Is your brand health Wretched? - Real Time Twitter Sentiment
May 15, 2008
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I have really been digging Summize.com as of late. I chatted with the guy who started it briefly and I am impressed with what they have going on over there. Their latest tool they released is a real time Twitter sentiment tool. 
I decided to run the top 30 brand names through it to see the “health” of each brand. The scoring system used by this tool is, great , swell, so-so, bad, and wretched. Keep in mind the findings below could very well change by the time you run the tool, hence the “realtime” aspect. I heard they are working on a plotting system so you can keep track of a terms “health” over time, keep an eye out for it.
List of 30 Brands and their associated “Health”
- Google - swell
- GE - so-so
- Microsoft- bad
- Coke - bad
- China Mobile - swell
- IBM - swell
- Apple - swell
- McDonalds - great
- Nokia - swell
- Marlboro - great
- Vodafone – so-so
- Toyota – so-so
- Wal Mart - bad
- Bank of America - bad
- Citi - swell
- HP - great
- BMW - great
- ICBC - swell
- Louis Vutton – n/a
- American Express - great
- Wells Fargo – so-so
- Cicso - swell
- Disney - great
- UPS - swell
- Tesco - bad
- Oracle - swell
- Intel - swell
- Porsche - great
- SAP – so-so
- Gilette – bad
Wanted to throw this in there since its fresh, and on everyone’s mind.
- Obama - great
- Clinton - swell
- McCain - great
Any of these findings strike you as odd? Some of them definitely line up with what I would have assumed, Wal Mart for example.
NOTE: Keep in mind Twitters target audience are mostly technical savvy folks with around 6 men to every 4 women using the service, according to MSN adlabs which predicts demographic information, thus skewing the sentiment a brand or keyphrase receives.
Comments
4 Responses to “Is your brand health Wretched? - Real Time Twitter Sentiment”
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Surprised that Malboro and McDonalds are “great.”
@ Jason
Yea, I think McDonalds shocked me the most…
Great post Brian.
I ran Obama, Clinton and McCain yesterday out of curiosity, and found that Clinton was “bad.”
So I think the caveat here is that the findings can change from day to day.
@Roger
Funny you mention that Roger, I noticed the exact same thing. I ran the term a couple times and noticed it had changed.