The problem I have with these reports that are coming out (SocialBakers had similar findings at LeWeb London) is what do they mean by customer feedback? Some of the reports I’ve seen use every brand mention as a metric for customer feedback and working on the agency side with large brands, I can tell you most of the mentions some brands receive don’t actually need follow up. Should Yahoo! reply to every mention of their name today (following the announcement of their new CEO)? I would say that no, they don’t need to since most mentions are just RT’s of news stories.
I’m not saying that companies can’t do better but to make their point (because they obviously have a vested interest) marketing sponsored research goes on the assumption that companies should reply to everything and I don’t think they should.
h/t to NevilleHobson