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Marketing Magazine released its list of Power 100 marketers on Friday. They stressed the importance this year of the “practical requirements of the 21st Century role” of Chief Marketing Officers and Communications Managers. We at PeerIndex agree that the modern marketing landscape requires a diverse set of skills. Unprecedented changes are taking place which the savvy marketer will make the most of.
One thing that interested us immediately was the inclusion of Twitter handles as well as LinkedIn profiles on the individual pages of the Power 100. This link says a lot about how Marketing Magazine might expect readers to engage with these impressive people. To look someone up on LinkedIn seems fairly straight forward and is a good way of trying to make a connection or find out more about a person’s background. But to look someone up on Twitter is quite a different thing entirely. Twitter is a place where a different side to people is let loose. Those daily thoughts, likes, dislikes, things that delight, things that exasperate, jokes, tips, links or ideas that perhaps give us a more intimate picture of the individual.
The surprising thing was that not many of the Power 100 actually had a Twitter handle. At least, for a group of people who are at the head of their game in Marketing, we found it surprising. With the PiQ search function we were able to quickly do a little research of the members of the list to see if there was any correlation that might answer our question.
The marketers we found on PiQ generally had average to low influence scores on Twitter. Now, many of these are responsible for the running of highly successful social media campaigns for their brands, so they obviously know what they’re doing. But it does raise the question of how important Twitter is to individuals such as these. Can a strong Twitter following and authority for a CMO generate positive activity online for the brand they represent? What’s the sort of activity that marketers should be getting involved in online?
Those with higher scores tend to tweet about a healthy mixture of their own brand’s marketing activity, conferences, articles about the industry and general news and events that everyone is talking about. It was also those marketers who worked for fashion or food and drink brands who seemed to have the greatest influence on average, with Johnathan Mildenhall (61) and Musa Tariq (57) of Coke and Nike respectively scoring particularly highly. Tech marketers were strangely lagging behind in their scores.
Finally, we typed ‘marketing’ and ‘CMO’ into our influence search to see what might come up. Interestingly there were a lot more higher scoring users from the USA and Europe than there were in the UK. Perhaps the marketing ‘guru’ is not a very British phenomenon or perhaps the Brits don’t know how to market themselves as well as their products.
Do you know a CMO or Marketing Director who has their own influential presence on Twitter? Is it important for marketing leaders to have such a presence? Why do you think the UK seems to have far fewer marketing Twitter personalities than the USA?
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