If you were one of the over 3.5 billion average daily searches queried on Google during the day of September 1st, you very likely noticed an interesting change. Google’s iconic logo was replaced with minimalistic video unveiling the fresh new logo they have decided to brand the company, aligning themselves more with their new parent company Alphabet.
As is expected of the media in light of such a monumental change, opinion articles and blogs flooded the internet. A mix of praise and dissection of the rebranding campaign, all the way to impassioned disdain for it, there was no shortage of opinions to be found all vying for their judgment to be heard. But these articles are just that, opinions and personal judgments on the logo based on the whims of the author behind the keyboard.
Where the media coverage gets interesting is when opinion turns into a biased representation of information on the logo change. In an article titled “Congrats to whoever created the new Google logo in Word on their lunch break”, the author sources a number of tweets about the new logo and refers to the differing viewpoints as nothing short of “polarizing”. While these opposing viewpoints may be very different, the manner in which the article presents these tweets clearly paints the logo change in a more negative light, and alludes to the fact that social media is afire with disparate posts.
In reality, the social media response to Google’s logo change was overwhelmingly positive. Ignoring news sharing posts and retweets in our analysis, we found that the response to the revamped logo was 85% positive, with only 11% of over 20,000 posts speaking negatively about the logo change.
People took to social media in droves to express their love of the new logo, and any naysayers were definitely in the minority. A breakdown of topics shows even more clearly how people were discussing the topic, with “love” being a key part of the conversation.
When presented with all of this information, it becomes clear how important it is to obtain unbiased consumer opinion when analyzing the response to major brand changes or product releases. Social media is a vast trove of data that can be used to inform brand managers and marketers of the effect produced by their efforts, but if analyzed incorrectly or presented in a biased manner it becomes useless.
Leveraging social media, and the vast amount of unsolicited consumer opinion offered by it, is absolutely critical to understand a consumer’s organic response to something. In the case of Google’s new logo, we can see how easily opinion can creep into published articles, and how careless interpretation of data can make things seem different than they actually are.
In the end, the public’s opinion is the only opinion that really matters, and if you take a look at how Google’s users responded to their new logo, you can easily see that it was a resounding success.
For more information about the value of social analytics, read our blog here.