Are tech companies in pitfall because of customers' online mentions?

The digital realm is in constant flux, with social media at the forefront of this evolution. To effectively engage audiences, brands must stay abreast of these changes.

Brandwatch analyzed 718.6 million online mentions of 347 brands in eight sectors from February 1 to July 31, 2024.

BRANDS' LIMITED ROLE IN SHAPING CONVERSATIONS

A striking revelation from the report is that brands initiate just over 1% (1.11%) of discussions related to them. This underscores the importance of social listening and proactive engagement to remain relevant in consumer dialogues.

EMOTIONAL RESPONSES VARY BY INDUSTRY

Understanding the emotional tone of brand-related conversations is crucial:

👉 Entertainment and retail sectors elicit the most joy, with 56% and 54% of mentions categorized as joyful, respectively.

👉 Consumer tech companies face challenges, with 37% of mentions expressing anger.

👉 Food and CPG sectors encounter higher levels of disgust, accounting for 29% and 28% of mentions, respectively.

👉 Energy companies see significant sadness and fear, with 29% and 14% of mentions reflecting these emotions, respectively.

GENERATIONAL ENGAGEMENT TRENDS

Engagement varies across generations:

👤 Baby boomer are more vocal about energy brands.

👤 Gen Z and millennials dominate discussions in the entertainment sector.

👤 Gen Z is also the most representative in tech sector.

OPTIMAL TIMING FOR BRAND MENTIONS

Timing plays a pivotal role in social media engagement:

📅 Wednesdays and Thursdays are the peak days for brand mentions.

📅 Sundays tend to be quieter.

📅 Brands being representative in the entertainment and energy sectors receive the highest share of brand-related conversations on Friday.

STRATEGY FOR 2025

To thrive in the evolving social media landscape, brands should consider the following strategies:

💡 Active social listening: Every brand should monitor and participate in organic conversations to maintain a positive narrative.

💡 Emotion-centric content: Brands should develop campaigns that evoke positive emotions, especially in industries prone to negative sentiments.

💡 Generational targeting: They should craft messages that appeal to the predominant age groups engaging with your industry.

💡 Strategic posting: Brand posts scheduled during peak engagement days to maximize reach.

By integrating these insights, brands can foster deeper connections with their audiences and navigate the dynamic social media environment effectively.

More of the topic on Brandwatch: https://www.brandwatch.com/reports/state-of-social/view/