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I just read an interesting report on eMarketer.

It found that over 48.5% of tweets that menitoned companies were comments. It is no surprise. What do you think?

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  • Latest Post Latest Post by MktgRob

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Useful follow-up to the original post. ’s reference and ’s point that Twitter is a place where people “have their say” change how brands should act: treat Twitter mostly as a listening and insight channel, not just a broadcast platform.

Practical monitoring and triage steps to apply right away:

  • Capture mentions, common misspellings and product SKUs, plus related hashtags.
  • Auto-tag incoming mentions into categories: praise, complaint, question, neutral comment, and potential influencer share.
  • Triage: urgent public complaints (escalate to customer service or PR), actionable questions (assign to support), everything else (monitor or respond selectively).

Keep measurement focused on decisions you can make:

  • Weekly trends in mention volume by category.
  • Response rate and median response time for actionable items.
  • Sentiment mix and changes after campaigns or product fixes.
  • Share of voice versus competitors and problem recurrence (issues that keep coming back).

Operational best practices and cautions: respond humanly and fast for real problems; acknowledge publicly then take sensitive details to DM; avoid blanket automated replies that feel robotic; integrate mention tags into CRM so product and support teams see recurring issues. When a negative spike appears, increase monitoring, verify if it’s a genuine customer issue or bot-driven chatter, and escalate to PR if it shows sustained reach. Following these steps turns casual commentary into useful product insight and better customer outcomes, which echoes ’s point about Twitter’s value as a public forum.

Member Avatar for MktgRob

I just read an interesting report on eMarketer.

It found that over 48.5% of tweets that menitoned companies were comments. It is no surprise. What do you think?

Having not read the whole report (I will) but going solely on the fact you present, I am not surprised because Twitter is another, possibly better way, for people to have their say about products. A positive use for twitter as opposed to creating Twittter celebrities.

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