Article Analysis: Micro-blogging as Online Word of Mouth Branding
According to the article Micro-blogging as Online Word of Mouth Branding, micro-blogs like Twitter are now serving as electronic Worth Of Mouth (eWOM), forming a eWOM branding which is based on social networking and trust. This aspect is very important, because with the new technology allowing us to increment our social networks through micro-blogs like Twitter, trust needs to be present among the members even if they do not know each other in person. This trust comes from member’s reputation, which is created by being a part of a large conversation first, so that the new member can build a good reputation among his/her social network.
This article also mentions that prior studies show that people use micro-blogs to share their daily activities, or to find or share information with others. The trust is earned little by little and not by imposing their presence in the conversation because they are members of a large corporation. They need to communicate and converse in a human voice. These conversations are creating a branding through sharing their thoughts (experiences) about certain products or services by using a short textual comment like they do in Twitter, which according to this article, is far the most popular micro-blogging application. The popularity of Twitter has reached a point of critical mass where even its messages are now part of the lexicon, now we “tweet”.
In addition, the article shows the results of a research done among 50 brands and analyzed micro-blogs that mentioned these brands in a period of 13 weeks by using a Twitter tool call Summize to search for tweets, and to keep up with any emerging trends in real time. This study showed that more than 80% of the tweets that mentioned these brands had no sentiment. This indicates that Twitter is being used to share general information, asking questions, looking for information, or sharing their activities.
Then they analyzed expressions of opinion or sentiments and found that more than 60% of the sentiments were positive, 22% were negative, 12% were neutral and 5% had no tweets. This showed that one of the main incentives to provide positive eWOM is to gain social or self-approval, this way they can show great purchase decisions more than poor decisions. This can be bad for the reputation of brand making in Twitter. If the Twitter social network is sharing more about positive experiences than negative once, then the information share in this platform can be seeing as incomplete. However, according to this article, Twitter could become a key application in the attention economy “Given the ease of monitoring any brand sentiment, one can view micro-blogging as a promising competitive intelligence source.” Members of Twitter need to stop being afraid of judgment for their poor choices and they need to start blaming the brands instead of the member choices. Then we can say that the information found in Twitter is complete.