analyze data has evolved, GPUs have stepped in to massively parallel SQL, visualization and machine learning.
Organizations do not need a Big Data strategy; they need a business strategy that incorporates Big Data. Most organizations lack a road map for using Big Data to optimize key business processes, deliver a differentiated customer experience, or uncover new business opportunities. They do not understand what’s possible with respect to integrating Big Data into the business model.
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busine...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities – ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups. As a result, many firms employ new business models that place enormous impor...