T-Mobile’s CEO John Legere’s “takin’ it to the Man” rhetoric seems to work in the Twitterverse.
We asked the digital marketing company Amobee Brand Intelligence to take a measurement of sentiment around the major wireless carriers on Twitter, and T-Mobile has clearly separated itself from the pack, no doubt with big help from Legere.
In the past month, T-Mobile inspired 78 percent more tweets than any other carrier, Amobee reports. As with all the carriers, the tweets are mainly neutral, but looking at the positive and negative ratios is interesting.
There were 829,214 tweets related to T-Mobile between October 23 and November 23, Amobee says. The sentiment was 13 percent positive, 83 percent neutral, and only 4 percent negative.
Some of the T-Mo tweets were no doubt related to T-Mobile’s most recent “Binge On” announcement that it’s exempting some kinds of mobile video streaming from data limits.
Legere alone is a virtual firehose of tweets. He’s fired off more than 15,000 of them since joining Twitter in May of 2013. That works out to an average of 523 tweets per month. His account has 1.83 million followers.
Actually, Amobee says Legere’s Twitter activity wasn’t the biggest influencer of T-Mobile sentiment over this particular one-month period. The top five accounts retweeting T-Mobile content were doing so in the context of voting for a T-Mobile award given at the American Music Awards November 22nd. A Justin Bieber fan account called @JBCrewdotcom, Amobee says, generated the most retweets, followed by some other fan accounts.
If nothing else, Legere’s tweet storms seem to fire up T-Mobile employees, who see the outspoken CEO as some sort of rock star. It’s unclear how many of the T-Mo-related tweets come from the carrier’s employees.
Not surprisingly, Sprint (with its chronically speed-challenged network) got the highest proportion on negative tweets, at 12 percent. But Sprint also got the highest proportion of positive tweets, at 17 percent. The carrier inspired 423,826 tweets total, with 71 percent being neutral.
People wrote 465,345 tweets about Verizon over the past month. Sentiment was 12 percent positive, 81 neutral, and 7 percent negative.
AT&T inspired 427,456 tweets with sentiment being 12 percent positive, 81 neutral, and 7 percent negative.