B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

22%

22% -- share of brand tweets negative for 50 major brands (2012)

Name: Share Of Brand Tweets Negative Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-04

2012 · n=150,000 · Knight & Carpenter

An analysis of more than 150,000 Tweets concerning 50 major brands found that only 22% of the tweets were negative.

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Attribution: Knight & Carpenter View source

Lighthouse Research Team

Last verified: 2026-10-04 · How we verify data →

Source verified Evidence graded

Value

22%

Unit

Percentage

Data Vintage

2012

Entity

50 major brands

Sample Size

150,000

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Knight & Carpenter Primary Tier A

http://beta21.circussocial.com/case-studies/how-to-build-customer-loyalty-on-social-media/ ↗

Confidence: 34/100 Vintage: 2012 Channel: Common Crawl

Source Article

How To Build Customer Loyalty On Social Media

Original Research

Knight & Carpenter · Original study ↗

Methodology

Analysis of more than 150,000 Tweets of 50 major brands; Knight & Carpenter (2012), Southwestern Mass Communication Journal

Methodology documented

Segmentation

IndustryMedia Company SizeEnterprise RoleSocial Media Manager Channelsocial

Cite this stat

Plain Text

50 major brands: 22% share of brand tweets negative. Source: Knight & Carpenter (2012). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-tweets-negative-share

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<blockquote cite="https://lighthousedata.io/data/brand-tweets-negative-share" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>22%</strong> -- share of brand tweets negative for 50 major brands<br><small>Source: Knight & Carpenter (2012) · <a href="https://lighthousedata.io/data/brand-tweets-negative-share" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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