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How Marketing Executives Use Twitter: Top Content Sources, Most Retweeted Handles

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Nearly half (47%) of the content links shared by marketing executives on Twitter come from mainstream media sources, according to a recent report from Leadtail and Neustar.

Most of the content is news and strategy focused, typically covering broad business and technology issues as well as social media trends, the analysis found.

Some 38% of content shared by marketing executives via Twitter comes from industry media sources, and 12% comes from other social networks (YouTube, SlideShare, etc.).

Below, additional key findings from the report, which was based on an analysis of 131,697 public tweets sent in 4Q14 by 1,034 CMOs and other top marketing executives (VPs, senior directors, etc.) at brands and agencies in the United States and Canada.

Top Content Sources


Forbes was the most shared mainstream media source on Twitter in 4Q14 by marketing executives; the New York Times was second.

Most Retweeted Handles

Fast Company was the most retweeted publisher/brand by marketers in 4Q14.

Vala Afshar was the most retweeted person.

Most Mentioned Handles

LinkedIn was the publisher/brand most mentioned on Twitter by marketers in 4Q14.

MarketingProfs' very own Ann Handley (@MarketingProfs) was the most mentioned person.

About the research: The report was based on an analysis of 131,697 public tweets sent in 4Q14 by 1,034 CMOs and other top marketing executives at brands and agencies in the United States and Canada.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Todd Henderson Wed Mar 18, 2015 via mobile

    Very interesting stats. Was beginning to feel like a stalker w how much I RT @ValaAfshar @jaybaer & @garyvee. This report makes me feel a little better that zillions of other folks are as well! :)

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