Wednesday, November 7, 2012

Companies only respond to 5% of all their Facebook Wall questions on average




According to this week’s assigned article What happens next? (page 14),
                “Technological change is altering behavior once thought impossible to shift. For example: Americans now spend 30% more time reading than they did a decade ago, thanks to the explosion of text messaging, e-mail, and social networking. These avid readers are also writing.”

Furthermore, the What happens next? article suggests that “Companies everywhere are struggling both to capture the benefits of this always-on, user-driven world- and to contain the damage.” (page 14)
This struggle to capture the benefits and mitigate the damage is clearly evident in the online article http://econsultancy.com/us/blog/8149-companies-respond-to-just-5-of-questions-on-facebook.

Interestingly, this article’s study results show that “companies only respond to 5% of all their Wall questions on average.” This does vary widely by industry, as the chart shows, however this overall average is very low.

Question:
What potential short-term and long-term harm are companies doing to themselves by only responding to roughly 5% of its Facebook wall posts by consumers? Is there any good that comes from this strategy of not responding to 95%? If so, what would these be? If you ran a company, disregarding industry, what would your personal stance be on this issue?

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