One of the most obvious ways to foster engagement on a Facebook page is to reply to fans’ comments. However, Socialbakers found that most companies leave questions unanswered, closing off the two-way street that is social media. According to a recent study, only 48 percent of brands respond to comments on their pages, with airlines leading the way in engagement.
Socialbakers discovered that the percentage of questions answered is rising. In 2011, it was only 5 percent. In the second quarter of this year, it rose to 30 percent. Now it’s at 48 percent. The company is hoping that by next year, the figure will rise to 75 percent.
Which types of brands are the best at social engagement? Airlines were the most engaging, followed by finance, and telecommunications.
Click below to see the full infographic, courtesy of SocialBakers:
Readers: How often does a page respond to your comment?