Tech CEO Stars Don’t All Shine online

June 14, 2015

CEO’s of tech giants like Tim prepare dinner, Mark Zuckerberg and Larry web page are probably the most most recognized names now not only in the business world but in any field. From product launches that provide consumers a glimpse into the future, to tweets, facebook posts and interviews which are learn by means of thousands and thousands, these CEO’s have turn out to be celebrities in their own proper. the flexibility to captivate an target audience is now a important part of the Tech CEO’s skillset.

the rise of the Tech CEO has coincided with the explosion of the sharing financial system, with more and more CEO’s the usage of social channels to interact with shoppers. and they aren’t simply the use of social to discuss Tech issues however as an alternative they move comment on considerations like the global economy and world poverty.

last 12 months, we used Talkwalker’s advanced social media analytics to seize the social process of FTSE one hundred CEOs. We had been stunned to find that handiest eight made a aware effort to enhance a social reputation. to seek out some social development setters, we grew to become to america tech sector, and were just as stunned to search out that tech CEOs are virtually, if now not fairly, as reticent.

We chose to have a look at the high 10 Tech firms on the NASDAQ stock exchange by means of market capitalization and examined over 2 million results across online media and social networks from the last 3 months. here’s what we found.

(All stats are for the closing three months unless in any other case mentioned.)

Tim cook and Mark Zuckerberg Dominate the internet

(Share of voice for high 10 Tech CEOs throughout all online media channels)

looking across all online mentions it’s clear that the two CEOs of fb and Apple respectively dominate the dialog in comparison to their peers.

even supposing cook has more mentions overall, looking at the share of mentions between the 2 international, in South america, Europe, and Asia it’s if truth be told Zuckerberg that’s producing more dialog. an indication in all probability that the fb chief is extra of an internationally recognized determine whereas cook dinner is extra of a home famous person.

(Share of on-line conversations for Tim cook dinner and Mark Zuckerberg by continent)

examining the spikes in mentions in more element, we see that the primary drivers of social conversation round Tech CEOs had been linked to Tim cook dinner’s comments about Indiana’s religious freedom law, Mark Zuckerberg’s safety of web.org in India and the following internet neutrality debate and the appoint of Chuck Robbins as Cisco’s new CEO.

(Breakdown of reasons of mentions spikes for top 10 Tech CEOs across all online media channels)

online best Publications power the discussion

it’s possible you’ll expect that essentially the most shared articles about these trade titans would be the major information publications and industry magazines however in reality the supply that generated essentially the most engagement was once the Motley fool, a trade weblog/funding group. the principle source of these big ranges of engagement is facebook where Motley fool articles routinely exceed 1 million shares.

(prime 10 most influential sources for discussion about prime 10 Tech CEOs)

in reality, the only “traditional” information newsletter that make the highest ten are the brand new York instances, the united kingdom’s daily Telegraph and Time journal with the likes of Mashable, Gizmodo and The Verge driving extra dialog.

Twitter, the Social Channel of option for Tech CEOs

Working in the technology sector you may also suppose that Tech CEOs could be very social energetic however whereas many had non-public Twitter feeds, few used other social networks akin to fb or LinkedIn to have interaction with the public.

Of the Tech CEOs we examined, 8 of the 12 had a Twitter feed, 2 of the 12 had publicly accessible facebook Pages and three of the 12 had a publicly accessible LinkedIn web page. As Twitter gave the impression to be the main channel that these CEO’s used to interact with the general public, we used Talkwalker Social Channel Analytics to check their Twitter task aspect by means of facet to peer who was the most active, who was producing the most attention and what sort of themes they were speaking about.

prepare dinner Dominates Twitter job, web page and Zuckerberg Absent

having a look at the complete job around the Twitter handles of Tech CEOs – i.e. their very own tweets and retweets mixed with the mentions and retweets they receive from their audiences – we see that this time Tim cook dominates in an immense way.

(Share of voice for dialogue round Twitter handles of high 10 Tech CEOs)

One big reason for this can be that his primary rival in on-line mentions, Mark Zuckerberg, has no longer used Twitter considering 2012. Google CEO Larry page also doesn’t have a Twitter profile – perhaps a sign that these two CEO’s imagine Twitter to be a competitor to their very own social networks as Zuckerberg does have facebook profile and Larry page does have a Google + profile.

although most of the CEOs examined do have Twitter feeds, most tweet lower than as soon as every two days. The Twitter account that drove essentially the most target audience task, @tim_cook, was once in fact some of the least energetic over the period with the Apple CEO best tweeting thirteen times over the past three months.

(collection of tweets, replies, and retweets posted by top 10 Tech CEOs)

What these figures appear to show is that cook dinner is an anomaly amongst Tech CEOs as usually conversing, the extra active CEOs – Cisco’s Robbins, SAP’s McDermott and Microsoft’s Nadella – are producing extra job than folks that tweet much less like Oracle’s Mark Hurd and Intel’s Brian Krzanich.

yet another thing…

And finally, listed below are the three most shared tweets from the top 10 Tech CEOs during the last three months (no prizes for guessing who’s number 1…)

So What Have We discovered?

There are several key takeaways from these results:

except Tim cook and Mark Zuckerberg, the private allure of Tech CEO’s appears somewhat limited on a wide scale.
Zuckerberg is the most internationally discussed Tech CEO.
lots of the top Tech CEOs do at the least have a some roughly social presence however most don’t use it very so much.
When Tech CEOs speak about societal issues it drives a number of conversation.
internet only publications like Mashable, The Motley fool, and Gizmodo appear to have extra affect than conventional media relating to discussions about trade leaders.

With the likes of Twitter, fb, and LinkedIn increasing their number of users day by day, social media bargains CEOs a possibility to connect with the customers and purchasers that through their products and use their services and products daily. There are indubitably risks, however the fact that lots of the CEOs talked about do have Twitter profiles suggests that Tech firms are thinking of the usage of CEO celebrity power to succeed in a much broader audience but may still be understanding the best way to do it.

picture credit score: Brian Solis, www.briansolis.com and bub.blicio.us