Why It's Important
Whether you’re a customer service rep, a community manager, or a social media marketer, response rate can help you identify successes and holes in your social strategy.
Maintaining your company image can be as simple as keeping your engaged customers happy. This means responding to the highest percentage of inbound @mentions and @replies possible.
How to Use It
Not all brand mentions are customer service-related, and of those that are, not all warrant a response. The nature of customer engagement on Twitter varies for each brand.
Brands should identify a target response rate and set goals for improvement by conducting ongoing monitoring and competitor benchmarking.
Once a consistent response rate has been established, it can act as a good indicator of whether a brand has the resources to scale customer service to meet increases in customer demand.