Why It's Important
Customers reach out to brands constantly with questions, concerns, gratitude, and criticism. It’s the social marketer’s job to engage with customers in a way that is genuine, effective, and, above all, timely.
Response time is a vital metric for measuring both brand engagement and customer service efforts.
How to Use It
The simplest way to measure response time is by subtracting the time of the original inbound Tweet from the time of your response.
Take this difference in time from each of your responses and average them for your average response time.
If the numbers don’t add up or represent your effort the way you expected, it’s time to identify the responses that are skewing your average. This can help you identify holes in your strategy, ways to optimize your responses, or reinforce what you’re already doing.