Wednesday, July 5th, 2017 | 4 min read
As executives who lead the public facing side of their companies, CMOs have an obligation to set the tone with their personal social media approach.
In a new report, Forbes and Sprinklr teamed up to find The World’s Most Influential CMOs. Those who made the cut don’t just use social media to reach customers; they also have a clear impact their own peer groups and personal networks.
We took an in-depth look at how top CMOs interact with their audiences and each other. We also saw how the most influential CMOs use social media differently than other CMOs – including how often they post, how many followers they have, and who they’re connected to.
Here’s what we found about how top CMOs use social media.
Social outreach isn’t just a task to check off on a list of work responsibilities. It’s a valuable tool for building personal and professional relationships. Top CMOs understand this. That’s why they’re more socially active than other CMOs.
The study found that 45 of the top 50 CMOs are on Twitter, and 49 are on LinkedIn. In fact, top CMOs have twice as many LinkedIn connections and twice as many posts as the average big-brand CMO. They also tweet an average of once a day, while other CMOs tweet less than once every two days on average.
Social media isn’t just an indicator of CMO influence; it’s an active instrument top marketers skillfully utilize to expand their reputation and reach.
Top CMOs are committed to building social connections with their team members and employees. This helps them broaden their influence and perform their jobs more effectively.
That’s why the most influential CMOs have the same proportion of internal and external connections as other CMOs do. They don’t just have large networks because they work for big brands, however. They continuously use social media to grow as marketers and make new professional connections – no matter their status.
The numbers speak for themselves: The top 50 CMOs have 2.5x as many Twitter followers as the top 449 CMOs. The elite group averages more than 10,000 followers each, compared to an average of 4,000 followers for the larger pool of marketers.
Still, social media isn’t just about broadcasting messages. It’s also about listening and learning from other. The most influential CMOs understand this. That’s why the average top 50 CMO follows almost 1,600 people, compared to just over 600 for the top 449 CMOs.
Among the the top 50 CMOs, there’s a small list of influential CMOs who are more densely connected to their peers in terms of whom they follow and who follows them. We found three distinct sub-communities within this group. They include:
These CMOs use their networks to share company updates, offer industry expertise, and forge connections that can help them advance their careers.
CMOs have different responsibilities than they did 10 years ago.
They aren’t just the brains of the marketing organization anymore; they’re also the eyes and ears – monitoring audience interactions, industry trends, and brand perceptions. Most importantly, they know that social influence is paramount in this digital world.
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