Twitter Can’t Seem to Get You to Open Up…
Researchers at Penn State recently revealed the results of a study which looked into how people were using Twitter to talk about products. For Companies, perception is key when it comes to brand building. Many businesses currently fear how people on Twitter perceive their products.
According to this study, companies may not have to worry about Twitter effecting their image. Researchers revealed that the majority of tweets mentioning a brand are casual comments or tweets from someone providing or seeking information. And when sentiment is expressed, it’s generally positive.
The study looked at 150,000 tweets, 11.1% of the brand-related tweets were information-providing while 18.1% were information-seeking. However, the large majority of the tweets – 48.5% – were simply comments made in passing which mentioned the brand but whose primary focus was something else.