In today’s socially charged world, a simple tweet, post or pin from a customer could prove detrimental or profitable for a business. Most company mentions, however, aren’t connected to a positive or negative message. They tend to be neutral communications.
Data released in May 2014 by real-time media monitoring app mention revealed the results of an analysis of more than 1 billion worldwide company mentions collected from early 2012 to March 2014. The research found that 76.6% of company mentions were neutral. Meanwhile, 17.6% of mentions were positive, and just 5.8% were negative.
The overwhelming neutrality of posts is an indicator that people are increasingly relying on social media for customer service. Most of the neutral company mentions were from people seeking assistance and asking questions.
The volume of company mentions fluctuated throughout the week, with Thursday seeing the most interaction from influencers. Some 15.8% of company mentions were sent on Thursday, followed by Tuesday, with 15.7%. Although the weekends saw the least amount of interaction, it doesn’t mean influencers were altogether silent. Approximately 12% of company mentions occurred on Saturday and 11.4% on Sunday.
Another important factor for marketers to consider when analyzing their interactions with influencers is language. While the majority of posts—64.4%—were written in English, a significant portion of influencers communicated in French (16.2% of mentions) and Spanish (11.3%).
eMarketer expects the number of social network users worldwide to grow 12.5% this year to hit 1.79 billion, representing 63.4% of internet users and 25.0% of the global population.
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