Twitter Followers of Fortune Global 100 Companies are More Connected and Influential | Be Korea-savvy

Twitter Followers of Fortune Global 100 Companies are More Connected and Influential


In addition to increased social connections, followers of the Global Fortune 100 are 3,274 times more influential than average Twitter followers. (image: LoboStudioHamburg/Pixabay)

In addition to increased social connections, followers of the Global Fortune 100 are 3,274 times more influential than average Twitter followers. (image: LoboStudioHamburg/Pixabay)

NEW YORK, Mar 25, 2014 (Korea Bizwire) – Individuals who follow Global Fortune 100 companies on Twitter are more  connected and more influential than the average Twitter user, according  to research that analyzes the influence and demographics of people using  the social media platform. A detailed presentation and analysis of the  findings is available here.  This study follows Burson-Marsteller’s Twiplomacy research, which  analyzes the influence and reach of world leaders on Twitter.

The research, produced by Burson-Marsteller, a leading global public  relations firm, and StatSocial, a leading social media analytics  platform, found that those who follow the world’s large companies have,  on average, 735 connections across all social media platforms compared  to just 300 average connections for those who do not. 

In addition, those who follow the world’s largest global corporations on  Twitter are: 

  • Male: 1.3 times more likely to be male than the average Twitter  user. 
  • Older: 1.3 times more likely to be between 46 and 55; and 1.4  times more likely to be between the ages of 36 and 45. 
  • Global: Fifty-four percent of the followers of large global  companies are from the United States, but followers of large global  companies are 1.3 times more likely to be from the United Kingdom and  6.4 times more likely to be from Mexico than the followers of the  average Twitter account. 

Followers of large global companies on Twitter are also more likely to  be interested in automobiles (1.2 times), business (1.2 times),  technology (1.2 times) and politics (1.09 times) compared with average  Twitter users. 

In addition to increased social connections, followers of the Global  Fortune 100 are 3,274 times more influential than average Twitter  followers. Follower influence, however – defined as how well connected  the followers are across 60 social sites – varies by industry. According  to the study, companies in the technology and automotive sectors have  the most socially connected and influential followers. Their followers  are approximately 1,300 times more influential than the average Twitter  user. Conversely, followers of leading global healthcare and retail  companies are just 43 and 329 times more influential than the average  Twitter user. 

Social Connectivity and Influence of Followers by Sector 
              
      Influence (measured as times stronger than average  user)     Average Number of Connections across Social  Platforms 
Large Global Companies     3,274     735 
Technology Companies     1,364     815 
Automobile Companies     1,239     1,573 
Financial Companies     614     985 
Telecommunication Companies     452     1,100 
Energy Companies     330     734 
Retail Companies     329     902 
Healthcare Companies     43     1,614 
           

“Having a presence on Twitter enables corporations to reach a broad  online audience,” said Michael Bassik, Burson-Marsteller’s U.S. digital  practice chair. “To effectively attract more influential followers,  marketers of all sizes can benefit from following the example of large  global technology and automobile companies by focusing on compelling  storytelling, responsive engagement and paid media amplification.” 

“It is very much worth the effort for a brand to cultivate its social  audience,” said Michael Hussey, StatSocial CEO. “For marketing purposes  alone it can be a unique goldmine of data—essentially serving as a panel  of consumers whose work, schooling, income, likes and dislikes across  other brands, activities, interests and TV shows can now be known, and  even compared to those of other social audiences’—a competitor’s, for  example. We’ve moved beyond a world where Twitter and Facebook are just  tools for measuring engagement and performing customer service, and into  a world where your social audience is your real-time market research  panel.” 

About this Study 

Data was collected by StatSocial in Q3 and Q4 2013 based on followers of  the largest Twitter account from each of the Fortune Global 100  companies. Burson-Marsteller analyzed data in the seven industries of  the Fortune Global 100 including automobile, energy, financial,  healthcare, retail, technology and telecommunication. 

About Burson-Marsteller 

Burson-Marsteller, established in 1953, is a leading global public  relations and communications firm. It provides clients with strategic  thinking and program execution across a full range of public relations,  public affairs, reputation and crisis management, advertising and  digital strategies. The firm’s seamless worldwide network consists of 72  offices and 84 affiliate offices, together operating in 109 countries  across six continents. Burson-Marsteller is a unit of WPP, the world’s  leading communications services network. For more information, please  visit bm.com.

Source: Burson-Marsteller (via BusinessWire)

 

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