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The evaluation of corporate Twitter profiles of companies representing 17 different countries

Client: UXAlliance
Duration: 2 weeks
End date: September 30th, 2010
Medium: Web
Service provided: Competition evaluation

Companies face difficulties that relate directly to user experience, such as the look of a page, the ability to identify a profile as official, credibility of a message and the use of Twitter’s functionalities.

Challenges

Based on this knowledge, UIDG and the UXallianceUXalliance investigated whether the top global companies recognized by their outstanding reputations also deliver that same outstanding service online when communicating to their customers on Twitter in various locations around the world. The ten global companies surveyed were those shortlisted in Fortune Magazine’slist of the World’s Most Admired Companies 2010.

Stages and specifics

The Twitter study drew upon the talents and expertise of almost 40 user experience professionals from 17 countries across Asia, Europe and the Americas. The study involved local user experience experts in each country reviewing the ten companies’ Twitter accounts for clear, efficient and adequate communication. Combined, professionals sent over 300 queries regarding promotions, support, products or general complaints to each of the ten companies selected. Responses were analyzed, along with company profiles.

Percentage of answered and ignored queries

Results

Findings revealed that Toyota has the best performance on Twitter, presenting an adequate profile and providing quality responses to users within just a few hours. BMW had the worst performance mainly due to users facing great difficulty finding the company’s local Twitter profile.

Best and worst performances on Twitter

With no local account, queries were sent to the global account, which resulted in a disappointing 3 of the 17 countries receiving a response from the company.

Companies Analyzed: BMW, Cisco Systems, Hewlett-Packard, IBM, Intel, Microsoft, Nokia, Samsung, Sony, Toyota Motor.

Countries Tested: Russia, Australia, Brazil, Canada, Czech Republic, Finland, France, Germany, Japan, Netherlands, New Zealand, Poland, South Korea, Spain, Switzerland, United Kingdom, United States.

Please email mail@uidesign.ruto request this full, 27-page white paper. Or you can watch the presentation.

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