Positive messages on Twitter and Facebook have a bigger impact than posting anything negative, according to new research.
According to a new computational science study by University of Southern California researcher Emilio Ferrara and Zeyao Yang published in the Peer J Computer Science Journal, negative content spread faster than positive content.
The researchers however found that positive content was more readily shared and therefore reached a wider audience.
Using a sentiment analysis algorithm which picked up on negative and positive messages and tones, they examined emoticons, slang and other linguistic cues to create a “sentiment score”.
They then looked at how often positive and negative postings were favorited and reposted. Positive posting were way ahead of anything negative
The study has significant implications for marketing teams using social media.