The use that the big brands are making of Facebook has begun to generate some criticism. Facebook is a powerful channel that increases sales and after sales services, in parallel, it should save administrative costs and management companies. However, large companies seem to miss this opportunity and instead to reformulate its after-sales departments and address many of the requests and complaints from customers through new channels such as Facebook, companies seem to prefer to waste them. Thus according to one study, only 5% of the publications made by users at Facebook brand pages receive any response.
The airline industry and telecommunications industry are the most active with about 28% of responses to comments on their Facebook pages. But that percentage is far from what might be acceptable. As regards media, the percentage drops to just 1%. Other sectors such as automotive move around 2.5%.
A correct response rate of publications on the walls of the Facebook pages of the brands should be around 75%. Therefore, there is long way to go.