Reputation Institute, a New York-based global private consulting firm, recently conducted an online study among 4,719 consumers to find America’s most and least reputable companies.
The study measured consumers’ perceptions of companies among the 150 largest in the U.S. that they were “somewhat” or “very” familiar with. Forbes has revealed the corporations with the best reputations, which we’ve included below.
But it’s also worth taking a look at how these corporate stars are performing on Twitter. Does success in consumers’ eyes correlate with success on Twitter?
America’s 10 Most Reputable Companies:
1. Walt Disney Co.
4. Kraft Foods
6. Johnson & Johnson
7. General Mills
8. Deere & Co.
9. Coca-Cola Co.
10. Dean Foods
As we’ve discussed time and again, companies have to work hard to achieve social customer service success. It’s not as simple as rallying up thousands of followers and then blindly pushing out content.
15.1 million consumers refer to social media before making purchase decisions, yet more than 73% of tweets directed to the top retail brands on Twitter go unanswered. So I decided to cross-reference the top 10 list above with each company’s Twitter performance. The results:
Twitter content: Disney movie quotes, blog content, fun facts.
Twitter content: Videos, blog content, fun facts, engaging questions, shareable images.
Twitter content: Shareable photos, Amazon products, sales, deals of the day, engaging questions. They don’t shorten their links, which can get annoying from a follower’s perspective.
Engagement: Nil. They direct people to their @AmazonHelp account for Twitter customer service.
Twitter content: Recipes, engaging questions, strategic hashtags. They don’t tweet often at all, sometimes going more than a week without a peep, but they make it clear that the account is run by two human beings, which you can sense as a follower.
Twitter content: Contests, tons of sustainable content (a major push for the company right now), weather delay notifications, shareable photos.
Engagement: So-so. But they also have a separate Twitter customer service account, @UPSHelp.
Twitter content: Promotions, social good content, Twitter chats, parenting content, health content.
Engagement: Pretty good.
Twitter content: Shareable photos, other General Mills social media content, requests for feedback, fun facts, events. Like Kraft, they make it clear that the account is run by two actual people, which you can sense and appreciate as a follower.
Twitter content: Photos, engaging questions, new Deere products, giveaways, other Deere social media content.
Twitter content: Strategic hashtags, seasonal/holiday content, photos, fun facts.
Twitter content: Behind-the-scenes photos, fun facts, social good content.
So, it looks like snagging a top 10 position as a reputable company does not necessarily mean that reputation is coming from engagement with fans or consumers on Twitter.
Does a brand’s engagement with you as a consumer on Twitter make a difference to you in the company’s perceived reputation? If you were to tweet directly at a company, and not receive any response, would your perception sour, or be unchanged? Hit the comments!
(Image via Shutterstock)
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