20 Companies Most Susceptible To Negative Comments Via Facebook

In the recent Temkin Group Insight report, How Consumers Give Feedback, we analyzed what US consumers did after they had a very bad or a very good experience. One of the areas we examined was the use of social media outlets like Facebook and Twitter.

As a part of the analysis, we examined the difference in social media use across 141 companies. Our analysis looked at how often people that had interacted with those companies had also used social media to talk about a very bad experience in the previous 60 days. We then compared that data to the overall US average.

This chart shows the 20 companies that interact with consumers who are most likely to post a very bad experience on Facebook.

As you can see, Days Inn, E*TRADE, and Apple are twice as susceptible to having a bad experience show up on Facebook.

The bottom line: These firms need to think a bit more about Facebook than the average company

 

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

3 Responses to 20 Companies Most Susceptible To Negative Comments Via Facebook

  1. Ari Herzog says:

    Your inclusion of Days Inn near the top is unsurprising, considering I compared their website to other hotel websites last fall looking specifically for social media icons. You can see the results, showing them at the bottom whereas Best Western was the best (of 7 reviewed) to me.

  2. Steve Vail says:

    There is a central flaw in this analysis. We see this frequently when people analyze sentiment. Measuring only positives or negatives ignores half the equation. The best sentiment metrics take into account both positives and negatives simultaneously. Some topics simply attract more “passion” than others. When negatives are high it is possible that positives are even higher.

    This is what you measured: ”how often people that had interacted with those companies had also used social media to talk about a very bad experience in the previous 60 days. We then compared that data to the overall US average”. What does this say about positive sentiment? Nothing!

    Let’s consider an example. Apple is #3 on the list. Apple is a brand that attracts lots of fans as well as detractors. In my opinion measuring negatives without measuring positives most likely leads us to an erroneous conclusion about how people feel about Apple.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: