Three things you need to know, if you are using Twitter to study consumer emotions

With 313m monthly active users around the world, of which 82% access Twitter via their mobile handsets, Twitter is likely to be a great source of insight into what customers are doing, paying attention to, or talking about. As Pratik Thakar, Coca-Cola’s head of creative content for Asia-Pacific, said, it is like a big focus … Continue reading Three things you need to know, if you are using Twitter to study consumer emotions

Handling negative online reviews: speed and voice matter; status and action frame not so much

The question I get asked most often (after whether social media activity helps with sales and profitability) is how to handle negative online reviews. The comments left by other customers, and any responses left by the company, are available for all to see, and can impact on the company’s reputation. So, many companies worry that … Continue reading Handling negative online reviews: speed and voice matter; status and action frame not so much

When good product reviews are bad news for business

  Customer reviews are a very important source of information for buyers when it is difficult to evaluate or test a product before purchase, as in the case of online purchases. Positive reviews can amplify sales by as much as 0.149, and is particularly relevant for high financial risk decisions, services, hedonic products, and new … Continue reading When good product reviews are bad news for business

Coca-Cola: When it comes to customer feedback, negative is more valuable than positive

As I am putting together some notes on the role of Twitter to study sentiment, I come across an interview with Coca-Cola's head of creative content for Asia-Pacific, Pratik Thakar, here. At one point, Thakar says the following about social media as a source of consumer insight: I believe that social media is a big … Continue reading Coca-Cola: When it comes to customer feedback, negative is more valuable than positive

Social Media users praise brands in private and criticise in public

Jan Kietzmann and I have been investigating how social media users talk about their consumption experiences online, a phenomenon called “electronic Word of Mouth”, or eWoM. While there is considerable research regarding why and, to an extent, how consumers engage in eWoM, our research is novel in that it: Investigates how different aspects of the … Continue reading Social Media users praise brands in private and criticise in public