Reputational scores slump according to analysis company
Negative social media comment has hit the brand reputations of TalkTalk and Lycamobile.
Both telco’s came bottom of league table measured by reputation intelligence company Alva.
TalkTalk has been hit by negative comment over Sir Charles Dunstone’s links to private hedge funds and as well as press articles about the difficulty of switching broadband.
Meanwhile Lycamobile suffered from poor reviews that were spread around by social media.
BT and Sky also faced higher levels of negative sentiment on social media platforms.
“While not weighted as high as other forms of content, the cumulative effect of negatively charged content coming from social media bring down BT and Sky’s December scores, though they remain in moderately positive territory. In addition, these companies did not perform as well on holiday-related offers and events, letting top performers gain a run-away lead”, said Alva.
Positive reaction to community-focused initiatives
Tesco Mobile and Vodafone were top of Alva’s league table due to community-focused initiatives and charity drives that addressed Covid issues.
Vodafone’s reputation got an uplift from its ‘Light Up’ Christmas initiative, “Keep Connecting” messaging and related winter offers. This boosted its December score by 38 per cent.
O2 and Three customers also did well on social media with people praising, free unlimited data giveaways.
Alva monitors more than 80,000 news sources including print and broadcast outlets, three million blogs and forums and over 100 social media platforms to measure the sentiment and reputation for organisations.