Millions of companies have passed the first threshold with social media. They are in the game by having Facebook, Twitter, and other social media accounts; and many operate their own blogs.
However, lots of companies have not successfully passed the second threshold with social media. They are not active enough with their accounts and sometimes disappoint people with their slow or non-respsonse to online comments/requests. And these companies are missing out on big opportunities!
Consider these observations from eMarketer:
“Social media has become a critical channel for brands looking to connect with consumers, but it looks like many followers aren’t getting the attention they expect, according to data released in December 2013 by Sprout Social. Between Q3 2012 and Q3 2013, Twitter grew its Monthly Active User (MAU) base from 151 million to 218 million—a 44% year-over-year increase. Facebook saw a 17% rise in MAUs, from 955 million to 1.15 billion. Collectively, the two sites grew 20% to hit 1.42 billion MAUs.”
“However, user engagement, such as messages that required a response or attention, was growing nine times as fast as Twitter and Facebook combined. How are brands keeping up? Results indicated they were not: Average brand response rates for both Twitter and Facebook dipped below 20% year over year.”
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