Twitter is not catching on with senior execs

Some FT research just out has revealed that Twitter hasn’t caught on with senior executives. A worldwide survey found that less than 10% of senior executives were using it for work. Really that low?

I’m surprised as that’s just one in ten using it for work with 20% using Twitter in their leisure time. Personally, I don’t really do Twitter and leisure – for me it’s all about work (is that odd?), but it is interesting to see more execs are using it more for leisure than work. That seems back to front. I think Twitter is a great tool to use at work, but I don’t want to share the useless crap that I spend the rest of my life doing (that’s what Facebook is for – unless you really care that I lost at softball and am in some bar in North London).

I wonder if this at all connected to falling sign-up rates reported this week by WebProNews. It said that in October new people joining Twitter was down, but tweets were up.

It said November looked similar with new registrations continuing to decline and tweets grow with 9.5 tweets per registered user up from 9.3 in October.

Social Media – Other stats that came out of the FT/Doremus survey included that only 22% of senior executives use social media for business. That also seems worryingly low or shows the extent of the social media barrier that has yet to be breached.

More than half of the executives questioned said they read blogs, stream video and watch webcasts.

Community sites – Not sure if this all LinkedIn is, but the research found that more than half participated in community sites for work-related purposes (although I’m not sure I like how they have separated community sites from social media).

Also making inroads are social book marking sites, which increased from 8% in 2008 to 45% percent in 2009. Use of community sites increased from 24% in 2008 to 60% in 2009 (a big rise for LinkedIn as it passed that 3m milestone in the UK? — a person has to find a job somewhere).

Blogs – Few have blogs with just over one in ten blogging although 31% contribute to a blog and 69% read one (well at least they know what a blog is – that’s a bonus).


  • Neil Hopkins

    THe problem I find with Twitter is that there’s no-one interesting to follow for work purposes.
    A search for marketing and South east just didn’t get anyone saying anything of any interest.
    Perhaps I’ve used the wrong search terms…
    Having said all that, after 10 mins of using the site, I got totally bored and haven’t got back since.

  • Gordon Macmillan

    Neil you should really give it another go. There are a lot people out there in the South East Twittering away – a lot of the value comes in exchanging good links and the networking that it can provide. One of the things we are working on is a list of relevant Twitter users to follow. But it does take a little time and work.

  • Neil Hopkins

    Hi Gordon

    Strangely enough, I’ve been thinking just that today (for work purposes, rather than home!).
    Had another 10 minute play and can’t seem to find people I want to follow.

    But I’m really considering it as a crisis communications tool – will be interesting to revisit in the new year.

    Without sounding like a complete dolt, are there any really good online guides out there to give decent hints/tips for exploring twitter?