Twitter Communication Analysis

19-25 November 2012

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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)

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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

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Employee Twitter Accounts Activity* Analysis

23% of the employees

were active in the last 24h

51% in the last week

Last 24h
Last Week

395

Last Month

301

Last Year

73% active in the past

month

330

215

More than 1 year

48

No Tweets

15

Protected

45
0

200

400

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

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Employees/Hierarchy Level
11% Top managers
Top Management
10.6%

20% Middle Management

Middle Management
19.9%

69% have no management

position

Other
69.5%

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Microsoft Twitter Employees/Department

730 Technical
Retail
1%

213 Marketing
35 Sales
21 HR
10 Retail

Sales Marketing
2%
15%
Technical
52%
Other
29%

HR
1%

405 other*
*The other department consisted of employees that didnt share a position in their bio or didnt belong to any of
the 5 departments

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Microsoft Twitter Accounts/Country

42% of employees are from
US
7% are from the UK
9% are from other
countries (37 countries)

United States

588

UK

100

Canada

40

Australia

31

India

24

Netherlands

22

France

16

Germany

15

Sweden

13

Brazil

13

Other

131
0

150 300 450 600

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Twitter Influence/Hierarchy
Most of Middle Management

350

influence levels in the 11 - 20

range

280

210

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

140

70

N/A

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

Other
Top Management

Middle Management

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Twitter Influence/Department
Marketing employees most
influential: average influence
41 - 50

350

280

210

Most departments have their

influence levels between 11
and 30

140

70

N/A

1-10 11-20 21-30 31-40 41-50 51-60

Technical
HR

Other
Retail

Marketing

60+

Sales

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Employee Activity: Tweet categories

Employees are mostly
replying to other tweets

URLs and retweets are

about 38%

Personal
16%
Reply
37%
URL
21%
Mention
9% Retweet
17%

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Employee Activity: Shares/Account Type

Employees share more

20,000

than two times more

information than corporate
accounts
However, employees share
only 56% company-related
information compared to
corporate accounts

16241
15,000

10,000

5,000

7854

6468
2591
530

299

Corporate

Employee

Total Tweets
Company specific URLs

URL Shares

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Employee Followers Distribution

On average, Microsoft employees

4,000,000

have ~600 followers

Employee accounts have about 6

3,345,031
3,000,000

times less total followers than

corporate accounts
2,000,000

H o w e v e r, o n l y 3 4 % o f t h e s e
followers are present in corporate
accounts

1,000,000
581,031
197,556

Therefore, employees are a source

of fresh followers

0
Corporate Employees

Overlap

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Employee Reach* Analysis

Company related messages shared by 30,000,000

employee accounts are reaching 107 times

24,437,813

less people than the corporate accounts

Company related messages shared by

22,500,000

people outside the company reach 8 times

less people than that of corporate
accounts

15,000,000

The difference can be explained by:

Very low number of company specific

7,500,000

URL shares by employees

3,032,803

Employees have smaller audiences

than corporate accounts

226,909
0
Corporate Employees

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

Other

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Employee Engagement
Corporate accounts generate less than
half the total engagement for companyrelated messages
Employees create 9% of the total
engagement
Microsoft employees generate 25x more
engagement/tweet/follower than
corporate accounts
Accounts from outside the company

Other
53%

Corporate
38%

Employees
9%

generate 11x more engagement/tweet/

follower than corporate accounts

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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

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