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Consumers Find Companies That Tweet Are More Trustworthy

June 22, 2010: 12:51 AM EST
Use of Twitter and other microblogging sites apparently builds consumer trust in brands, because they deliver real-time responses, a study by a public relations firm Fleishman-Hillard has found. Three-fourths of consumers surveyed felt that companies that often send short messages (Tweets) or post status updates on Facebook are more trustworthy. The results should be interesting to all companies, but especially to companies facing crises of various kinds, such as BP and Toyota. A key lesson is that companies should not overreact to crises, but should "react with factual information …in minute-to-minute monitoring.” The survey also found that nearly 90 percent of responders used the Internet to compare purchase options for packaged goods and electronics or to make travel arrangements.
Michele Gershberg, "Consumers say: "In tweets we trust" -study", Reuters, June 22, 2010, © Thomson Reuters
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