What Can Twitter Tell Us About The Success of The Top Selling Car Brands In The UK?
The top three best-selling car models in the U.K. during June 2018 were the Ford Fiesta, Volkswagen Golf and Vauxhall Corsa; combined they sold 23,849 cars over the month. We decided it would be interesting to see if social media conversations around these models give any idea as to their success.
Media Measurement looked at how U.K. Twitter posts related to these three models over the course of June, having removed irrelevant content – including the sale of second-hand cars on eBay, content from the car manufacturers themselves, stolen cars, and classic cars of the same model. We then coded the relevant content for the themes that were focused on.
Below are the results of our study:
As the above shows, the reliability of the car and its interior layout and comfort received the fewest mentions. Television adverts were only referenced in relation to the Vauxhall Corsa and were generally negative in sentiment:
This shows the importance traditional broadcast media still has in influencing social conversations. The optional extras (air conditioning, sports seats, etc) on offer ranked 7th in terms of buzz with general praise of the models placing 6th. For the latter, Twitter users were recommending particular models to their friends or highlighting their excitement at having just purchased one of the models.
Practicality is obviously a strong consideration for car owners. Much of this content related to that age old question; how good the boot space?
The cost of the initial purchase, or finance/lease costs, as well as the cost of running the cars, was also a prominent theme during the month:
The third most mentioned theme during June was the looks of the respective cars:
The performance of the cars ranked second in June. This was mainly due to the news that the 2020 model VW Golf R was going to be the fastest ever, with some other references to the performance of other Gold models, and the Fiesta and the Corsa:
Links to reviews of the various Fiesta, Golf and Corsa models, both current and upcoming, ranked first. Those were mostly retweets of content from the Twitter handles of various automotive outlets, illustrating the strength of these traditional influencers (Top Gear et al) on the social conversation:
This short study illustrates the power of social media in showing how smaller brands, and more established brands trying to launch new models, what they should be aiming for in terms of creating a buzz amongst potential customers. It also shows what Media Measurement can do within the automotive (or any other) industry in studying social and online conversations.
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