A report from Langer Research Associates found that Twitter, despite its popularity, is viewed unfavorably by 36 percent of Americans. Social marketers may not want to stop investing in the microblogging site in spite of these findings, and they will be happy to learn that other networks are generally viewed more favorably.

In a recent survey produced by ABC and conducted by Langer Research Associates, 36 percent of respondents said they hold an unfavorable view of microblogging website Twitter. Thirty-four percent said they like the social network, but the large portion of consumers who do not like Twitter is especially interesting given its popularity. Nonetheless, marketers might not want to pull the plug on their Twitter marketing campaigns.

Brafton recently reported that Twitter currently has more than 150 million active users. Moreover, the platform is a primary focus of 82 percent of companies with social media marketing campaigns. The study asked a sample of 1,007 consumers what they thought of various social networks, and Langer didn’t indicate how many respondents were active users of included platforms. Incidentally, Twitter was also the network with the largest share of respondents indicating they “didn’t know” how they felt about the site (31 percent).

Google is viewed favorably by 82 percent of respondents, according to Langer. Just 9 percent said they have an unfavorable view of the company and 10 percent said they aren’t sure.

Apple and Facebook also registered greater approval rates than Twitter, with 74 percent and 58 percent respectively.

Brafton recently reported that Twitter’s following is largely due to its role as news aggregator for users. Aside from the apparent utility of the platform to help users maintain contact with friends and colleagues, 33 percent of consumers said they follow accounts that provide them news content.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.