One headline from Influencer50’s forthcoming Global B2B Influencer Survey 2013. The full survey announcement on Dec 12th.
As part of its research, Influencer50 analysed the use of Twitter amongst its identified top influencers. While the majority of top influencers across each region did have their own Twitter account, less than one-half had posted any updates in the past two months, so making their account effectively inactive.
This equates to only one-third of all top B2B influencers posting to Twitter in the past two months.
Percentage of top B2B influencers active on Twitter:
|Own a Twitter account||Posted in past two months|
“There’s been so much talk over the past eighteen months about so-called ‘social influencers’. All these digital agencies have hijacked the term influencer marketing to relate to those on social platforms – mainly Twitter. That’s never jibed with our own experience of B2B purchase decision-making so we spent a year collating data on the subject.” – Nick Hayes, Principal of Influencer50 Inc.
“It doesn’t even mean that the one-third who have recently posted on Twitter were at all prominent on a relevant subject – they might have been very far down the ‘long tail’ – posting just once on an unconnected topic. So even trawling Twitter for industry talk doesn’t mean anyone would have found them. Twitter is not where the real influence in B2B is being conducted – despite every marketing depts. keenness to be active there.”
This research comprised research across four continents and forty-one countries analyzing a combined 36,218 B2B-oriented individuals. The continents were North America, Europe, Asia and, to a lesser extent, Africa.
- Nick Hayes: Working with Influencers, Part 2 (Video) (influencermarketingreview.com)
- Are Your B2B Prospects Satisfied with Your Message (business2community.com)