Increasing adoption of social media by web users across the globe has evoked discussions, story sharing and opinions pertaining to various global brands on social media sites. People are increasingly using social media to place any query, complaint or share their experiences on social media by tagging the brand name, so as to notify the brand page admins to go through the discussion or message. It is vital for all brands to be active on all major social media sites to keep a watch on discussions prevailing and related to their social media sites, as it a prolific center for customer feedback.
Leading first generation social media tools provider for enterprise, uberVU, conducted a survey which tracked mentions of 5 top brands in 5 industries – retail, financial services, auto, airlines and beverages – to compare the percentages of positive and negative mentions in the last 3 months (holiday shopping season). Few interesting findings from the report are listed below.
- For brand sentiments (-Ve) in retail section, Walmart Inc. (NYSE:WMT) was number one in terms of negative sentiments with 20%, followed by Sears with 15% and JCPenny with 12%.
- Retail giants garnered a lot of mentions on social media sites in the holiday shopping season. An average of 12% negative sentiments were mentioned for brands in the retail section.
- In case of positive brand sentiments on social media, KOHL’S was the leading retail brand with 33% positive sentiments, followed by Target Corp. (NYSE:TGT) with 31% and macy’s with 29%.
- In the financial sector, JP Morgan was bottom-most with 18% negative brand sentiments, ally and Bank Of America Corp. (NYSE:BAC) did little better with 16% negative sentiments.
- Promotions of special deals and perks have given credit cards an edge over banks. American Express Company (NYSE:AXP) was topmost with 45% positive sentiments, followed by DISCOVER (NYSE:DFS) with 38% positive sentiments, MasterCard Inc. (NYSE:MA) as next in line with 34% positive sentiments on social media sites.
- In the Auto industry, Subaru was listed as number one with 35% positive reviews/sentiments on social media sites, followed by Volvo with 29% and Fiat with 26%. Chrysler ended up last with 14% negative sentiments, Honda Motor Co. (NYSE:HMC) with 13% and Volkswagen garnered 11% negative reviews.
- Airline industry was dominated by JetBlue Corp. (NASDAQ:JBLU) with 36% positive reviews, followed by Virgin Atlantic with 35% and Southwest Co. (NYSE:LUV) with 31% positive reviews on social media sites.
- Top Beverage brands like Dr Pepper Inc. (NYSE:DPS), Snapple and Mtn Dew recorded 36%, 35% and 31% positive sentiments respectively. Beverage industry recorded 16% average negative sentiments which is the highest across different sectors.
- Pure Life ended last with 39% negative brand sentiments, Dasani recorded 23% and Kool Aid 22% of negative sentiments on social media sites.
- Technology/ computer products are hot sell-outs right now. Apple Inc. (NASDAQ:AAPL) was the leading technology firm with 31% positive sentiments, followed by Dell Inc. with 19% and IBM with 16% positive sentiments.
- Hewlett Packard was bottom-most with 11% negative brand sentiments, Samsung Corp. (KRX:005930) and Microsoft Corp. (NASDAQ:MSFT) recorded 10% negative sentiments each.