A recent study by Sysomos, a leading provider of social media monitoring and analytics technology, called Replies and Retweets on Twitter, has some very interesting statistics on how fast ‘word of mouth’ spreads and how quickly replies are needed.
1. Most (71%) of tweets get no reaction. (Not all of them would be satisfaction related ie. positive or negative)
2. Six percent of all tweets get retweeted (forwarded to followers)
3. Of those 92% are retweeted within an hour.
4. 1.63% of retweets happen in the second hour (cumulatively 94.05%)
5. 0.94% take place in the third hour. (cumulatively 94.98%)
6. Almost all retweets have taken place within 48 hours.
Here’s Sysomos’ chart that shows the retweet statistics
Why are Retweet Statistics Important?
Customer satisfaction and dissatisfaction can be spread very quickly using Twitter and it can spread all over the world. In an older blog post about the movie Bruno, there was a huge drop in ‘attendance after the movie goers used Twitter to express their dislike of the movie, resulting in a unprecedented drop in attendees after the first day Bruno was released. Called ‘The Twitter Effect’, it showed the importance of customer dissatisfaction or negative sentiment and how fast it can spread on Twitter.
It turns out the most of the ‘spread’ takes place within an hour. The bulk of the damage is done within an hour or two.
What are the customer satisfaction implications?
1. Businesses need to be monitoring their customer satisfaction sentiment on Twitter.
2. Companies that monitor their customer sentiment and reputation need to be aware that the bulk of the damage and therefore the need for damage control happens within a few hours of the dissatisfaction tweet.
3. If a response is needed, it needs to come quickly, even on nights and weekends.
Sysomos has some interesting statistics on replies as well in the same article.
1. 96.9% of @ replies happen within the first hour of the original tweet.
2. An additional 0.88% of replies happen in the second hour.
3. After that, replies drop off dramatically.
Read the full Sysomos report here.
How is your organization set up to handle dissatisfaction on Twitter? Share your ideas below.