These Are The Best (And Worst) Brands In Social Media For Customer Service

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Photo: By photomequickbooth on Flickr

It’s a given that a brand has to have a social media presence. The only problem is that some brands are really bad at it. And we aren’t just talking about obvious flubs—like when McDonald’s #McDStories hashtag prompted people to publicly bash the fast food joint—but simple bad customer service, like ignoring Tweet complaints, which has very real consequences.According to a study commissioned by Conversocial, which manages customer service on social media for everyone from Groupon to Net-A-Porter, more than half of consumers surveyed (55 per cent) were disappointed by big brands’ communication on social media.

“If people have a bad experience in-store, they will tweet it — amplifying it 100 fold,” Joshua March, CEO of Conversocial, told Business Insider. “This can have a massive negative affect.” In fact, 88 per cent of consumers were unlikely to buy from a brand that ignored their complaints on Facebook or Twitter.

So who are the winners and losers on social media? In general, supermarkets, telecommunications, and retail banks were the worst offenders while restaurants and department stores had it down.

Conversocial’s study ranked how satisfied customers were with a brand’s social media presence. Most of those surveyed answered “no opinion,” which means that while a brand wasn’t doing anything wrong it wasn’t doing anything right either.

Here’s how they rank in terms of the per cent of people who were satisfied with their social media interactions:

Best Buy: 50.8 per cent

Subway: 48.8 per cent

Target: 47.8 per cent

Walgreens: 45.8 per cent

J.C. Penney: 42.5 per cent

McDonald’s: 41.9 per cent

CVS: 41.4 per cent

Apple Store: 40.8 per cent

Starbucks: 40.8 per cent

Walmart: 40.3 per cent

Burger King: 39.2 per cent

Verizon Wireless: 37.3 per cent

AT&T Wireless: 34.8 per cent

Macy’s: 33.9 per cent

Sears: 33.1 per cent

Dell: 32.7 per cent

Game Stop: 32.4 per cent

The Gap: 31.2 per cent

Bank of America: 31 per cent

Radio Shack: 30.4 per cent

Rite Aid: 28.7 per cent

Comcast: 27.9 per cent

Nordstrom: 26.1 per cent

Citi Bank: 25.8 per cent

7-Eleven: 25.3 per cent

Costco: 23.5 per cent (largest per cent that didn’t respond: 46.1 per cent)

Time-Warner Cable: 23.3 per cent

Neiman Marcus: 22.2 per cent

Chase Manhattan: 21.2 per cent

The Limited: 20.2 per cent

Safeway: 19.2 per cent

HSBC: 18.2 per cent

TD Bank: 16.3 per cent

Shoprite: 16 per cent

A&P: 16 per cent

Publix: 15.8 per cent

Cablevision: 14.6 per cent

Supervalu: 8.9 per cent

When looking within individual fields: Subway was better than Starbucks, McDonald’s trumped Burger King, Best Buy beat Apple, and Target dominated department stores.

conversocial social media customer service

Photo: Conversocial

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