There are two reports that seemingly contradict one another when it comes to how consumers interact with brands on Twitter.
The Twitter for Business Guide, shows us that a higher proportion of consumers express positive opinions with a 26% negative to a 58% positive ratio.
Meanwhile, a recent report from Brandwatch’s Customer Service Index, indicates that more people “tweet” negative remarks about brands with 48% negative to 16% positive.
This may be explained by the two different methods performed by each report. Brandwatch examined the raw data of tweets on Twitter by using reputation monitoring software, while Econsultancy asked users for their feedback.
While the above two reasons may yield differing results the methodology of the Econsultancy report requires a closer look. Econsultancy used the phrase “customer service(s)” or “cust serv” when collecting data, which may be significant because it is possible that more people do in fact compliment brands than not, but with the term “customer service” it may be more likely that they are complaining.
What’s your opinion? How do you think consumers interact with brands on Twitter? Negatively or Positively?
