We analyzed 76 Global Tech Firms to discover the employees who have active LinkedIn and Twitter accounts, an audience of over 500 followers and have posted about at least one of the topics listed below from July 2019 – June 2020 in Global English.
Employees were split into 3 categories to see how effective each group were at interacting and influencing the external influencer community and senior decision makers:
- Execs & Senior Management (Board, Exec Management, VPs, GMs)
- Sales & Marketing
- Subject Matter Experts
Part 1 of our report is focused just on Execs & Senior Management to analyze their presence, activity, engagement and influence with the topical influencer communities and Senior IT decision makers. We analyzed 3,100 Execs & Senior Managers including Board Members, CXOs, GMs and VPs.
Part 2 of our report will focus on Subject Matter Experts (SMEs) outside of Top Management.
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The topics that were looked at:
AI and ML, Blockchain, Autonomous Vehicles, Big Data and Augmented Analytics, Cyber and Data Security, IoT, COVID-19, Future of Work, Cloud and Edge Computing, Digital Transformation, RPA, Climate and Sustainability, 5G, VR / AR, Advanced Manufacturing, Storage and Infrastructure, Smart cities and Infrastructure, Skills and Education
The brands that we have analyzed are:
Adobe, Alcatel – Lucent, Amazon / AWS, Apple, Atos, Auth0, Bosch, Canon, Cisco, Citrix, Cloudera, CSC, Dassault Systemes, Dell, DXC, Equinix, Ericsson, F5, Facebook, Freshworks, Fujitsu, GE, Genpact, Google, Henkel, Hitachi, HP, HPE, Huawei, IBM, Informa, Informatica, Intel, Intersystems, Intuit, Juniper Networks, Konica Minolta, Lenovo, LexisNexis, LG Electronics, Logica, Microsoft, Motorola, NEC, NetApp, Nokia, NTT, Nutanix, OpenText, Oracle, Palo Alto, Panasonic, Pure Storage, Qualcomm, Rackspace, Redhat, Ricoh, Sage, Salesforce, SAP, SAS, Service Now, Siemens, Snowflake, Splunk, Symantec, Tesla, Toshiba, UiPath, Unisys, Veritas, Vertex, VMWare, Workday, Zebra Technologies, ZTE
Why is this research so valuable?
“According to McKinsey research digital-enabled sales interactions are now twice as important to customers post Covid-19. The pandemic has accelerated this change by more than 5 years. That means that leveraging Execs & Employees to create & post educational insights on social media is now more important than ever. Our research shows that Execs have increased their social media activity by 31% since the pandemic although there are still 25% of Execs without a LinkedIn account and 52% without a Twitter account. There is still great untapped potential to develop Execs’ personal brands and run Exec Comms programs at scale by connecting them and co-creating content with influential external voices.”
Tim Williams, CEO, Onalytica
“Executives are often the most time constrained of all employees yet their social media activity can be the most impactful. From listening to conversations about the brand, connecting with C-level peers at key accounts, attracting talent into the organization, engaging with employee content online to working with influencers and feeding their insights into internal product development. Executive activity on social media isn’t a ‘nice to have’. It’s a ‘must have’.”
Sarah Goodall, Founder & CEO, Tribal Impact
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ABOUT THE AUTHOR
Sam is a Senior Insights Consultant at Onalytica. He helps brands discover their key insights and convert them into the clearest action to ensure success.