How B2B electronics media in North America are using Twitter
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How B2B electronics media in North America are using Twitter

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This report examines how Twitter is used in the B2B

This report examines how Twitter is used in the B2B
electronics media sector, focusing specifically on North
American publications and associated journalists.

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    How B2B electronics media in North America are using Twitter How B2B electronics media in North America are using Twitter Document Transcript

    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter INFLUENTIAL TWEETS White Paper How B2B electronics media in North America are using Twitter Issued in July 2013 (Research undertaken on 26 June 2013) The contents of this White Paper are protected by copyright and must not be reproduced without permission © 2013 Publitek Ltd. All rights reserved www.publitek.com
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter INFLUENTIAL TWEETS How are B2B electronics publications and journalists in North America using Twitter? By Jon Barrett, Digital Marketing Specialist, Publitek Figure 1: Twitter activity levels for B2B electronics publications during the day Time (UTC) T his report examines how Twitter is used in the B2B electronics media sector, focusing specifically on North American publications and associated journalists. Four criteria have been used: 1. Activity levels 2. Social authority 3. Visibility 4. Time between tweets These factors reveal tendencies which indicate how best to use Twitter as a marketing tool – for example, showing when to time your tweets, who is most influential and who has an effective online presence. 1 1. ACTIVITY LEVELS Activity levels demonstrate peaks of Twitter usage across the day amongst each group. This, in turn, shows at which points of the day it is best to target publications’ and journalists’ Twitter feeds. Publications The above chart, Figure 1, displays the Twitter activity levels on publications’ accounts in hourly intervals across an average day (UTC time). Activity 21.8% 10.9% UTC 14:00 - 16:00 17:00 - 18:00 See the table below, Table 1, for the time where the highest activity is recorded, and their conversion to the North American local times (EST/PST). Therefore, interacting with the media channels via Twitter is likely to be most fruitful during the time windows below. In both PST and EST time zones, high tweet activity is recorded from 09:00hrs, suggesting that Twitter is most widely used amongst the sample at the start of the working day. EST 09:00 - 11:00 12:00 - 13:00 PST 06:00 - 0800 09:00 - 10:00 Table 1 Typical Twitter activity peaks created by B2B electronics media in North America www.publitek.com
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter Journalists Figure 2 below demonstrates the activity levels on journalists’ accounts, again in hourly intervals across the day (UTC time). As you can see, activity amongst journalists’ accounts is spread out across more hours of the day. See Table 2 (below, right) for the time where the highest activity is recorded, and its conversion to the North American local times. This may be due to their personal nature, as journalists’ accounts – it is more likely that tweets will be sent outside of office hours, as well as within them. Despite the clear high taking place between 14:00hrs and 15:00hrs UTC, this implies that successful Twitter interaction would not be as dependent on the time of day in the same way as with publications’ accounts. Another explanation for these activity levels is that some of these account owners are based in the UK (although they contribute to North American publications). The variety of time zones would therefore cause activity to spread over a wider period of time. 2. SOCIAL AUTHORITY As shown in the pie charts in Figure 3 (on page 3), a high proportion of both publications and journalists have social authority scores of under 10. In fact, the highest publications’ score is just 63. As a whole, journalists’ accounts have much lower social authority scores than their corresponding publications (the highest score being 46). Social authority is a measure of the quality of a social media account; here our focus is Twitter. The ranking is a score out of 100 based on how much a Twitter user’s followers retweet and interact with their content, through favouriting tweets and also @mentioning the account. This could be because the name of the publication is likely to be better known than its individual staff members, and would therefore attract more engagement. See the tables on the next page for the breakdown of the top five social authority scores for each sample. Activity 9.3% UTC 14:00 - 15:00 EST 09:00 - 10:00 PST 06:00 - 07:00 Table 2 Typical Twitter activity peaks created by electronics journalists in North America Time (UTC) Figure 2: Twitter activity levels for B2B electronics journalists in hourly intervals during the day www.publitek.com 2
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter Figure 3 Social authority of publications (left pie chart) and associated journalists (right chart) across North America’s electronics media Interestingly, the top five journalists’ scores shown in Table 4 are rather dominated by individuals from Light Reading. This is an exception to the general rule that journalists’ accounts have lower social authority scores than accounts; Light Reading’s account has a score of 12. This suggests that better results with Light Reading would be obtained through communicating with the journalists, rather than the publications. However, to truly make sense of these figures, it is important to consider that the calculation of social authority heavily relies on how much an account’s followers re-tweet and interact with its content, through favouriting tweets and @mentioning the account. Therefore, social authority can be interpreted as an indicator of how the audience uses Twitter. A common misconception exists that ‘engineers don’t like to use 3 Publication Twitter handle Authority IDC @IDC 63 Greentech Media @greentechmedia 60 IEEE Spectrum @IEEE Spectrum 59 EDN @EDNcom 49 EE Times @ eetimes 44 Table 3 Top social authority rankings of key B2B electronics publications in North America Authority Publication Twitter handle Authority Ray Le Maistre Light Reading @raylemaistre 46 Gabriel Brown Heavy Reading @Gabeuk 38 Ucilia Wang Michelle Donegan Greentech Media Light Reading @UciliaWang @mpdonegan 37 Sarah Reedy Light Reading @SReedy 35 Don Dingee Mike Demler Left2MyOwnDevices Linley Group @L2myowndevices @MikeDemler 32 Table 4 Top social authority scores for B2B electronics media journalists in North America Twitter’, which may be reflected in the low interaction demonstrated through these figures. However, it’s possible that the audience does not interactwith the content because they don’t like to use Twitter in this way, not because the content is poor quality. www.publitek.com
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter Although this seems to suggest that Twitter is less effective amongst the engineering community, let’s not forget that social authority can be misleading. Low engagement does not mean the content is not seen – so any client coverage is still visible, even if there’s no interaction. Because of the nature of the audience and the figures, visibility is arguably more important a factor than social authority when looking to use Twitter successfully. 3. VISIBILITY Numbers of followers is a good measure of visibility and the potential reach of tweeted content. Publication Twitter handle Followers IDC @IDC 35, 518 IEEE Spectrum @IEEESpectrum 31, 526 Greentech Media @greentechmedia 31, 061 NASA Tech Briefs @NASATechBriefs 9,717 EE Times @eetimes 9,348 EDN @EDNcom 9,163 Design News @DesignNews 7,574 Industrial Embedded @Industrial_mag 7,428 Prototype Today @prototypetoday 7,248 Electronic Design @ElectronicDesgn 6,231 Table 5 The most followed B2B electronics media in North America Publication Twitter handle Followers AudioXpress @AudioAmateur 67 Publications Tech Design Forum @Updates2TDF 35 Table 5 (top right) shows the top 10 accounts with the most followers. Table 6 (opposite) shows the three publications with the least followers. VITA Technologies @VitaTechnology 20 Table 6 The least followed B2B electronics media in North America Journalist Publication Twitter handle Followers Eric Wesoff Greentech Media @ewesoff 4,025 Ucila Wang Greentech Media @UciliaWang 3,526 Sarah Reedy Light Reading @SReedy 3,095 Gabriel Brown Heavy Reading @Gabeuk 2,703 Ray Le Maistre Light Reading @raylemaistre 2,703 4. FREQUENCY OF TWEETS Dan Jones Light Reading @Dan_LRMobile 2,238 Frequency of tweets has been calculated by measuring the number of tweets an account has sent against how many days it has been active. This gives clues as to how useful certain accounts can be in terms of diffusing content. It also highlights any dormant accounts, so it becomes obvious which ones to avoid. Jim Turleys ECD / EE Journal @ChipGuy 2,028 Mike Kanellos Greentech Media @mikekanellos 1,958 Mike Demler The Linley Group @MikeDemler 1,835 Michelle Donegan Light Reading @mpdonegan 1,806 Journalists Table 7 (bottom right) shows the top 10 accounts with the most followers. Table 8 (on the next page) shows the three accounts with the least followers. www.publitek.com Table 7 The most followed journalists in North America’s B2B electronics media 4
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter Journalist Ed Sperling Twitter handle @Chip_Insider Associated Media Followers System-Level Design 15 Barbara Jorgensen @BarbJorgensen (Formerly) EBN 12 Stephen Evanczuk @StephenEvanczuk EDN 9 and Low-Power/ HP Engineering Table 8 The least followed journalists in North America’s B2B electronics media Publication Twitter handle Woodstock Wire Light Reading Greentech Media ECN Online IEEE Spectrum Electronics Sourcing US Tech Global EDN Control Design @WoodstockWire @Light_Reading @greentechmedia @ecnonline @IEEESpectrum @Electrosourcing @USTechGlobal @EDNcom @Control_Design Number of hours between tweets 1.19 2.33 2.33 4.23 4.64 4.73 5.68 5.88 6.39 Table 9 B2B electronics publications that have tweeted most frequently Publication Twitter handle VITA Technologies PowerPulse Heavy Reading ConnectorSupplier The Linley Group Tech Design Forum Chip Design Embedded Insights @VitaTechnology @PowerPulse @heavy_reading @EmbeddedDev @ConnSupplier @LinleyGroup @Updates2TDF @Chip_Design @EmbeddedInsight Number of days between tweets 45.1 30.4 29.8 28.6 13.6 7.4 7.0 6.9 5.3 Battery Power Mag @BatteryPowerMag 5.2 Embedded Developer Table 10 B2B electronics publications that have tweeted least frequently 5 Publications Table 9 shows those North American electronics publications that have tweeted most frequently while Table 10 shows those publications that have tweeted least frequently. Tweeting regularly forms an important part of building up a company’s internet presence, simply by putting themselves ‘out there’ and becoming noticed within the community they wish to address. It gives the impression that they are dynamic and active, with interesting contributions to make. However, due to the nature of these publications as mediums for breaking news, tweeting regularly is essential. Tweeting infrequently could suggest that a publication is not up-to-date with latest developements. So, frequent tweeting creates the right foundations to exploit when trying to gain client coverage through a publication’s Twitter output. The accounts which do this successfully are more likely to be taken seriously, with a follower community which will listen to and take on board their message. Yet, frequency of tweets is open to interpretation. It is equally possible that accounts which tweet very regularly can make the follower community ‘switch off’ by clogging up their timelines. Here, judgement is key to getting the most out of Twitter: it is worth keeping an eye on the accounts highlighted in this www.publitek.com
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter section to gauge which one’s activity is most suitable for the way you intend to use Twitter. Journalists The table below (Table 11) shows the top 10 journalists who have tweeted most frequently. These accounts generally have a higher number of hours between tweets in comparison with the top 10 publications’ accounts. This may be because publications’ accounts are often used for breaking news, which is why they tweet more frequently. Equally, it is important to consider that some companies may have dedicated teams to monitor and use their publication’s Twitter account to maintain its internet presence, whereas journalists’ accounts would not be similarly handled. Journalist Publication Twitter handle Anshel Sag Richard K. Wallace Mike Demler Eric Wesoff BSN TheNextSiliconValley.com The Linley Group Greentech Media @anshelsag @TheNextSiValley @MikeDemler @ewesoff 2.27 4.52 6.03 7.27 Sarah Reedy Gabriel Brown Don Dingee Clive (Max) Maxfield Michael Kanellos Light Reading Heavy Reading L2myowndevices.com EE Times Greentech Media @SReedy @Gabeuk @L2myowndevices @MaxMaxfield @mikekanellos 8.56 8.85 9.33 12.68 15.81 Stephen Law EP&T Magazine @EPTmagazine 15.97 Average hours between tweets Table 11 North American journalists working in the electronics sector that have tweeted most frequently Journalist Publication Twitter handle Jim Harrison Jim Montague Mark LaPedus Berge Ayvazian Electronics Products CCD & IN EE Times Heavy Reading @JHarris99 @jamesmontague @Mlapedus @ayvaz 846.5 562.1 209.8 157.2 Barbara Jorgensen Amy Norcross Kristin Lewotsky Richard Comerford Graham Finnie Electronic Buyers News EDN EE Times Electronic Products Heavy Reading @BarbJorgensen @aejn12 @KristinLewotsky @rcomerford @heavygraham 106.2 83.3 60.3 52.7 47.4 Warren Webb ECD @warrenwebb 35.8 Average days between Tweet Table 12 Journalists in B2B electronics publications that have tweeted least frequently www.publitek.com 6
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter Table 12 (on the previous page) shows the 10 journalists in the electronics media that have tweeted least frequently. SUMMARY Conclusion Activity Levels Overall, the publications’ accounts generally seem to be better established than the journalists’ accounts – having higher numbers of followers, higher social authority scores, and more regularly tweets. Publications – highest activity levels around the start of the day Journalists – activity spread out more evenly across the day Social Authority Publications – highest score of 63. Range of 19 between the top 5. Journalists – highest score of 46. Range of 14 between the top 5. Generally, social authority is not hugely relevant to this sector. Scores may well be low because of their weighting on how much an account’s content is retweeted – therefore, it seems that social authority reveals more about the audience’s tendencies, rather than reflecting an account’s influence. Visibility Publications – highest number of followers: 35, 518. Range of 29, 287 between top 10. Journalists – highest number of followers: 4025. Range of 2219 between top 10. Recency of last tweet Publications – significant majority had tweeted within the past 24 hours. Journalists – a smaller proportion had tweeted within the past 24 hours. It is possible that publications’ accounts tweet more regularly because they break news via Twitter and because dedicated teams look after the accounts, whereas this is not the case with journalists’ accounts. 7 On the basis of our evidence, we suggest that in terms of diffusing content, it is better to target publications’ accounts to maximise the audience who will be seeing it. Journalist accounts, however, should not be disregarded. They generally have less followers than publications, and seem to tweet less regularly: this means their timelines will be less clogged, which suggests they are more likely to respond to engagement such as @mentions. So, these accounts are a good platform for building rapport. Using this knowledge, along with the other information contained in this report, will be an invaluable way to tailor your marketing strategy to the North American B2B electronics media. Contact the author Contact Jon Barrett on: +44 (0) 1225 470000 Email him at: jon.barrett@publitek.com Visit www.publitek.com for more information www.publitek.com
    • INFLUENTIAL TWEETS – How B2B electronics media in North America are using Twitter About Publitek Publitek is the world’s leading digital marketing and technology PR agency for the B2B electronics industry. By complementing our in-house capabilities with proven partners, we offer a multi-lingual, global capability encompassing both corporate and technical communications. Publitek Ltd, 18 Brock Street, Bath, BA1 2LW Tel: +44 (0) 1225 470000