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Social Media and the CIO: Social Insights Report

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Technology leaders work in virtually all industries – from hospitality to high tech. The one thing they have in common? A keen interest in their profession and the need to keep pace in a rapidly changing industry. To stay up to date and do their jobs even better, many look to social media to stay informed, meet up-and-coming tech talent and keep their ngers on the pulse of technology trends.
With that in mind, Robert Half Technology and Leadtail, a social insights research and marketing rm, developed this report to answer the following questions:
• What topics are important to technology leaders, and what are they talking about?
• Which content sources are these savvy technology experts consuming and sharing?
• What/who are the most in uential publications and people to these executives?
The research was developed using Leadtail’s Social Media Insights technology to analyze data publicly available from Twitter. The data gathered and presented in the aggregate is intended to be used for inspirational purposes and offers a glimpse into how CIOs use social media to showcase and establish their expertise and leadership.

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Social Media and the CIO: Social Insights Report

  1. 1. What You Can Learn From the Twitter Habits of Tech Leaders and the Social Media CIO
  2. 2. 1Social Media and the CIO • rht.com Table of Contents Introduction..................................................................................2 Tech Leaders Studied....................................................................3 IT Topics: The Hot List...................................................................4 Key Findings............................................................................... 5 What Does This Mean for You?.................................................... 5 The Top Influencers in IT...............................................................6 Publishers and Brands Shared the Most by IT Leaders ................... 6 Individuals That IT Leaders Retweet Most...................................... 8 People IT Leaders Mention Most................................................. 10 How Do IT Leaders Engage With Content?.................................12 Top Apps and Platforms That Drive Twitter Sharing...................... 12 Beyond Twitter: From Which Social Networks Do IT Leaders Share Content?................................................... 13 Build Your Influence Among IT Leaders....................................... 13 Conclusion.................................................................................14 About Robert Half Technology....................................................14 About Leadtail............................................................................14 .
  3. 3. 2Social Media and the CIO • rht.com Introduction Technology leaders work in virtually all industries – from hospitality to high tech. The one thing they have in common? A keen interest in their profession and the need to keep pace in a rapidly changing industry. To stay up to date and do their jobs even better, many look to social media to stay informed, meet up-and-coming tech talent and keep their fingers on the pulse of technology trends. With that in mind, Robert Half Technology and Leadtail, a social insights research and marketing firm, developed this report to answer the following questions: • What topics are important to technology leaders, and what are they talking about? • Which content sources are these savvy technology experts consuming and sharing? • What/who are the most influential publications and people to these executives? The research was developed using Leadtail’s Social Media Insights technology to analyze data publicly available from Twitter. The data gathered and presented in the aggregate is intended to be used for inspirational purposes and offers a glimpse into how CIOs use social media to showcase and establish their expertise and leadership. We hope you find this information useful, and we invite you to visit us at www.rht.com for help with any of your career or staffing needs.
  4. 4. 3Social Media and the CIO • rht.com Tech Leaders Studied To develop this report, the Leadtail team identified CIOs and IT leaders active on social media, based on criteria such as job title, type of company and location. They then extracted insights from these professionals’ key social media activities, such as what links they shared, who they mentioned and retweeted, and popular hashtags and platforms used to share content. Data Snapshot 524 83,314 47,936 10,188 57,922 20,472 CIOs and senior IT leaders at private sector companies in the U.S. and Canada Leadtail analyzed over 100,000 Twitter accounts to identify links shared on those tweets unique hashtags mentions/replies retweets public tweets published by these executives Leadtail analyzed That includes The specific data set analyzed for this report was composed of: • Five hundred and twenty-four IT leaders in the U.S. and Canada who were active on Twitter during the reporting period. • IT leaders in both business-to-business and business- to-consumer organizations. • A total of 83,314 tweets and 47,936 shared links. • Tweets published in the third and fourth quarters of 2014.
  5. 5. 4Social Media and the CIO • rht.com IT Topics: The Hot List Which topics grab the attention of technology leaders? Cloud computing, social media, big data and mobile are perennial top topics for IT leaders, but there are a great many conversations happening in the IT community on everything from national security to how to get more women involved in technology. As the graphic below illustrates, IT is a big tent with lots of room to find your niche and engage with others on topics you are passionate about.
  6. 6. 5Social Media and the CIO • rht.com What Does This Mean for You? Social media provides an excellent opportunity for IT profes- sionals to network with IT leaders, stay current on topics of interest in the industry and enhance their reputation by sharing news of interest. In this report you will discover publishers, brands and individuals who influence these tech leaders. Knowing where CIOs and IT leaders get their information can provide you with a social media road map for staying informed and networking with leaders in the technology space. Key Findings • CIOs engage on social media to showcase expertise and leadership, and drive conversations about technology strategy and innovation. • Cloud computing and infrastructure, big data, analytics and the Internet of Things are top-of-mind topics for these technology executives. • CIOs and IT leaders actively engage with the social media content of other technology leaders, industry analysts and journalists, as well as with marketing and social media influencers.
  7. 7. 6Social Media and the CIO • rht.com The Top Influencers in IT Perhaps more important than the topics tweeted are the top sources of information for technology executives. In an age of information overload, who do IT executives trust to keep them informed? Following are the publishers and brands that IT leaders share the most. These could be useful sources for all IT professionals to follow. Publishers and Brands Shared the Most by IT Leaders
  8. 8. 7Social Media and the CIO • rht.com Top 20 Publishers and Brands Most Retweeted by IT Leaders* 11. Gartner, @Gartner_inc 12. Inc., @Inc 13. Gigaom, @gigaom 14. VentureBeat, @VentureBeat 15. CIO Straight Talk, @CIOStraightTalk 16. WSJD, @WSJD 17. The New York Times, @nytimes 18. The Verge, @verge 19. The Economist, @TheEconomist 20. CIO Magazine, @CIOMagazine *Based on unique number of IT leaders in the sample who retweeted the publisher or brand. 1. CIO.com, @CIOonline 2. Forbes, @Forbes 3. TechCrunch, @TechCrunch 4. WIRED, @WIRED 5. Fast Company, @FastCompany 6. Harvard Biz Review, @HarvardBiz 7. Wall Street Journal, @WSJ 8. Mashable, @mashable 9. Forbes Tech News, @ForbesTech 10. Business Insider, @businessinsider
  9. 9. 8Social Media and the CIO • rht.com Individuals That IT Leaders Retweet Most Of course, social media fame isn’t limited to publishing houses – people also can build powerful brands online. Whether their tweets are timely, topical, provocative or data-driven, the individuals IT leaders retweet demon- strate a passion for the profession through the quality of content they create, curate and share.
  10. 10. 9Social Media and the CIO • rht.com Top 20 People Most Retweeted by IT Leaders* 11. Dan Rockwell, @Leadershipfreak 12. Brian Fanzo, @iSocialFanz 13. Jay Ferro, @jayferro 14. Cameron Morrissey, @ManagersDiary 15. Ben Haines, @bhaines0 16. Ralph Loura, @RalphLoura 17. Will Lassalle, @wlassalle 18. Nigel Fenwick, @NigelFenwick 19. Walt Mossberg, @waltmossberg 20. John Dodge, @Thedodgeretort *Based on unique number of IT leaders in the sample who retweeted the person. 1. Vala Afshar, @ValaAfshar 2. R Ray Wang, @rwang0 3. Mike D. Kail, @mdkail 4. Aaron Levie, @levie 5. Tim Crawford, @tcrawford 6. Martha Heller, @marthaheller 7. Robert Schmidt, @ambassadorcio 8. Michael Krigsman, @mkrigsman 9. Lolly Daskal, @LollyDaskal 10. Marc Andreessen, @pmarca
  11. 11. Social Media and the CIO • rht.com 10 People IT Leaders Mention Most Mentioning a person by name can mean a few different things in social media: giving credit to someone for an idea or piece of content being shared, engaging some- one directly in a conversation or giving a shout-out to a person you’ve recently met. In any context, being mentioned is a sign that a person is an active part of the social conversation, and those mentioned most are the people you’ll find at the center of engaging conversations between IT professionals. This word cloud shows the people mentioned most by IT leaders during the report period. Social Media and the CIO • rht.com
  12. 12. Social Media and the CIO • rht.com 11 Top 20 People Most Mentioned by IT Leaders* 11. Andi Mann, @AndiMann 12. Martha Heller, @marthaheller 13. Dion Hinchcliffe, @dhinchcliffe 14. Ben Haines, @bhaines0 15. Steve Wozniak, @stevewoz 16. Peter Thiel, @peterthiel 17. David J. Hinson, @davidjhinson 18. Stephen diFilipo, @S_dF 19. Mike D. Kail, @mdkail 20. Myles Suer, @MylesSuer *Based on unique number of IT leaders in the sample who mentioned the person. 1. Vala Afshar, @ValaAfshar 2. Marc Andreessen, @pmarca 3. R Ray Wang, @rwang0 4. Michael Krigsman, @mkrigsman 5. Satya Nadella, @satyanadella 6. David A. Bray, @fcc_cio 7. Aaron Levie, @levie 8. Marc Benioff, @Benioff 9. Tim Crawford, @tcrawford 10. Brian Katz, @bmkatz Social Media and the CIO • rht.com
  13. 13. Social Media and the CIO • rht.com 12 How Do IT Leaders Engage With Content? Twitter Web Client 67% 57% 58% 29% 26% 22% 19% 12% 11% 11% 9% 7% 7% 6% 5% Twitter for Websites Twitter for iPhone Twitter for iPad iOS LinkedIn Twitter for Android Hootsuite Instagram TweetDeck Twitter Mobile Web Flipboard Twitter for Mac Buffer Mobile Web-Based TweetBot for iOS Percentage of IT leaders who published at least one tweet originating from this platform during the report period. While the two most popular methods of sharing to Twitter are Twitter’s web-based interfaces (its own website, Tweet button and embedded wid- gets), roughly half of the apps and platforms CIOs and IT leaders use to share content to Twitter are primarily or exclusively mobile. Top Apps and Platforms That Drive Twitter Sharing Social Media and the CIO • rht.com
  14. 14. Social Media and the CIO • rht.com 13 Beyond Twitter: From Which Social Networks Do IT Leaders Share Content? Twitter continues to be a “hub” for cross-posting content between social networks, particularly content easily consumable in both the desktop and mobile environments, such as video, pictures and slide decks. If you’re trying to engage with IT leaders on social media, your best bang for the buck lies in creating and sharing content via YouTube, LinkedIn, Instagram and Slideshare. These visual social media platforms get the most cross-posting from their native domains to the broader Twitter audience. Twitter 100% 27% 38% 18% 13% 11% 10% 6% 5% 5% 4% 4% 4% 3% 3% YouTube LinkedIn Instagram Slideshare Facebook Paper.li Vimeo Vine Swarm Twitter Images Storify Kickstarter Google+ GitHub Build Your Influence Among IT Leaders If you’re looking to build influence among IT leaders, here are three takeaways to help you: 1. Make your content shareable. Include calls to action to share your content, and use proper markup language to ensure the shared content displays in a way that drives engagement and traffic back to your site. 2. Keep it simple. Use recognizable standard buttons and widgets over custom-built sharing icons or aggregated share widgets (e.g., use the Tweet button vs. ShareThis). 3. Make it mobile-friendly. Simply put, your content must be easy to read on mobile devices. Whether that’s via the use of responsive design to accommodate a variety of screen reso- lutions or keeping pages light and fast to adapt to a variety of connection speeds, you need to make sure your content can be easily consumed via tablet or smartphone. Percentage of IT leaders who shared content from this domain to Twitter during the report period. Social Media and the CIO • rht.com
  15. 15. Social Media and the CIO • rht.com 14 Conclusion About Robert Half Technology With more than 120 locations worldwide, Robert Half Technology is a leading provider of technology professionals for initiatives ranging from web development and multiplatform systems integration to network security and technical support. Robert Half Technology offers online job search services at rht.com. Follow Robert Half Technology at twitter.com/RobertHalfTech or visit our technology blog at blog.rht.com. About Leadtail 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. Leadtail works with innovative companies to create social media strategies and leverage social insights research. We also publish social insights reports about different decision- maker groups such as digital marketers, HR executives and CFOs. Follow Leadtail at twitter.com/leadtail or visit our website at leadtail.com. CIOs are continually pushing themselves forward to become better leaders and visionaries for their companies. These profes- sionals know that business and technology are both evolving at breakneck speed, and they’re tapping into authoritative sources of information (including each other!) in real time to stay ahead. As an IT professional, knowing who is influencing the influencers can help you learn, share and move your career forward. We hope this information was useful, and we invite you to engage with us via our own social media feeds at: LinkedIn Facebook Google+ YouTube Blog Twitter Social Media and the CIO • rht.com
  16. 16. © 2015 Robert Half Technology. An Equal Opportunity Employer M/F/Disability/Vet. RHT-0515 Innovation starts with people Call us today at 1.800.793.5533 rht.com

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