Few CEOs of large firms leverage the power of Twitter to the fullest extent. The writers analyzed the Twitter activity of 25 CEOs of publicly traded businesses who identified themes and common patterns and were active on Twitter. Based on the kind of content tweeted often, the authors classified the CEOs they studied into Generalists, Expressionists, Tips Mavens four groups, and Company Mavens. Generalists used Twitter to share a wide array of content. At times they tweeted about personal views and interests; other times, they tweeted advice closely associated with the business (for example, strategy, present products and services, customer references, etc.). Yet, on average they had the smallest networks among the groups of CEOs, maybe because they were not sharing information which was unique. Expressionists used Twitter extensively for non-business content sharing. These CEOs gave their followers an insight into their daily lives and shared their views about politics and events. As a brand-building stage for themselves, Twitter was used by them in a lot of ways as they do for their businesses. Tips Mavens frequently shared links to other happenings, news, and info.
Yet, they didn't typically tweet advice unique to their business, acting more like curators of content. Because of this, relatively few individuals retweeted or "favorited"their tweets. Business Mavens used mostly and Twitter widely shared business-related content. In contrast to the other CEO groups the writers identified, Company Mavens often shared information about existing products, new product announcements, customer references and data about direction initiatives and strategy. Although Twitter was also used by them to share content associated with interests and private opinions and links to other interesting info, the bulk of their tweets were business-related. As a group, the Company Mavens generated tweets that were retweeted and favorited more commonly than those of CEOs in the other three groups, and they'd significantly larger follower networks. The authors'research proposes that certain kinds of CEO tweets are more likely to be favorited and retweeted than others: tweets that supply new information
PUBLICATION DATE: January 01, 2016 PRODUCT #: SMR540-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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