A recent article in the Australian Financial Review highlighted that digital strategists have predicted senior Australian executives will become ‘more commonplace on social networks over the next two years in a bid to avoid losing control of their brands’. Wesfarmers managing director Richard Goyder is highlighted as the second S&P/ASX Top 50 chief executive to engage on a personal level in social media, following on from Rupert Murdoch who joined Twitter in August.
While the popularity of Twitter is somewhat dwarfed by Facebook take-up, it is pretty firmly entrenched as a social media favourite of many individuals and companies. There are a number of businesses that are using Twitter for engagement, analytics and data re-sale. Twitter has in turn launched a Twitter Certified Products Program to engage developers to build products and services that encourage greater use of Twitter data.
The Twitter Certified Product program includes support for; building actionable reports on a brand’s Twitter audience and providing industry-specific analytics that tie activity on Twitter to metrics of success. In terms of data re-sellers, Twitter encourages the development of historical APIs that allow analytics companies to study past conversations and encourage integrations with third party data and services.
There are a number of companies that now offer reports about the success of conference engagement by analysing the number of tweets, as well as the influence and reach of the people tweeting throughout the conference. Where conference audiences were once asked to turn their phones off or put them on silent, they are now asked to put the phone on silent but continue to engage throughout the conference by carrying on Twitter conversations or putting questions to presenters via specific conference hashtags.
In July 2012, AdCorp reported that 9.31% of the Australian population had Twitter accounts and that they spent an average of 10 minutes and 50 seconds using Twitter during that month.
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