According to a study that used a new Twitter tracking service to assess the social media performance of top brands, some household names have a long way to go. The service, called Twystery, introduces the principles of mystery shopping into the world of social media, testing how effectively brands respond on their official Twitter feed. It works by assessing a brand’s social media response rate, speed and quality of response. Crucially, the brands in the study were compared to each other by sector and overall. Thirty brands were each sent 30 different tweets by 30 regular twitter users. Overall, the top performers (scored out of 100) were Lloyds, NatWest, Morrisons, Barclays and HSBC. Looking at a sector level, financial services (78) and supermarkets (72) scored most strongly. A surprising finding was that the telecoms sector, an industry one may expect to be very familiar with Twitter, performed poorly, with a score of only 51 and an average response time of 11hr 6 min, almost twice as long as the overall average.
In my opinion, it is very interesting that technology nowadays allows brands to link with other brands. In this case, the social networking site Twitter can track the popularity of other brands such as Lloyds and HSBC through its users.
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