Corporate use of both Twitter and LinkedIn continues to grow over the time of our research. For Twitter usage (which we have tracked in detail for the past 3 reports), total Twitter followship has increased from 4.5m people in April last year to 5.8m at the beginning of 2015. The number of people that corporate accounts follow is much lower, indicating a general “broadcasting” usage model by press and PR teams for the most part. Total people followed by FTSE100 companies has only increased by around 20,000 to now stand at around 140,000.
There are only 6 companies on the FTSE100 that are still to adopt Twitter as a corporate communications channel.
The growth of LinkedIn as a content platform in the past few years is evidenced by the huge increase in the number of people following FTSE100 companies on the site. When we started our research in the summer of 2013 there were around 4.6m people who had followed a FTSE100 company on the social network. That figure now stands in excess of 10.6m.
Meanwhile the total number of people identifying themselves as employees of FTSE100 companies has risen around 350k in the same period, now standing just short of 1.4m people.
The story for CEOs is very different. In total, the followship of the FTSE100 CEO community has not recovered since its height in 2013. Over the course of that year, two CEOs (Carnival’s Micky Arison, also owner of NBA team Miami Heat and Burberry‘s Angela Ahrendts) left their roles. The total followship of the remaining CEO cohort is now just over 32,000 (from a peak at over 150,000).
Because of the way in which LinkedIn presents its data, it is not possible to provide accurate numbers of how many connections FTSE100 CEOs have on the network. 33 of the current incumbents appear to have LinkedIn profiles, 18 of whom have in excess of 500 connections (the point at which LinkedIn stops reporting specific numbers).
One other curiosity is that although we now have more female CEOs at any point since we’ve been running the index, not one of them is active on either LinkedIn or Twitter.