2013 Twitter Research [Charts]
Want to reach marketing decision makers on Twitter? Then check out Leadtail and NetBase’s analysis “How Digital Marketers Engage on Twitter” based on the Twitter activity of 515 North American brand, corporate, and agency digital marketers between between April 1st and June 30th, 2013.
1. Platforms used for Twitter sharing
Active social media users find ways to maximize content distribution. As a result, roughly four out five marketers tweet using the Twitter website or tweet buttons. The break out of apps is: 29% use Hootsuite, 20% use TweetDeck and 11% use Buffer. Further, there’s wide array of cross sharing at lower rates.
2. Mobile Twitter sharing
Overwhelmingly, this segment are loyal Apple users since two-thirds used Twitter for iPhone and another 30% used Twitter for iPad as well as other iOS options. By contrast, only 14% used Twitter for Android. (Here’s more research on use of Twitter via mobile.)
3. Social media platform cross-sharing
4. Content shared on Twitter
80% of the content shared on Twitter by marketers is media; 45% is mainstream media and 35% is industry specific media.
5. Top 25 mainstream media sources on Twitter
It’s worth noting that the list includes traditional media outlets like Forbes, the New York Times and CNN as well as online-only entities like the Huffington Post, Gizmodo and Google.
- Huffington Post
- New York Times
- Fast Company
- Wall Street Journal
- HBR Blogs
- CNET News
- Guardian UK
- Washington Post
- USA Today
- The Atlantic
- Fast Co Create
- WSJ Blogs
- CNN Money
- Fast Co Design
6. Top 25 marketing industry sources on Twitter
By contrast, only 2 of the industry sources have traditional media roots, Advertising Age and Ad Week.
- Business Insider
- Advertising Age
- Ad Week
- All Things D
- Social Media Today
- The Next Web
- Media Post
- The Verge
- Read Write Web
- Hubspot Blog
- Search Engine Land
- Marketing Land
- PR Daily
- Social Media Examiner
- Marketing Profs
- Search Engine Watch
7. Top 10 social media sources on Twitter
The cross promotion of YouTube videos topping the list is interesting since YouTube is the second largest social media site and the second largest search engine. Also of note is the presence of SlideShare, which has fast become a B2B content staple. Since photos are easy-to-snap, share and consume, it makes sense that they account for a large portion of the options.
- Twitter (Photos)
8. Top 25 people marketers tweet
Like most social media participants, marketers mention others to give them credit for an idea or engage them in a conversation. Most of the people on this list are marketing thought leaders with Barack Obama and Hillary Clinton being notable exceptions. Jay Baer tops the list since his new book Youtility came out during this period and make the New York Times Bestseller list. (Note: Jay wrote his first book, The Now Revolution, with number 25 on the list Amber Naslund (aka @ambercadabra). It makes sense that Twitter founder Jack Dorsey and CEO Dick Costolo are on the list. (BTW: Here’s how to get more Twitter followers.)
Using a mix of tools and devices marketers are highly engaged on Twitter. Due to Twitter’s short content allowance (140 characters), much of marketers’ conversation references other media sources, both mainstream and industry focused.
What other insights do you draw from this research?
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