Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Social Insights:
CFO Edition
How CFOs engage with
people, brands, and content
on Twitter
A Social Insights Report from: In...
Are CFOs Really on Social Media?
There is a persistent belief that CFOs don’t participate in social media; even as they ar...
Methodology & Data Set
The methodology the Leadtail team used to create this report:
1.  Identify CFOs active on social me...
About the Data
14,106
retweets
and
37,023
mentions/
replies
7,738
unique
hashtags
That includes
links shared in those
twee...
Key Takeaways
}  Overall, CFOs are still in the early stages of social media participation.
This means there’s plenty of ...
Who Are These CFOs?
Examples of the CFOs in Our Sample
@exuberantacct
@bryanleblanc
@ctanenbaum
@drazahn
@deniseinmc
@Wade_Erickson
@ChrisGatt...
While many of the CFOs we analyzed are located in major metro hubs, many are also
hard at work in smaller markets across N...
How Do CFOs Describe Themselves?
The way these senior finance executive describe themselves on social media reveals
affini...
What Do CFOs Talk About?
Hashtags reveal the topics and events, global and local, business-related and personal,
that capt...
How Do CFOs Compare to Other Execs?
CFO Hashtags
#CFO
#entrepreneur
#finance
#smallbiz
#jobs
#accounting
#entrepreneurs
#v...
How Do CFOs Engage
with Content?
Which Social Networks Drive CFOs Twitter Sharing?
2%
2%
2%
2%
4%
5%
7%
13%
15%
21%
24%
100%
0% 10% 20% 30% 40% 50% 60% 70%...
Which Apps + Platforms Drive Twitter Sharing with CFOs?
2%
3%
3%
3%
4%
5%
9%
12%
16%
16%
19%
21%
43%
50%
50%
0% 10% 20% 30...
What Types of Content Do CFOs Share?
Politics
2%
Sports
4% Other
5%
Social
11%
News/Lifestyle
34%
Business/Tech/
Finance
4...
Top News and Lifestyle Publications with CFOs
11.  Quartz
12.  Slate
13.  Medium
14.  VentureBeat
15.  New York Post
16.  ...
Top Business, Tech, and Finance Publications with CFOs
11.  CNBC
12.  Fortune
13.  The Economist
14.  WIRED
15.  Fast Comp...
Which People and Publications
Influence CFOs?
Who Do CFOs Retweet the Most?
As social media continues to reshape
how information is consumed and
shared, creating high-q...
People & Publications Most Retweeted by CFOs
* Based on unique # of CFOs in the sample who retweeted the handle.
11.  @nfl...
Who Do CFOs Mention Most?
Looking at which brands CFOs mention
on Twitter can give us yet another
perspective on the force...
People & Publications Most Mentioned by CFOs
* Based on unique # of CFOs in the sample who mentioned the handle.
11.  @Bar...
Conclusion
Imagine you could listen to the daily conversations of hundreds of CFOs and finance
executives. What could you ...
Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 24
Intacct is 100% invested in meeting the needs ...
Leadtail came about from our desire to help B2B marketing leaders tap into the power of social
media to get closer to targ...
Upcoming SlideShare
Loading in …5
×

CFOs on Social Media: Social Insights Report

1,292 views

Published on

There is a persistent belief that CFOs don’t participate in social media; even as they are leading organizations that are increasingly being challenged by social media and the disruption it enables. As a matter of fact, best in class financial executives are now actively getting social, both so they can better understand social media’s implications and to benefit from all it can offer.
We developed this report: “How CFOs Engage on Twitter”, using Leadtail’s Social Media Insights Technology to analyze data from Twitter and share what real CFOs are really doing on social media.
The goal of this special report is to help you answer questions such as:
How can you find and connect with other finance leaders on the social web?
What topics are CFOs discussing and debating on social media?
Which online publications do finance executives turn to for news and information?
Who are the most influential publications and people with CFOs?
So whether you’re already in the CFO seat trying to navigate the social media waters, or aspire to the role in the future, these insights will help you take a more informed look at how you can use social media to communicate, collaborate, and build your own network of relationships and influence.

Published in: Marketing
  • DOWNLOAD FULL BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... 1.DOWNLOAD FULL doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • https://www.slideshare.net/missrogue
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • I'd be curious to see how much these stats have changed since the 2016 election.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

CFOs on Social Media: Social Insights Report

  1. 1. Social Insights: CFO Edition How CFOs engage with people, brands, and content on Twitter A Social Insights Report from: In collaboration with:
  2. 2. Are CFOs Really on Social Media? There is a persistent belief that CFOs don’t participate in social media; even as they are leading organizations that are increasingly being challenged by social media and the disruption it enables. As a matter of fact, best in class financial executives are now actively getting social, both so they can better understand social media’s implications and to benefit from all it can offer. We developed this report: “How CFOs Engage on Twitter”, using Leadtail’s Social Media Insights Technology to analyze data from Twitter and share what real CFOs are really doing on social media. The goal of this special report is to help you answer questions such as: }  How can you find and connect with other finance leaders on the social web? }  What topics are CFOs discussing and debating on social media? }  Which online publications do finance executives turn to for news and information? }  Who are the most influential publications and people with CFOs? So whether you’re already in the CFO seat trying to navigate the social media waters, or aspire to the role in the future, these insights will help you take a more informed look at how you can use social media to communicate, collaborate, and build your own network of relationships and influence. Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 2
  3. 3. Methodology & Data Set The methodology the Leadtail team used to create this report: 1.  Identify CFOs active on social media based on criteria such as job title, type of company, and location as provided in their Twitter and LinkedIn profiles, to create the target audience data set. 2.  Use the Leadtail Social Media Insights Technology to extract insights from their public Twitter data, such as what links are shared, who is mentioned and retweeted, popular hashtags, popular platforms used to share content, etc. 3.  Leadtail’s Social Insights team reviews, analyzes, and package these insights into this report. The specific data set analyzed for this report is comprised of: }  501 North American CFOs and senior finance executives active on Twitter }  Titles include CFO (full-time, fractional, and former), VP Finance, Controllers, and CPAs }  Total of 48,050 tweets, and 25,216 shared links }  Total follower reach: 460,699; median # of followers per CFO: 218 }  Tweets published between September 15, 2014 – December 15, 2014 Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 3
  4. 4. About the Data 14,106 retweets and 37,023 mentions/ replies 7,738 unique hashtags That includes links shared in those tweets… 25,212 Leadtail & Intacct collaborated to identify CFOs and senior finance executives active on social media 501 Leadtail analyzed public tweets published by these executives between Sept 15 – Dec 15, 2014 48,050 Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 4
  5. 5. Key Takeaways }  Overall, CFOs are still in the early stages of social media participation. This means there’s plenty of “green field” topics and niches for ambitious up-and-comers and seasoned pros to claim as their own. }  CFOs use social media to talk about the issues they’re currently dealing with in their jobs, but they also use it to engage in lively conversations about politics, sports, and current events. }  The trend toward mobile-friendly, visual content doesn’t stop at the CFOs desk; CFOs share multi-media content from YouTube and Instagram even more than they share content from LinkedIn. }  Despite the perception that CFOs are “all business” their social media relationships and behavior, on the whole, tend to reveal more personal affinities and interests than other C-Suite executives. Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 5
  6. 6. Who Are These CFOs?
  7. 7. Examples of the CFOs in Our Sample @exuberantacct @bryanleblanc @ctanenbaum @drazahn @deniseinmc @Wade_Erickson @ChrisGattenio @DaniMonaghan@J_Todd_King @b_w_whalen @aprildowning1 @Tyler_Hoffman @DowneyMCPA @richpirrotta @LivestrongCFO Greg Lee Chief Financial Officer LIVESTRONG Foundation Andy Zahn Chief Financial Officer WilsonHCG Scott Heintzelman VP of Finance Martin’s Potato Rolls Bryan LeBlanc Chief Financial Officer Jive Software Cheryl Tanenbaum Chief Financial Officer Intracoastal Bank Todd King Chief Financial Officer Adecco Group N.A. Denise Howell Chief Financial Officer VolunteerMatch Wade Erickson Chief Financial Officer Horizon Health Care Christine Gattenio VP Finance & Admin Svcs. IBM Dani Monaghan Chief Financial Officer Annapolis Visitors Bureau April Downing Chief Financial Officer WP Engine Brian Whalen Chief Financial Officer Network for Good Tyler Hoffman Chief Financial Officer Skyword Mike Downey Chief Financial Officer New England Center for Children Rich Pirrotta Chief Financial Officer Logicalis US Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 7
  8. 8. While many of the CFOs we analyzed are located in major metro hubs, many are also hard at work in smaller markets across North America. Where Are CFOs Located? Based on the location provided in the Twitter profile. Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 8
  9. 9. How Do CFOs Describe Themselves? The way these senior finance executive describe themselves on social media reveals affinities, interests, and keywords that can help you reach and engage them across web. Based on keywords used in the Twitter profile. Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 9
  10. 10. What Do CFOs Talk About? Hashtags reveal the topics and events, global and local, business-related and personal, that captured the attention of CFOs during the report period. Business Personal Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 10
  11. 11. How Do CFOs Compare to Other Execs? CFO Hashtags #CFO #entrepreneur #finance #smallbiz #jobs #accounting #entrepreneurs #video #Twitter #CEO CIO Hashtags #CIO #IoT #IT #GartnerSYM #CIOs #security #CMO #technology #healthcare #infosec CMO Hashtags #CMO #contentmarketing #IoT #Facebook #social #content #Infographic #advertising #brand #sales Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 11 Each function has unique topics and key concerns, but the hashtags in the word cloud below impact the entire C-Suite and are frequently used by CFOs, CIOs, and CMOs.
  12. 12. How Do CFOs Engage with Content?
  13. 13. Which Social Networks Drive CFOs Twitter Sharing? 2% 2% 2% 2% 4% 5% 7% 13% 15% 21% 24% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Google+ Yelp Kickstarter Vimeo Slideshare Paper.li Vine Facebook LinkedIn Instagram YouTube Twitter % of CFOs that shared between this network + Twitter during the report period. Twitter is an extremely popular platform for cross-posting content from other social networks. This chart shows which social networks CFOs use most often to share content on Twitter. Considering the “buttoned up” image of CFOs, it’s somewhat surprising to see that YouTube, and Instagram drive more content sharing to Twitter than LinkedIn. Simply put, even CFOs like to share videos and pictures on social media! Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 13
  14. 14. Which Apps + Platforms Drive Twitter Sharing with CFOs? 2% 3% 3% 3% 4% 5% 9% 12% 16% 16% 19% 21% 43% 50% 50% 0% 10% 20% 30% 40% 50% 60% Twitter Mobile Web Flipboard Foursquare Buffer Facebook TweetDeck Hootsuite Instagram LinkedIn Twitter for Android iOS Twitter for iPad Twitter for Websites Twitter for iPhone Twitter Web Client Increasingly, CFOs (and just about everyone else!) consume content on the go via mobile devices. Though 8 out of 15 of the most popular sharing apps/platforms are mobile, also be sure your content is easily shareable via Twitter.com or the Tweet button, as they remain among the most popular ways to share content. Desktop Mobile Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 14
  15. 15. What Types of Content Do CFOs Share? Politics 2% Sports 4% Other 5% Social 11% News/Lifestyle 34% Business/Tech/ Finance 42% Business, tech, and finance sites make up the largest portion of shared content, comprising 42% of the top 100 content sources shared by CFOs. These sites play an important role in defining the conversations finance execs have with their boss (CEOs), peers, and internal teams. These sites help CFOs keep current with both broader business trends and issues impacting corporate finance. News and lifestyle content makes up 34% of the top sources. Shared content in this category is typically focused on current events, covering issues and trends that impact the broader business climate. Many of the top publications in both categories feature submissions from business thought leaders and experts, and have robust email and social media distribution that keeps their content in front of this audience every day. % of 100 Most Popular Shared Content Sources Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 15
  16. 16. Top News and Lifestyle Publications with CFOs 11.  Quartz 12.  Slate 13.  Medium 14.  VentureBeat 15.  New York Post 16.  ABC News 17.  NPR 18.  Fox News 19.  Daily Mail 20.  NBC News 21.  BuzzFeed 22.  Vox 23.  The Telegraph 24.  The Boston Globe 25.  Yahoo! News Following are the Top 25 News, Culture, and Lifestyle Content Sources shared by CFOs during the report period, based on the number of unique CFOs who shared each source. 1.  The New York Times 2.  The Washington Post 3.  The Huffington Post 4.  USA Today 5.  Time 6.  The Atlantic 7.  The Guardian 8.  CNN 9.  Mashable 10.  The Los Angeles Times Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 16
  17. 17. Top Business, Tech, and Finance Publications with CFOs 11.  CNBC 12.  Fortune 13.  The Economist 14.  WIRED 15.  Fast Company 16.  Yahoo! Finance 17.  CFO.com 18.  MarketWatch 19.  Financial Times 20.  Businessweek 21.  Reuters 22.  CNN Money 23.  Accounting Today 24.  Re/code 25.  The Verge Following are the Top 25 Business, Tech, and Finance Content Sources shared by CFOs during the report period, based on the number of unique CFOs who shared each source. 1.  The Wall Street Journal 2.  Forbes 3.  Business Insider 4.  WSJ Blogs 5.  TechCrunch 6.  Harvard Business Review 7.  Inc. 8.  The Business Journals 9.  Bloomberg 10.  Entrepreneur Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 17
  18. 18. Which People and Publications Influence CFOs?
  19. 19. Who Do CFOs Retweet the Most? As social media continues to reshape how information is consumed and shared, creating high-quality content has become an imperative – not only for publishers, but for thought leaders and industry influencers as well. But creating content is only part of the equation – successful creators must also master the art of building a quality social audience. (After all, you have to tweet to get retweeted!) The word cloud to the right reflects the people and publications doing the best job creating content that appeals to CFOs in a way that drives retweets of their content. Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 19
  20. 20. People & Publications Most Retweeted by CFOs * Based on unique # of CFOs in the sample who retweeted the handle. 11.  @nfl 12.  @HuffingtonPost 13.  @CNBC 14.  @ESPNNFL 15.  @FoxNews 16.  @SBNation 17.  @TEDTalks 18.  @danprimack 19.  @ESPNStatsInfo 20.  @mashable 21.  @thereaIbanksy 22.  @cdixon 23.  @FastCompany 24.  @washingtonpost 25.  @darrenrovell 26.  @waltmossberg 27.  @WIRED 28.  @TheOnion 29.  @hblodget 30.  @CNNMoney 31.  @FT 32.  @sama 33.  @CollegeGameDay 34.  @MarketWatch 35.  @ValaAfshar 36.  @VentureBeat 37.  @CFOCoach 38.  @IngrahamAngle 39.  @ReformedBroker 40.  @TheAtlantic 41.  @megynkelly 42.  @SenTedCruz 43.  @BleacherReport 44.  @UberFacts 45.  @businessinsider 46.  @pdacosta 47.  @WhiteHouse 48.  @cfo 49.  @NASA 50.  @Bill_Gross 1.  @WSJ 2.  @HarvardBiz 3.  @SportsCenter 4.  @Inc 5.  @TheEconomist 6.  @nytimes 7.  @Forbes 8.  @pmarca 9.  @AP 10.  @TechCrunch Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 20
  21. 21. Who Do CFOs Mention Most? Looking at which brands CFOs mention on Twitter can give us yet another perspective on the forces that shape their views on products, services, and industry trends. Mentions can be a reference to an experience, attribution on a shared piece of content, a big thank you (or no thanks), or even the highly-coveted social recommendation. That means mentions can represent a deeper level of engagement than a retweet. This word cloud shows the publishers, brands, and people most mentioned by our sample of finance executives. Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 21
  22. 22. People & Publications Most Mentioned by CFOs * Based on unique # of CFOs in the sample who mentioned the handle. 11.  @BarackObama 12.  @FortuneMagazine 13.  @TheEconomist 14.  @TechCrunch 15.  @YahooFinance 16.  @FastCompany 17.  @bloombergnews 18.  @nypost 19.  @Royals 20.  @pmarca 21.  @Reuters 22.  @twitter 23.  @CNBC 24.  @NBCNews 25.  @SportsCenter 26.  @amazon 27.  @mashable 28.  @FT 29.  @Uber 30.  @BW 31.  @EntMagazine 32.  @businessinsider 33.  @nfl 34.  @TIME 35.  @CNN 36.  @kickstarter 37.  @FoxNews 38.  @SFGiants 39.  @espn 40.  @HuffingtonPost 41.  @darrenrovell 42.  @WhiteHouse 43.  @Slate 44.  @ABC 45.  @cfo 46.  @msuster 47.  @AP 48.  @AccountingToday 49.  @google 50.  @Starbucks 1.  @Forbes 2.  @WSJ 3.  @nytimes 4.  @LinkedIn 5.  @YouTube 6.  @Inc 7.  @ShareThis 8.  @washingtonpost 9.  @HarvardBiz 10.  @USATODAY Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 22
  23. 23. Conclusion Imagine you could listen to the daily conversations of hundreds of CFOs and finance executives. What could you do with that information? Would the collective intelligence of your colleagues provide pointers to the people and companies that are influencing your industry? Surface new ways to tackle difficult problems? Improve your ability to identify potential partners and reliable vendors? Sure it would. We created this special report to help you make more strategic decisions about how (and with whom) to communicate, collaborate, and build your own influence on the social web. And since the topics, content sources, and influencers are constantly changing so, too, are the social media insights. Sign up to get future social insights reports on C-Suite decision makers delivered to your inbox. http://offers.leadtail.com/social-insights-reports Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 23
  24. 24. Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 24 Intacct is 100% invested in meeting the needs of financial professionals, 100% focused on customer success, and 100% committed to the cloud. We are the preferred provider of financial applications for the AICPA. More than 8,500 companies, from start-ups to global public companies, use Intacct best in class cloud ERP software to help their organizations run better and grow faster. We give finance professionals a solution that provides unsurpassed depth of functionality, real time insights based on true financials, and the ability to automate critical processes. All this enables them to use their time and people more wisely, improve results, and make their team and organization the best they can be. Headquartered in San Jose, we have a nationwide award-winning channel program, and a U.S. based customer support team. But at the end of the day, what distinguishes Intacct most is the company we keep—the customers, developers, partners, and employees that inspire our continuous innovation. Learn more at www.intacct.com. LinkedIn.com/company/Intacct-Corporation http://blog.intacct.com @Intacct
  25. 25. Leadtail came about from our desire to help B2B marketing leaders tap into the power of social media to get closer to target buyers and radically improve their marketing strategies. We work with innovative companies to create social media strategies and leverage social insights research. Our team has developed and implemented programs for leading business brands and venture backed startups including: WageWorks, Robert Half, Hoover’s, Neustar, Adaptive Insights, NetBase, and Brightidea. We also publish social insights reports about different decision maker groups such as digital marketers, HR executives, and CFOs. These reports are a must-read if you sell to businesses and have been referenced in major publications including: The Wall St. Journal, Business Insider, Forbes, Huffington Post, CFO.com, and Adweek. Interested in collaborating on a future social insights report? Email us: hello@leadtail.com LinkedIn.com/company/Leadtail Leadtail.com/blog @Leadtail Social Insights for Decision Makers | CFOs & Finance Leaders 2015 | Page 25

×