Facebook is a great place for customers to get into contact with company and business pages when it comes to customer inquiries. With Facebook being such a big social media channel, you’d think that there would be a lot of satisfactorily answered customer inquiries from said companies and businesses. But according to a new survey by Locowise, a social media analytics and reporting service, most companies are not providing a suitable customer experience. There were more than 900 Facebook pages found within the study that found customer services on Facebook is less than adequate.
One of the findings, which is quite shocking, found that 87% of all messages are going totally unanswered. Not only did it seem that many of these pages were stagnant, but out of the pages that did decide to respond to messages, it was selective. Only 37% of all posts were actually answered. Out of all the pages that specifically enabled the publishing ability on their pages, 65% did even respond to any customer posts.
Not that this is a necessarily a shining light in the fog, but when there was an answered question, it was done quickly. In order to spur fast responses, Facebook has begun reward admins with fast responses with badges. 33% of all the pages in the study that responded, the answers came within 60 minutes of the post. Another 12% of questions were answered within 1 to 2 hours of posting, and 15 were answered within 2 to 4 hours.
Hopefully, this is a wake up call for brands who utilize Facebook as a way to get into contact with customers. If you can provide timely, comprehensive customer services, than perhaps you should enable the ability for others to publish on your page. But if you are unable to do so, it may be a good idea to disable it. If not, it’ll just make you look bad.
If your curious about the entire study and what they found in full, head on over to Locowise.