20 Companies Most Susceptible To Negative Comments Via Twitter

In my previous post, I listed companies that were susceptible to negative feedback via Facebook. Now it’s time to look at Twitter. In the report How Consumers Give Feedback, we analyzed what US consumers did after they had a very bad or a very good experience.

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 tweet about a very bad experience.

As you can see, Days Inn, Courtyard By Marriott, Hyatt, Continental Airlines, 21st Century, and Bright House are more than three times as susceptible to having a bad experience show up on Twitter.

The bottom line: These firms need to think a bit more about Twitter than the average company


Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

5 thoughts on “20 Companies Most Susceptible To Negative Comments Via Twitter”

  1. It seems that in terms of industries, Hotels are particularly susceptible to negative comments via Twitter (and from your other posts, Facebook and Third Party Ratings Sites as well). Is this a fair conclusion? Or is this because your sample simply included a lot of hotel brands? And if so, any thoughts as to why?

    1. Hi Adrian: Good question. The sample included 140 companies across 12 industries. The research showed that that wealthy, educated consumers tend to be the ones that most frequently use those channels. My guess is that the hotels show up high on this list because their customers tend to be more educated and wealthy than the general population (note: I didn’t run the data on this, just an educated guess).

  2. Does anyone have the twitter handle for Days Inn at all? Just wondering, as I can’t seem to find it myself (even though I like to think I’m educated). 🙂

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