AUSTIN, Texas, Oct. 18, 2012 (GLOBE NEWSWIRE) -- Bazaarvoice (Nasdaq:BV) today released The Conversation Index Volume 5, a new research study that investigates Twitter's role and influence in brand-related conversations. In the latest volume of its quarterly research series, Bazaarvoice reveals patterns and relationships at the intersection of social data, traditional media, and business performance, offering new insight to help marketers understand how they can capture and use social data to drive their business.
- High Twitter volume tends to coincide with high closing price. The same triggers that make stocks move upward tend to make social chatter spike.
- Somewhat counter-intuitively, the factors that typically send a stock downward tend not to spur an increase in conversations on Twitter. Rather, a brand's buzz on Twitter tends to decline as its stock falls.
- Product reviews mention price more often when consumer confidence is low. Likewise, price mentions fall as the Dow Industrial Average rises, and they rise as the Dow falls.
- Twitter users tend to reveal their personal interactions with brands. They mention what "new" products they're wearing "today" and use words such as "my" and "I."
- Comparison shopping begins in the search box. Top search terms tend to be at the level of product lines and categories. Specific products were mentioned in only three of the top 20 "Adidas" search terms, which also included competing brands.
- Reviews are a rich social data source for product-level insights. Since they typically are tied to a specific product, reviews tend to focus on specific product qualities, adjectives and other expressions of sentiment.