Study: What We Post on Social Networks Depends on Our Moods

By Joe Gullo

Published 06/03 2014 10:23AM

Updated 06/03 2014 10:29AM

Social media has made it easier than ever for us to voice our opinions about customer service, a certain brand, or any of the goods and services that we're all using. A new study suggests that how and what we post may be based on our mood.

Using social media, this study says, gives all of us as consumers a "virtual megaphone" and it turns out that where we post and how we post says a lot about our mood -- before we even write a single word.

If we're happy about a service or company, we are more likely to post a photo on social media. If our mood is more negative, don't hold your breath for a snapshot. This is all according a new study done by the San Francisco marketing startup Chute.

It's study analyzed the sentiment of texts and photos about 30 major brands like McDonalds, Nike, and Delta, among others.

It found that photo posts were four times more likely to have positive feelings attached to them and that just simple texts were two and a half times more likely to contain negative sentiments.

The researchers say the likely explanation is that people tweet quick news and information -- usually a few words when they are unhappy with a service, like a flight being delayed but they are more likely to attach a photo to a positive experience, like a boat ride on the ocean, where a photo better communicates emotion and context.

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