US-based brands are ignoring around four out of five (80 per cent) of the millions of questions posed on Twitter, according to a new report.
The study, carried out by social media analysis firm Socialbakers, found that consumers are more likely to get an answer on Facebook where brands respond to about 60 per cent of a much smaller number of queries.
Socialbakers sifted through 6.5 million Tweets and 1.4 million Facebook posts that contained a mention of one of 50,000 worldwide brands — along with a question mark — throughout the first three months of this year, Mashable reports.
To qualify for the report, each country needed to have at least 10,000 questions to brands over the course of the year's first quarter. The analysis firm set a benchmark for each brand's customer service success at 65 per cent answered.
Worldwide, customer queries were more likely to be answered; nearly a third of all tweets and three quarters of Facebook posts were responded to by brands.