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How Senior Marketers Are Using Twitter

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Links to mainstream media sites are the most commonly shared type of content by senior marketers on Twitter, according to a recent study by Leadtail.

The study, which analyzed the tweets of 1,797 marketing executives (manager level and above) in 1Q13, found that 44% of all links shared by senior marketers came from mainstream media outlets—and that most of the content was business, technology, and media focused.

Industry media was the second most shared type of content (32% of all shared links), followed by social/user generated content from sites like YouTube and Tumblr (21%).

Below, additional key findings from the B2B Social Insights Report: Marketing Executives on Twitter.


Content Sources

Across all three content types—mainstream media, industry media, and social/user generated—senior marketers tend to share consistently from the same sources.

Mobile Sharing

40% of all the tweets analyzed from marketing executives originated from a mobile device. In particular, iPhone apps were very popular with senior marketers for mobile sharing.

Web Sharing

Most of the tweets analyzed that originated from the Web came from two touch points: Twitter's web interface and the distributed Tweet button.

About the research: The report was based on an analysis of the tweets of 1,797 marketing executives (manager level and above) based around the globe, but primarily concentrated in North America. A total of 407,192 tweets, and 185,948 shared links published between January 1, 2013 and March 31, 2013 were analyzed.


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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Gracious Store Fri May 31, 2013 via web

    Interesting study on who send tweets or re tweets contents

  • by kaushiki@iQeCommerce Mon Jun 3, 2013 via web

    Really the content and the statistics prove that Twitter is gaining importance amongst senior marketers in comparison to other websites or social media..the tweets helps the marketers for better and targeted connections..so marketers should keep tweeting and retweeting..

  • by Tarjinder S. Kailey Thu Jun 6, 2013 via web

    But how do you use Twitter to your advantage, right? You have to earn how if you want to maximize the potetial of Twitter for you. Here's a simplified verison of how to use Twitter for marketing. I kept it short just like how one does it on Twitter http://slidesha.re/13Ha0OV

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