Social Media Platforms Sentiment Analysis - Twitter, LinkedIn

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Social Media Platforms Sentiment Analysis - Twitter, LinkedIn

Key Takeaways

  • Only about 7% of Twitter news consumers say they have a great deal of trust in the accuracy of the information on Twitter, while "two-thirds say they have at least some trust in it. This is far higher than the share of Americans (27%) who say they have at least some trust in the information they find on social media in general."
  • Among Americans who are familiar with Twitter, about 46% of those "surveyed wanted to, in the survey’s parlance, “kill it and hope it dies” while 43% wanted to “fuel it to keep it alive.”"
  • According to the 2020 US Digital Trust Survey, LinkedIn is the most trusted social media platform by Americans overall.

Introduction

Information on consumers' sentiment towards LinkedIn and Twitter based on surveys of users and people living in the US has been provided below.

Twitter Brand Sentiment

  • Twitter users are generally positive about Twitter, especially in terms of its use for getting breaking news.
  • According to a study by Pew Research Center, the percentage of Twitter news consumers that say they use the platform to follow breaking news has increased from 59% in 2015 to 70% in 2021.
  • Only about 7% of Twitter news consumers say they have a great deal of trust in the accuracy of the information on Twitter, while "two-thirds say they have at least some trust in it. This is far higher than the share of Americans (27%) who say they have at least some trust in the information they find on social media in general."
  • About two-thirds also say they like the volume of news they see on the platform, compared to 32% that say they are worn out by the volume of news on the platform.
  • Twitter users are also more likely to say that using the app has had an impact on them as shown in the table below:
  • A Harris Poll 2018 survey of Americans found that Americans are divided on how they feel about Twitter.
  • Among Americans who are familiar with Twitter, about 46% of those "surveyed wanted to, in the survey’s parlance, “kill it and hope it dies” while 43% wanted to “fuel it to keep it alive.”"
  • Trust in Twitter is also split between party lines in the US, with Democrats generally having a better view of Twitter and its policies than Republicans. This generally has to do with how content is moderated on Twitter and other social media platforms.


LinkedIn Brand Sentiment,

  • According to the 2020 US Digital Trust Survey, LinkedIn is the most trusted social media platform by Americans overall.
  • The US Digital Trust Survey in 2020 "evaluated consumer perceptions of the major social networks within five categories of trust: security, legitimacy, community, ad experience, and ad relevance."
  • LinkedIn ranked number one in security, privacy and data protection, and ads relevance as shown in the infographic below:

Research Strategy

To provide data on user sentiment towards Twitter and LinkedIn, our research team extensively reviewed media sources, industry databases, research databases, and academic databases such as Pubmed, Business Insider, Harris Poll, Pew Research, Elsevier, Forbes, Cato, among others. We also searched through Twitter and LinkedIn press releases. We focused purely on quantified data on users' sentiment from credible research organizations. While we were able to find research from 2020 and 2021 which we have reported above, we were only able to find two relevant research in the last two years. Hence, we had to extend beyond our guideline of providing only data from the last 2 years and were able to find additional research which is still relevant for Twitter but was unable to find additional research for LinkedIn despite an extensive search. We have provided the details above.

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