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BizReport : Social Marketing : August 04, 2016

Twitter is the leading battleground for brands

Twitter is the leading social media battleground for brands, according to recent research, with the vast majority of PR crises beginning on the social platform.

by Helen Leggatt

Visibrain's study, conducted with help from crisis communications specialist Nicolas Vanderbiest from the University of Leuven in Belgium, analyzed more than 100 of the biggest PR disasters over the past 12 months and found that brands are now 13% more likely to suffer a PR disaster than they were just three years ago. Overall, there were 109 crises in 2015, or an average of two per week.

Furthermore, the study found that almost all (94%) PR disasters either started on, or were disseminated via, Twitter. The platform has become a prime arena in which consumers name and shame brands, and are they are quick to jump on those who make a mistake. One in five (19%) of the analyzed PR disasters broke on Twitter - more than on Facebook (16%), YouTube (4%) or on blogs (4%).

"Social media has always been a battleground for brands, and it appears that Twitter is leading the trend," said Nicolas Huguenin, CEO of Visibrain. "Despite many brands feeling that they've finally "got" social networking, Twitter is increasingly moving from a platform for two-way communication to an environment of trolling and provocation."

Tags: brand marketing, public relations, social media

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