Who are the analysts who use Twitter the most effectively?
Using SageCircle’s excellent database combined with a good number of my own I have used TweetLevel to understand who are the most important analysts on Twitter. These names are included on the following Twitter list – link
This unique tool compiles twitter data from over 30 sources and feeds the data through an algorithm to rank an individual according to four weightings:
- Popularity (i.e. How many people follow you)
- Influence (i.e. What you say is interesting, relevant and many people listen)
- Engaged (i.e. You actively participate within your community)
- Trusted (i.e. People believe what you say)
Of course, the explanation above is a simplified definition of a complex algorithm(the full methodology of this is shown at the bottom of this post).
How TweetLevel can be used?
I use this list by looking at a micro topic area (such as SaaS) and understand who out of the 950+ analysts on Twitter are the ones that truly use this as a conversation tool. I am normally left with ten names who I now know are critical to engage with. What counts is that if my analysts use Twitter as a medium to engage in conversations then I need to know who they are and take part in the discussion with them.
(Blatant self-promotion – if you want me to sort a list for you that is automatically updated for your specific area (that can be as broad or as specific as you want – from BI to Starbucks) then let me know.)
The primary ranking metric is influence. However, it is interesting to see that when we analyse the same 950 names by influence we get a completely different top 10 list. Congrats to Michael Gartenberg for being the only one to hit both groups.
Once again a huge hat tip and pat on the back to Jeremiah Owyang who leads the way by a country mile. Everyone should take note how he uses Twitter to engage with his community and provide real value.
For the first time I have now seen a larger number of brands in the top five than individuals. eMarketer, Forrester and EConsultancy all fair extremely well. We should therefore recognise other people who punch well above their weight scoring exceptionally highly even though they are only in smaller firms. Kudos to James Governor (jumps from 5th to 3rd) and Michael Krigsman (new entry at 7th).
Even though the influence is the primary ranking metric, I also like to look at those analysts who are most engaged. To have a high level of influence is partially (but not massively) related to popularity. Engagement however is purely related to how someone engages with their community. My praise therefore goes out to Ron Shevlin who even with less than 1,000 followers is especially engaged with his community. This is where TweetLevel excels – normally people like Ron would be ignored on many influencer lists, but in this case it shows that his use of Twitter is exceptional for a particular niche area.
The other key finding from the engagement list is that everyone in the top 10 are individuals not brands. With the recent discussion in the analyst world regarding personal brand versus corporate brand, I will be interested to see whether we will see a move to more company-led tweeting.
Whenever these lists are published, there are several points that always get raised which I will address now…
- This twitter account is not from an analyst. The argument as to whom is an analyst or a consultant is becoming largely moot. In my opinion if someone is independent and directly influences technology procurement then they are an analyst – I for one therefore see Vinnie Mirchandani as an analyst. I know this will cause a huge amount of disagreement but as an outsider looking in this is the way I see the market. This is not to say that some analysts have different strengths over others, it is more a case that I think as an AR pro, I need to monitor the lot of you.
- The twitter handle is written by multiple authors. Some twitter accounts have several analysts writing them whereas others do not. The merits of a single twitter account author is something that I personally favour as this allows me to understand the tone of author without having to understand the many personalities that are associated with it. Regardless, for this table, my view has not been to argue this but merely to present the data.
- It is irrelevant showing all the tweeters as I am only interested in a specific topic– bingo, that is exactly right. My suggestion to all AR pros is to identify which of your analysts are on this and only look at those. If you would like to understand who is important for a particular micro-topic area, please let me konw.
- Hey – you have forgotten to include this list. Please let me know the name and if I will include it as an edit.
Top 10 Analyst Tweeters (ranked by influence and engagement)
|Rank||Ranked by Influence||Ranked by Engagement|
Top 500 Analyst Tweeters (ranked by Influence on TweetLevel)
These names are included on the following Twitter list – link