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Reading Reflection: “Micro-blogging as Online Word of Mouth Branding”

Posted in Uncategorized by filizefe on June 29, 2009

Source:

Jansen, B. J., Zhang, M., Sobel, K., and Chowdury, A. (April 2009). Micro-blogging as online word of mouth branding. In Proceedings of the 27th international Conference Extended Abstracts on Human Factors in Computing Systems (Boston, MA, USA, April 04 – 09, 2009). CHI EA ‘09. ACM, New York, NY, 3859-3864. DOI= http://doi.acm.org.offcampus.lib.washington.edu/10.1145/1520340.1520584

This paper reports research results about micro-blogging (Twitter) as a form of online word of mouth branding. The analysis covers app. 150.000 postings over a 13 week period for 50 brands. Research results show that a significant amount of Twitter postings (tweets) contains some branding expressions with more than 50 percent were positive and 33 percent critical of the company or product. This brings the potential of using micro-blogging (Twitter) for organizations as a marketing and online reputation management tool.

Chart1: More than 60 percent of the aggregate weekly sentiments for the brands were positive (Great or Swell)

Chart1: More than 60 percent of the aggregate weekly sentiments for the brands were positive (Great or Swell)

The report also shows that if organizations start listening online word of mouth, the propensity of micro-blogs to change categories has important implications for businesses. Chart 2 shows how sentiment changed from week to week.

Chart 2: More than 64 percent of the time there was a change in sentiment or a change to no tweets.

Chart 2: More than 64 percent of the time there was a change in sentiment or a change to no tweets.

The report concludes that micro-blogging (Twitter) is a promising competitive intelligence source with a discussion by pointing out:

1-      Micro-blogging can be used to provide information and draw potential customers to other online media, such as Websites and blogs.

2-      With micro-blog monitoring tools, companies can track micro-blog postings and can get valuable customer feedback.

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#uwtwtrbook Research Proposal

Posted in Uncategorized by filizefe on June 27, 2009
Twitpic Sign at Dr Pepper Museum and Free Enterprise Institute

Image Source: "Twitpic Sign at Dr Pepper Museum and Free Enterprise Institute" Flickr.com, David Berkowitz

As a visual communicator and content creator, I want to research the topic of “visual communication via Twitter”.  I am particularly interested in examining the “use of TwitPic in business”, the website allows users to easily post pictures to the Twitter. After writing a thorough analysis of the use of TwitPic, I will reference best practices in an attempt to more clearly understand the use of TwitPic in business. I will use relevant COM597B course reading resources and include class discussions and different opinions regarding TwitPic.