Check the blog post: http://quint.ly/1mXXQef Social customer service is very important for brands all over the globe. Therefore we analyzed our data to check the response rates by Facebook pages.

1. Response Rate Analysis
Of Facebook Pages
May 2014

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Response Rates By Facebook Pages Improved By 5%
Delivering excellent customer service on social networks is more important than ever for
brands all over the globe. Recently KISSmetrics released a very informative infographic
about the impact of customer service and how bad customer service may hurt your
business. According to their analysis the majority of people expect brands on Facebook and
Twitter to respond at least within a day.
In order to verify how pages are doing in terms of response rates and also response times
on Facebook, we have looked into our data sets how those numbers developed over time
for the period from January 1, 2013 to the April 30, 2014. The analyzed data set covers
76,734 Facebook pages with a minimum of 1,000 likes and a total of 75,581,519 user posts
on those pages.
The response rate is defined by the share of questions in form of user posts on Facebook
pages that were answered by the specific pages within 14 days after the questions have
been posted. quintly is using an intelligent algorithm to identify real questions using a
variety of indicators.

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Facebook Response Rate Development

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The chart shows how the response rate developed
from January 1, 2013 to April 30, 2014. As you can see,
the average response rate has increased by 5% within
the analyzed data period, leading to an average of
42.4% in April 2014. Of course, this is a positive
development. But in reverse it also means, that well
over 50% of users questions are not getting answered.

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Average Share Of Responses By Time Bucket
For a deeper understanding on how brands are replying to user
requests we split the response time data into five time buckets:
1. Replied in under 2 hours
2. Replied in between 2 and 8 hours
3. Replied in between 8 - 24 hours
4. Replied after 24 hours
5. Not replied

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A really positive sign, on average 18.5% of user question are getting answered
by Facebook pages in under 2 hours. That is really good social customer
service. Furthermore, 6.3% of the detected user questions are getting a reply
in between 2 and 8 hours while 9.4% of user requests get an answer in
between 8 and 24 hours.
Remembering that users on Facebook want to have an answer from a brand
page within a day, we now see that 34.2% of user request get a reply in the
desired reaction time. Only 5.7% of all analyzed user requests have been
answered after a period of 24 hours. But on average 60.1% of user questions
never got an answer.
In fact that makes clear that Facebook page owners still have a lot to do to
improve this obvious lack of support.
The following charts show the respective response rates for the different time
buckets.

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How Is The Response Time Different By Weekday

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The different time buckets are nearly on the same level from
Monday to Wednesday and on Sunday. Friday seems to be the
worst day for a user to ask a question as on this day 63.5% of all
request are not getting a reply. Furthermore, the time bucket for
questions answered later than 24 hours on Fridays shows clearly
the largest share with 12.5%. For Saturday the same applies as
for Friday, with the difference that now the time bucket of 8 - 24
hours creates the largest share with 12.2% compared to every
other day of the week.

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Conclusion
Social media has enabled both consumers and brands to interact
and share content on a public stage. Our data analysis of the
Facebook response times and rates proves that there is still a lot
to do for brands to optimize their social media customer support.
In fact, it isn’t that easy to fulfil all customer expectations on
social platforms. Social customer support requires guidance,
planning and, of course, measurement.

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