Of those many tweets floating around regarding business products or customer service, do more fall in the positive or negative column? According to recent research, it depends on who you ask. The customers say they are offering more praise, while the companies are measuring more criticism.
Many companies are under the impression that opinion about brands on Twitter is mostly negative, but a new survey conducted by Econsultancy and supported by Toluna shows evidence to the contrary. The firm’s Twitter for Business Guide, published this week, includes findings from consumer research — which indicates that a higher proportion of consumers have conveyed positive, rather than negative feedback on the social platform. The survey found that 26% of consumers say they have complained about a brand on Twitter compared to over half (58%) who have praised a brand on the site.
The findings contrast with research from Brandwatch’s Customer Service Index, which indicates that the majority of tweets about brands are negative. Brandwatch surveyed brands that are using Twitter for customer service, and used reputation-monitoring software to look at how customers were expressing their views and how brands responded. The contrast in results is explained by a difference in the approach to the research and user perception about how they tweet. While the Brandwatch study analyzed the volume of existing tweets using reputation monitoring software, Econsultancy’s research looks at how consumers observe their experiences of giving feedback.
For now, tweets are king in the social media world. As for tomorrow (or a little further down the road), who knows?