www.socialook.net

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 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

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

Employee Twitter Accounts Activity* Analysis

� 23% of the employees were active in the last 24h

� 51% in the last week

� 73% active in the past

month

Last 24h

Last Week

Last Month

Last Year

More than 1 year

No Tweets

Protected

0 200 400

45

15

48

215

301

395

330

*For 65 accounts, the data could not be obtained due to 3‘rd party technical constraints

www.socialook.net

Employees/Hierarchy Level

� 11% Top managers

� 20% Middle Management

� 69% have no management

position Other69.5%

Middle Management19.9%

Top Management10.6%

www.socialook.net

Microsoft Twitter Employees/Department

� 730 Technical

� 213 Marketing

� 35 Sales

� 21 HR

� 10 Retail

� 405 other*

Retail1%

Marketing15%

Sales2%

Other29% HR

1%

Technical52%

*The “other” department consisted of employees that didn’t share a position in their bio or didn’t belong to any of the 5 departments

www.socialook.net

Microsoft Twitter Accounts/Country

� 42% of employees are from US

� 7% are from the UK

� 9% are from other

countries (37 countries)

United StatesUK

CanadaAustralia

IndiaNetherlands

FranceGermanySweden

BrazilOther

0 150 300 450 600

1311313151622243140

100588

www.socialook.net

Twitter Influence/Hierarchy

� Most of Middle Management

influence levels in the 11 - 20

range

� Most top managers influence

levels in the 41-50 range

� Non-managers influence levels

mostly between 21 and 30 and

most numerous at highest

influence levels

0

70

140

210

280

350

N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+Other Middle ManagementTop Management

www.socialook.net

Twitter Influence/Department

� Marketing employees most

influential: average influence

41 - 50

� Most departments have their

influence levels between 11

and 30

0

70

140

210

280

350

N/A 1-10 11-20 21-30 31-40 41-50 51-60 60+

Technical Other Marketing SalesHR Retail

www.socialook.net

Employee Activity: Tweet categories

• Employees are mostly

replying to other tweets

• URLs and retweets are

about 38%

Personal16%

URL21%

Mention9% Retweet

17%

Reply37%

www.socialook.net

Employee Activity: Shares/Account Type

� Employees share more

than two times more

information than corporate

accounts

� However, employees share

only 56% company-related

information compared to

corporate accounts

0

5,000

10,000

15,000

20,000

Corporate Employee

299530

6468

2591

16241

7854

Total Tweets URL SharesCompany specific URLs

www.socialook.net

Employee Followers Distribution

• On average, Microsoft employees

have ~600 followers

• Employee accounts have about 6

times less total followers than

corporate accounts

• However, only 34% of these

followers are present in corporate

accounts

• Therefore, employees are a source

of fresh followers 0

1,000,000

2,000,000

3,000,000

4,000,000

Corporate Employees Overlap

197,556581,031

3,345,031

www.socialook.net

Employee Reach* Analysis

• Company related messages shared by

employee accounts are reaching 107 times

less people than the corporate accounts

• Company related messages shared by

people outside the company reach 8 times

less people than that of corporate

accounts

• The difference can be explained by:

• Very low number of company specific

URL shares by employees

• Employees have smaller audiences

than corporate accounts 0

7,500,000

15,000,000

22,500,000

30,000,000

Corporate Employees Other

3,032,803

226,909

24,437,813

*Reach is calculated only for company specific URLs. Reach measures the potential number of people that the company’s messages are reaching

www.socialook.net

Employee Engagement

• Corporate accounts generate less than

half the total engagement for company-

related messages

• Employees create 9% of the total

engagement

• Microsoft employees generate 25x more

engagement/tweet/follower than

corporate accounts

• Accounts from outside the company

generate 11x more engagement/tweet/

follower than corporate accounts

Other53%

Employees9%

Corporate38%

www.socialook.net

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