Social support benchmarks

The average handling time (AHT) for social media queries is five minutes which is relatively brief. During this time, support agents write up their responses and sometimes transfer or escalate the ticket at hand. According to social media benchmarks, only 0.5% of social media tickets are transferred before resolution, and around 10% are escalated to other support channels. Because of this, the cost per contact on social media is pretty low, averaging at $3 per contact.

On average, a business generates around ten new social media tickets each day. Approximately 60% of these social media support queries are from Facebook, 25% from Twitter, 10% from Instagram, and 5% from Viber. Interestingly enough, only 1% of customers turn to social media support after unsuccessfully attempting to resolve their problems via other channels.

In addition to promoting products and answering questions, businesses can use social media to capture leads. In the average company, five unique leads are captured via social media every day. Unfortunately, conversions are relatively low, with just 1% of interested visitors converting. 

In general, customers who receive support on social media are pleased with the service they receive. Customer service benchmarks for social media suggest that the average customer satisfaction score is 70%, the average net promoter score is +20, and the average customer effort score is 10.