An analysis of how Fortune 500 companies respond to users replying to company tweets
With hundreds of millions of active users generating almost a half of a billion tweets each day, Twitter has solidified itself as one of the most popular websites in today’s digital world. Because of this popularity, companies seeking to leverage the large audience have gravitated toward Twitter. Th...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
LLC "CPC "Business Perspectives"
2017-12-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/9655/IM_2017_04_North.pdf |
| _version_ | 1818415743399624704 |
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| author | Michael North Cong Li Jiangmeng Liu |
| author_facet | Michael North Cong Li Jiangmeng Liu |
| author_sort | Michael North |
| collection | DOAJ |
| description | With hundreds of millions of active users generating almost a half of a billion tweets each day, Twitter has solidified itself as one of the most popular websites in today’s digital world. Because of this popularity, companies seeking to leverage the large audience have gravitated toward Twitter. This study examines how the Fortune 500 uses Twitter by analyzing 9,122 corporate tweets and 1,509 user replies through the use of content analysis. Examined factors include interactivity (non-interactive vs. reactive vs. interactive), company type (B2B vs. B2C), and user reply valence (positive vs. neutral vs. negative). Company response time to user replies is also investigated. The study results point to interactive tweets generating the most engagement. B2Cs not only respond faster to user replies but also generate more engagement than B2Bs. Negative replies can decrease engagement for B2Bs and B2Cs, but the influence on B2Bs is more profound. Companies responded the fastest to negative replies followed by positive replies and neutral replies, respectively. Thus, a company should assess its own business practices, target audience, and ability to perform customer service before creating a social media account such as Twitter. |
| first_indexed | 2024-12-14T11:39:51Z |
| format | Article |
| id | doaj.art-6369ed6c404141818bd7c72f613e7f6c |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-12-14T11:39:51Z |
| publishDate | 2017-12-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-6369ed6c404141818bd7c72f613e7f6c2022-12-21T23:02:52ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262017-12-01134172410.21511/im.13(4).2017.029655An analysis of how Fortune 500 companies respond to users replying to company tweetsMichael North0https://orcid.org/0000-0001-7362-4058Cong Li1Jiangmeng Liu2Ph.D., Assistant Professor, Communication Department, Central Connecticut State University, ConnecticutPh.D., Associate Professor, School of Communication, University of Miami, Coral Gables, Florida.Ph.D., Assistant Professor, Communication Department, Seattle University, Seattle, WashingtonWith hundreds of millions of active users generating almost a half of a billion tweets each day, Twitter has solidified itself as one of the most popular websites in today’s digital world. Because of this popularity, companies seeking to leverage the large audience have gravitated toward Twitter. This study examines how the Fortune 500 uses Twitter by analyzing 9,122 corporate tweets and 1,509 user replies through the use of content analysis. Examined factors include interactivity (non-interactive vs. reactive vs. interactive), company type (B2B vs. B2C), and user reply valence (positive vs. neutral vs. negative). Company response time to user replies is also investigated. The study results point to interactive tweets generating the most engagement. B2Cs not only respond faster to user replies but also generate more engagement than B2Bs. Negative replies can decrease engagement for B2Bs and B2Cs, but the influence on B2Bs is more profound. Companies responded the fastest to negative replies followed by positive replies and neutral replies, respectively. Thus, a company should assess its own business practices, target audience, and ability to perform customer service before creating a social media account such as Twitter.https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/9655/IM_2017_04_North.pdfB2BB2CFortune 500interactivitylikereply |
| spellingShingle | Michael North Cong Li Jiangmeng Liu An analysis of how Fortune 500 companies respond to users replying to company tweets Innovative Marketing B2B B2C Fortune 500 interactivity like reply |
| title | An analysis of how Fortune 500 companies respond to users replying to company tweets |
| title_full | An analysis of how Fortune 500 companies respond to users replying to company tweets |
| title_fullStr | An analysis of how Fortune 500 companies respond to users replying to company tweets |
| title_full_unstemmed | An analysis of how Fortune 500 companies respond to users replying to company tweets |
| title_short | An analysis of how Fortune 500 companies respond to users replying to company tweets |
| title_sort | analysis of how fortune 500 companies respond to users replying to company tweets |
| topic | B2B B2C Fortune 500 interactivity like reply |
| url | https://businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/9655/IM_2017_04_North.pdf |
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