Twitter Communication Analysis                    19-25 November 2012                             www.socialook.net
Executive Summary— Most Twitter employees are from US, followed by UK, Canada and   Australia— Top managers have the hig...
Sample Description        • 1414 employee accounts* were analyzed from Twitter        • 189 corporate accounts were also a...
Employee Twitter Accounts Activity* Analysis        — 23% of the employees                                               ...
Employees/Hierarchy Level— 11% Top managers                                    Top Management— 20% Middle Management    ...
Microsoft Twitter Employees/Department        — 730 Technical                                                            ...
Microsoft Twitter Accounts/Country— 42% of employees are from   United States                                  588       ...
Twitter Influence/Hierarchy— Most of Middle Management        350  influence levels in the 11 - 20                       ...
Twitter Influence/Department— Marketing employees most        350  influential: average influence                        ...
Employee Activity: Tweet categories• Employees are mostly                              Personal replying to other tweets  ...
Employee Activity: Shares/Account Type— Employees share more        20,000  than two times more                          ...
Employee Followers Distribution• On average, Microsoft employees              4,000,000   have ~600 followers             ...
Employee Reach* Analysis        •   Company related messages shared by 30,000,000            employee accounts are reachin...
Employee Engagement• Corporate accounts generate less than   half the total engagement for company-   related messages• Em...
Contact— For details, get in touch with Horatiu Mocian   (horatiu@socialook.net, @horatiumocian)— An online version of t...
Upcoming SlideShare
Loading in …5
×

Microsoft Twitter Presence Analysis - www.SociaLook.net

2,575 views
2,494 views

Published on

www.socialook.net

We analysed Microsoft's twitter activity. We used a different approach, by analysing not only the corporate but also the employee accounts. The results showed that employees generate 25x times more engagement than corporate accounts for company related tweets. View full report for more

The data was gathered with SociaLook (www.socialook.net).

Published in: Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,575
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Microsoft Twitter Presence Analysis - www.SociaLook.net

  1. 1. Twitter Communication Analysis 19-25 November 2012 www.socialook.net
  2. 2. Executive Summary— Most Twitter employees are from US, followed by UK, Canada and Australia— Top managers have the highest influence levels, followed by employees without management positions and respectively, by middle management— Employees have 6 time less unique followers than corporate accounts, but only 34% of them overlap, increasing the potential reach of the company by 12%— Employees tweet more than twice as much as corporate accounts, but the latter share 2 times more company-related URLs— Corporate accounts’ engagement/tweet/follower is 25x less than that generated by employees, and 11x less than what other accounts generate (i.e. those not related to the company) www.socialook.net
  3. 3. Sample Description • 1414 employee accounts* were analyzed from Twitter • 189 corporate accounts were also analyzed • The timeframe covered in this report is 19-25 November 2012*We only considered employees that specifically mentioned in their bio that they work for Microsoft www.socialook.net
  4. 4. Employee Twitter Accounts Activity* Analysis — 23% of the employees Last 24h 330 were active in the last 24h Last Week 395 — 51% in the last week Last Month 301 Last Year 215 — 73% active in the past More than 1 year 48 month No Tweets 15 Protected 45 0 200 400*For 65 accounts, the data could not be obtained due to 3‘rd party technical constraints www.socialook.net
  5. 5. Employees/Hierarchy Level— 11% Top managers Top Management— 20% Middle Management 10.6% Middle Management— 69% have no management 19.9% position Other 69.5% www.socialook.net
  6. 6. Microsoft Twitter Employees/Department — 730 Technical Retail — 213 Marketing 1% Sales Marketing 2% — 35 Sales 15% Technical 52% — 21 HR Other 29% HR 1% — 10 Retail — 405 other**The “other” department consisted of employees that didn’t share a position in their bio or didn’t belong to any ofthe 5 departments www.socialook.net
  7. 7. Microsoft Twitter Accounts/Country— 42% of employees are from United States 588 UK 100 US Canada 40 Australia 31— 7% are from the UK India 24 Netherlands 22— 9% are from other France 16 countries (37 countries) Germany 15 Sweden 13 Brazil 13 Other 131 0 150 300 450 600 www.socialook.net
  8. 8. Twitter Influence/Hierarchy— Most of Middle Management 350 influence levels in the 11 - 20 280 range 210— Most top managers influence levels in the 41-50 range 140 70— Non-managers influence levels mostly between 21 and 30 and 0 N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+ most numerous at highest Other Middle Management Top Management influence levels www.socialook.net
  9. 9. Twitter Influence/Department— Marketing employees most 350 influential: average influence 280 41 - 50 210— Most departments have their 140 influence levels between 11 and 30 70 0 N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+ Technical Other Marketing Sales HR Retail www.socialook.net
  10. 10. Employee Activity: Tweet categories• Employees are mostly Personal replying to other tweets 16% Reply 37%• URLs and retweets are URL 21% about 38% Mention 9% Retweet 17% www.socialook.net
  11. 11. Employee Activity: Shares/Account Type— Employees share more 20,000 than two times more 16241 15,000 information than corporate accounts 10,000 7854 6468— However, employees share 5,000 2591 only 56% company-related 530 299 0 information compared to Corporate Employee Total Tweets URL Shares corporate accounts Company specific URLs www.socialook.net
  12. 12. Employee Followers Distribution• On average, Microsoft employees 4,000,000 have ~600 followers 3,345,031• Employee accounts have about 6 3,000,000 times less total followers than corporate accounts 2,000,000• H o w e v e r, o n l y 3 4 % o f t h e s e followers are present in corporate 1,000,000 accounts 581,031• Therefore, employees are a source 197,556 0 of fresh followers Corporate Employees Overlap www.socialook.net
  13. 13. Employee Reach* Analysis • Company related messages shared by 30,000,000 employee accounts are reaching 107 times less people than the corporate accounts 24,437,813 • Company related messages shared by 22,500,000 people outside the company reach 8 times less people than that of corporate accounts 15,000,000 • The difference can be explained by: • Very low number of company specific 7,500,000 URL shares by employees 3,032,803 • Employees have smaller audiences 226,909 than corporate accounts 0 Corporate Employees Other*Reach is calculated only for company specific URLs. Reach measures the potential number of people that thecompany’s messages are reaching www.socialook.net
  14. 14. Employee Engagement• Corporate accounts generate less than half the total engagement for company- related messages• Employees create 9% of the total engagement Corporate 38%• Microsoft employees generate 25x more Other engagement/tweet/follower than 53% corporate accounts Employees 9%• Accounts from outside the company generate 11x more engagement/tweet/ follower than corporate accounts www.socialook.net
  15. 15. Contact— For details, get in touch with Horatiu Mocian (horatiu@socialook.net, @horatiumocian)— An online version of the report can be found here: http://bit.ly/VasiI6 www.socialook.net

×