Pear Analytics recently released a white paper that classified 40.5 percent of Tweets worldwide as "pointless babble" and only 8.7 percent as having "pass-along value."
Naturally, the marketing universe blew up in controversy while the skeptics cackled with glee and piled on with more than a few "I told you so's" mixed in for good measure.
Here's an interesting stat that got buried in all the teeth-gnashing and schadenfreude: 37.5 percent of messages are conversational. That probably includes tweets like:
- "This fish taco is great!"
- "The checkout girl at the market absolutely made my day today!"
- "The gnocchi was cold, but the manager comped our bill and gave us a free dessert. We'll be back for sure!"
When you consider that 80% of Twitter usage is on mobile devices, this has huge implications for customer experience. People are no longer just "putting up and shutting up" about a bad experience or poor customer service at a store or restaurant. They are whipping out their phone and tweeting about it as it happens. As we all know, tweets can spread very quickly at the speed of a simple "RT" and before you know it, what was just a simple tweet has blown up into a full-blown crisis or lovefest.
Frankly, I'm hard pressed to find a retailer who would not clearly consider those tweets advanced intelligence or classify them "valuable" and not "babble." Mind (or mine) the chatter.
Bottom line: One person's babble is another's source of a brewing crisis or next great idea.
What do you think? Am I right? Am I off-base or misinterpreting the data?
eMarketer: What are people tweeting about?
Pear Analytics: Twitter study reveals interesting results about usage
With his mantra “it’s about the people, not the technology,” Michael E. Rubin serves as the Social Media Strategist for Fifth Third Bank. As one of the first employees of the Word of Mouth Marketing Association (WOMMA) and the Social Media Business Council, Michael has made his career helping Fortune 500 brands put Social Media to work.
With more than ten years experience in marketing and PR, Michael has partnered with the world’s leading marketers and industry experts to develop Social Media and Word-Of-Mouth into a mainstream marketing disciplines.
Michael serves on the Advisory Committee of the Institute for Social Media at Cincinnati State University, and has lectured on social media at both the University of Cincinnati College of Business and Leadership Northern Kentucky. He resides in Cincinnati with his wife Pam, dog Ruby, and cat Chainsaw (long story). Last but not least, Michael remains a die-hard Chicago Cubs fan and proudly eat hot dogs with ketchup.
Michael E. Rubin
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The views expressed in this post are my own and not those of Fifth Third Bank or any of its affiliates or subsidiaries or of any person or organization affiliated with or doing business with Fifth Third Bank.