Study: How social media sentiment affects your brand’s image

A recent study revealed that the majority of consumers avoid organizations that have negative online coverage. The results of a Harris Poll study on United’s brand image matches the trend.

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It can be severe, such as a man being dragged off a plane (United Airlines) or it can be relatively minor (Cracker Barrel and the tale of Brad’s wife). In either case, inaction—or action that is rude or dismissive—can allow the situation to boil over into a social media brouhaha.

The bottom line is this: Customer service matters more than ever, and new research from Corra proves it.

In the firm’s recent study, 88 percent of consumers said they have avoided an organization because of negative social media coverage. Nearly 90 percent of customers say they’re willing to give companies two chances to prove themselves before ultimately writing them off for good.

The study reveals which online platforms customers use to complain:

1. Amazon

2. Facebook (personal page)

3. Yelp

4. Twitter

5. Facebook (group or business page)

6. Reddit

7. TripAdvisor

8. Better Business Bureau

9. Google Maps/Businesses

10. YouTube

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