A simple site that monitors consumers bad mouthing brands on Twitter has recently launched, courtesy of three Australians, James Aviaz, Julian cole and Ryhs Edwards. Simplistic in its design, Twantrum uses Twitter’s API real time search to pull out mentions of consumer brands with anger-related keywords, and displays them for all to see.
Twantrum ranks the consumer ranting in four categories dependent mostly on the profanity used by the person complaining. These go from mild, to restrained, to angry, to Mel Gibson, which tend to feature all caps, a huge amount of profanity and a whole lot of anger.
Whilst Twantrum is for now just a bit of fun, it also highlights the very serious need for brands to be monitoring what people are saying about them on social channels, and to proactively engage with them.
The importance of reputation management
Research from the London School of Economics found that a 2 per cent reduction in negative word of mouth will directly boost sales growth by 1 per cent. Whilst this may not sound like much, dependent on the size of the company, 1 per cent can represent a huge amount of money.
Equally, Dell’s own research found that the average detractor costs the company $57, whilst the average promoter generates only $37.
Social media has enabled customers to discuss brands with a much wider audience, and the potential for a detractor to cause real financial damage is huge. Countless studies have highlighted that consumers trust the opinions of other consumers significantly more than marketing messages. Brands absolutely must be aware of who is talking about their brand online, of any complaints customers may have, and must proactively seek to create a positive shift in the mentions of their brand online.
Failure to do so is a risky mistake.