US Social Brand Mentions, July 2012 – June 2013 [CHART]
Brand conversations are on the rise on Twitter, and Twitter users who mention brands have an increasingly amplified voice. While the social space no doubt heightens the opportunity for good PR, bad news can also spread like wildfire. (Recent research suggests that bad customer service interactions are more likely to be shared on social media than good experiences.) New data from Adobe sheds light on social sentiment trends, suggesting that brands are gradually being mentioned in a more positive light in the US.
Adobe’s sentiment analysis ranks social mentions from 1 (negative) to 10 (positive), with 5 being neutral. Looking at the past year, Adobe shows that average social sentiment in the US (measured across Facebook, Twitter, YouTube, Blogs, and Tumblr) has climbed from a neutral score of 5 in July 2012 to a slightly positive score of 5.28 last month. While that doesn’t seem like a steep climb, the trend has been more pronounced in the past 9 months or so, after sentiment hit a low of 4.77 in October. Read the rest at MarketingCharts.