20 Companies Most Susceptible To Negative Comments Via Twitter

In my previous post, I listed companies that were susceptible to negative feedback via Facebook. Now it’s time to look at Twitter. In the report How Consumers Give Feedback, we analyzed what US consumers did after they had a very bad or a very good experience.

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 tweet about a very bad experience.

As you can see, Days Inn, Courtyard By Marriott, Hyatt, Continental Airlines, 21st Century, and Bright House are more than three times as susceptible to having a bad experience show up on Twitter.

The bottom line: These firms need to think a bit more about Twitter 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.

5 Responses to 20 Companies Most Susceptible To Negative Comments Via Twitter

  1. Tmgirvin says:

    If I knew your twitter account I’d post that I don’t trust market research that doesn’t know what market AirTran is in.

  2. Adrian Ho says:

    It seems that in terms of industries, Hotels are particularly susceptible to negative comments via Twitter (and from your other posts, Facebook and Third Party Ratings Sites as well). Is this a fair conclusion? Or is this because your sample simply included a lot of hotel brands? And if so, any thoughts as to why?

    • Bruce Temkin says:

      Hi Adrian: Good question. The sample included 140 companies across 12 industries. The research showed that that wealthy, educated consumers tend to be the ones that most frequently use those channels. My guess is that the hotels show up high on this list because their customers tend to be more educated and wealthy than the general population (note: I didn’t run the data on this, just an educated guess).

  3. T-roy says:

    Does anyone have the twitter handle for Days Inn at all? Just wondering, as I can’t seem to find it myself (even though I like to think I’m educated). 🙂

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