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Marketers monitoring Twitter for mentions of their brand may have noticed that microbloggers are more likely to give or seek information than to sound off about a product, good or bad.
Researchers at Pennsylvania State University studied nearly 150,000 tweets that named brands and found that nearly one-half of them were simply “comments”—posts that mentioned a brand, but where the primary focus was something else. A further 18.1% were information-providing and 11.1% were information-seeking.
That left just 22.3% of tweets about brands that expressed an opinion one way or another. The good news for marketers: Twitter users were much more likely to express positive sentiments than negative.
One-third of all tweets that expressed brand-related sentiment were “great,” and nearly one-fifth were “swell,” according to the labeling scheme used by the researchers.
While brands often worry about consumers bad-mouthing them via social media, they are also aware of the potential for communicating with customers via channels such as Twitter. More than two-thirds of Fortune 100 companies studied by Burson-Marsteller tweeted about customer service or direct marketing responses in July 2009.
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Check out today’s other article, “The Future of Social Shopping.”
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