Most Social Messages, Respond Least

Media and entertainment brands receive three times more messages on Facebook and Twitter than average brands, but are they missing out on a golden opportunity?

Social media management platformSprout Social revealed in the latest edition of The Sprout Social Index that messages to media and entertainment brands—including celebrities, athletes, journalists, musicians and DJs—are ignored 93 percent of the time, adding:

While fan engagement is increasingly critical and social tie-ins cross marketing channels, the industry still pushes out a staggering amount of strictly promotional messages with little regard for audiences’ questions, concerns and requests.

Sprout Social’s findings about brands as a whole and their responses to messages included:

  • Only 15 percent of social messages required responses in 2013, but that figure is up to 40 percent currently, meaning that the average brand receives 800 more messages that require attention each quarter.
  • 14 percent of social messages were responded to by brands in 2013, but that figure is currently below 11 percent.
  • The average brand received 2,742 social messages in the fourth quarter of 2015, up from 1,790 in the third quarter of 2013.
  • Brands with more than 101,000 likes or followers generated the best ratio of promotional posts to replies, at 2.8 to 1.
  • Brands on Instagram received more messages on Instagram during the fourth quarter of 2015, but messages sent were only up 28 percent.

Sprout Social chief marketing officer Scott Brandt said in a release announcing the results:

The media and entertainment industries get away with this pathetic response rate because, unlike expectations with other industries, people don’t necessarily expect a response from their favorite celebrities, TV shows or sports teams. Rather than simply meeting those low expectations, the industry players and the many agencies that support them have an opportunity to raise their game, surprise their audiences and set themselves apart by actually participating in a two-way dialogue with people on social. In time, they’ll be rewarded with deeper relationships across their already-loyal audiences.

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