ART on Facebook
A brand’s Average Response Time is the average time taken by it to respond to a comment on a Brand Facebook Post or User Post on its Facebook Page. However, note that these responses are calculated only for Posts on the brand Page.
Under the Brand Posts tab of the Analyze Profiles section, the ART for brand responses on proactive content is displayed.
For ART by the brand on User Posts on their Facebook page, head over to the User Posts section under Analyze Profiles.
Fun fact: If you do a stellar job, they’ll even stamp your Page with a ‘Very Responsive’ badge.
ART on Twitter
Does your brand hit reply at lightning speed or does it take its time? A brand’s Average Reply Time is the average time it takes a brand to respond to a Tweet from a customer that mentions the brand’s Twitter handle. However, note that the responses are calculated only for original Tweets directed to a brand; this does not include Retweets.
If a brand is added newly to the Unmetric database, the ART will only be available for the replies posted from the day it has been added.
The Analyze Profiles section of Twitter has a tab dedicated to Customer Service metrics. Here you will find the graph below for the brand of your selection, consisting of the correlation between when the brand is being mentioned, the frequency of replies at that time, with the ART plotted against it.