SOURCE: Simply Measured, Inc.

Simply Measured, Inc.

March 25, 2014 13:10 ET

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.

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