Around the World in 140 Characters: A UXalliance Study

This research analyzes how companies communicate with their consumers in several countries using their official Twitter accounts. Is this communication clear, efficient and adequate?

The use of Twitter by global companies is not uniform, as executives are still trying to figure out the importance and usefulness of this social media platform. Companies face difficulties which relate directly to the user experience, such as the look or branding of the page, the ease of identifying their Twitter profile as an official one, the overall credibility of the messages and the use of several Twitter functionalities.

This scenario motivated the UXalliance, a global network of leading user research companies, to engage almost 40 of their UX professionals from 17 different companies around the world to study the Twitter accounts of 10 global companies. Their goal was to discover which practices would be most efficient for companies to make the most out of their time on Twitter.

As regular Twitter users, we interacted with 10 of the 50 World’s Most Admired Companies, as listed by Fortune Magazine in 2010. The selection criterion for our research was that the companies should have a local Twitter presence in a large proportion of participating countries.

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