In the recent Temkin Group Insight report, How Consumers Give Feedback, we analyzed what US consumers did after they had a very bad or a very good experience. One of the areas we examined was the use of social media outlets like Facebook and Twitter.
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 post a very bad experience on Facebook.
As you can see, Days Inn, E*TRADE, and Apple are twice as susceptible to having a bad experience show up on Facebook.
The bottom line: These firms need to think a bit more about Facebook than the average company