Recently, the University of Vermont conducted a study of tweets throughout the country, identifying the use of positive words such as rainbow, love, and LOL as an indication of happiness and negative phrases like pain and b**ch as a signifier of unhappiness. The analysis of certain key words pointed to the conclusion that Hawaii is the happiest state, while Louisiana is the most depressed state.

But the study is flawed for a number of reasons. First, it does not take into account the context of the tweets. With the vernacular of the younger generation (the most frequent Twitter users) sometimes using curse words in a sarcastic, but not necessarily negative way, the studies results may very well be a flawed interpretation of the data. While you and I may consider words such as b**ch, s**t, or ugly as negative and hostile, others use these words without disparity, and perhaps even with humor.

Since context isn’t taken into consideration, its impossible to truly gauge positive or negative meanings. For example, someone could sarcastically Tweet, Wow, this is just great. I love that I didn’t get the job but they hired someone way less qualified. Just beautiful! There weren’t any negative words in the commentary, and by the studies standards, at least three of the words were positive (love, great, and beautiful). But clearly, the person tweeting was NOT happy.

Beyond that, words such as rainbow would most likely be used more frequently in Hawaii than say, in Indiana. The adjectives associated with viewing a rainbow also include more positive words, such as: beautiful, colorful, majestic, etc. Plus, with Hawaii a popular vacation destination, it also stands to reason that those tweeting will be in a better frame of mind, and hence, will be communicating more positive words.

Considering that the study only isolates words used in one particular form of communication, there are limitless holes in the analysis. Perhaps people are more likely to Tweet when things are going well, but they retreat and stay more private when they are experiencing difficulties or struggles.

As a leader, you must never put your trust in misleading DUD information. It’s imperative that you carefully gauge what you say and never draw conclusions based on incomplete or unreliable assessments. The same holds true for decisions you make regarding personnel, strategy, or customer relations. Its vital to not only get the facts, but to be sure the facts are truly what they seem.

The only way to WOW is to act and react in a responsible, educated, and intelligent manner, without being steered off course by the inaccuracy of DUD data.

–Sheri Staak