I’ve been doing a bunch of research into online Influencer identification, marketing, and engagement the past 6 months. It’s a topic that is getting more traction and I expect in 2014 we will see a lot more interest in Influencer research, marketing and engagement strategies.
For my part, I’m planning on providing lists of online influencers for each of the 2014 Trend Reports that I am planning on publishing in mid January. One of those reports will be on trends in Marketing, so a recent Forbes article about Influential CMOs caught my eye.
On October 3, 2013 Forbes and Appinions published a list of “The Most Influential CMOs” along with study results. You can access the article and a pdf file of the study report via the URL http://www.forbes.com/sites/jenniferrooney/2013/10/03/the-worlds-most-influential-cmos.
It’s a very interesting read. CMOs from the Forbes 500 were identified and ranked based on the number of mentions of their name in the media over a 60 day period from July 27 – Sept. 24, 2013. Research was conducted to determine the CMOs who were mentioned the most online. 66 CMOs were rank listed as being the “World’s Most Influential CMOs”. It was found that the most mentioned CMOs were typically most associated with topics that were important to their business or industry. The pdf file also offers some other interesting research on influencers within companies.
After reading the article and downloading the report, I became curious as to whether the 66 CMO’s that were identified were actually participating on social media platforms. Longtime readers of this blog might remember I did a similar analysis on CIOs a few years ago (see “2009 CIO Award Winners Are Not Embracing Social Media”).
So I launched into an inventory and analysis of the 66 CMOs in the Forbes / Appinions research report. I wanted to find out if these 66 CMOs had LinkedIn and Twitter accounts and whether or not they were active on those platforms and had established a large social network. I was also interested to see if any of the 66 CMOs were sharing their own thought leadership on a blogging platform. My research was conducted December 7-10, 2013.
In summary, I found that only a fraction of the 66 CMOs on the Forbes “World’s Most Influential CMOs” have presence on social platforms.
- While almost half of the 66 are actively building their network on LinkedIn, 24 (34%) have less than 3 connections on LinkedIn.
- Only 14 (21%) are both active on Twitter and have over 1,000 followers
- Only 12 (18%) have a blog and only 4 (6%) have posted in the past two months
Clearly, the leading CMOs around the world may be getting quoted in media, but they are generally not actively participating on social platforms. I’d like to see them all contribute more of their thought leadership via blogs on their company websites or via personal blogs. They can also share their thoughts via Twitter and on LinkedIn. We can all learn so much from them.
For more, check out my slide deck out on Slideshare (embedded below)
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