No social network response for customers

Research shows that top UK retailers are failing to respond to customers via social networks. The benchmark study from Auros, an internet consultancy and technology company, reveals that only 25% of retailers with a presence on Twitter

replied to a question directed at them, only 11% responded to a negative comment on their Facebook wall.

It’s a sign to retailers to sharpen up when it comes to engaging on social media channels. Despite retailers making a clear investment in social media, with four in five having a Twitter account and 72% active on Facebook, only 25% of those on Twitter replied to a question directed at them.

Research also showed that it was hard for customers to get in touch with retailers through direct messages on Twitter.

The survey was carried out by testing retailer’s responsiveness across Facebook, Twitter, YouTube and branded blogs, with each being allocated a score out of 100.

Even big department store, Debenhams, performed poorly gaining only 22%. Debenhams declined to comment but said they would be looking into ways to improve their social media offering.

Only 52% of retailers have a blog on their website and 12% a YouTube channel. As with Twitter and Facebook, many are just using these social networks as quick push marketing channels, rather than using them to properly engage and enter into dialogue with both existing and prospective customers. Responsiveness on YouTube and on company blogs was extremely low, with none of the retailers responding to questions posted in the comments section of blog posts or videos.

“It is clear that retailers see the benefit of being active on social networks,” said Dominic Mills, Managing Director, Auros. “But too many are simply ignoring the fact that you have to be social and engage with users on these channels. Whilst brands need to monitor what is being said about them, they need to be confident about responding. Companies that use these social channels to get closer to their customers and prospects will increase brand advocacy and generate more bottom line revenue.”

More than 130 organisations across the commercial, public and not-for-profit sectors rely on Auros for advice and implementation expertise in relation to internet technologies.