Social Media in the UAE – Which brands in the UAE are most responsive to their fans?
Having the largest number of fans on your Facebook page does not necessarily mean you are the most responsive to them.
New social media statistics by Social Bakers for the month of September for UAE brands on Social Media reveal that the brands on top of lists for number of fans aren’t the brands the are most ‘devoted’ in a new metric that measures percentage and number of fan questions answered per month by a brand.
While Emirates tops in the total number of fans and average engagement listings and Etihad Airways is nowhere in the top 10 most followed UAE pages on Facebook, it has the second most ‘Socially Devoted Brand’ according to Social Bakers. Etisalat is at the top position for answering fan queries and du is trailing behind at the fifth position.
The way I see it, a metric based on number of questions answered by brands is too broad a metric and needs to be refined. Why? Because brands that have a very high level of customer queries or technical problems will almost always have a chance to be on top as ‘socially devoted’ brands as long as they are answering those queries. So, you see telecom and mobile brands like Etisalat, du and Sony Mobile in the top five socially devoted brand list. Also, if you are an e-commerce site like MarkaVIP – you would lots of questions coming in.
But what if you;re a brand that everyone’s is happy with and where there aren’t many questions to ask or answer – would you not be social devoted?
I think it is a very good thing to measure response time, frequency, ratio to questions etc as a social media metric – good initiative by Social Bakers and a good indicator of who’s listening and responding and walking the social media talk in the UAE.