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