The study, which was based on an analysis of 1 billion global mentions of 200,000 companies across social networks and websites, found 75.5% of all interactions to be run-of-the-mill, such as questions about products and requests for customer service.
Of the remaining mentions, 17.6% were clearly positive and only 5.8% were clearly negative.
Below, additional key findings from the report.
Mentions by Day
- Online mentions of companies are spread fairly evenly throughout the workweek, with Thursdays seeing slightly more than other days on average, the analysis found.
- Weekends see fewer online mentions on average.
People and Platforms
- 91% of all mentions examined came from people with fewer than 500 followers.
- 67% of all company mentions occurred on Twitter, in part because many brands now use it as a customer service platform.
About the research: The report was based on an analysis of 1 billion global mentions of 200,000 companies across social networks and websites.