Burberry tops FTSE100 Twitter league with 1.4m fans
Burberry has been crowned social media king of all FTSE100 companies for the third year on the trot following an analysis of each firm conducted by Battenhall which showed the fashion house to have 1.4m followers.
The research found that Sky had the greatest social media influence overall with in excess of a million followers, whilst pharmaceuticals firm Shire had the least impact – courting a paltry 30 followers – although it did only start its feed in August.
In terms of individual CEO’s Dixon’s Carphone’s Sebastian James topped all others 30,350 followers.
Joining Burberry and Sky in the upper tier of corporate tweeters were ITV, M&S and Tesco, fuelling a growth in audience for the FTSE100 as a whole, with 49 per cent of all firms now boasting 10,000 followers or more, up from just 39 per cent last year.
Drew Benvie, founder of Battenhall, said: “Working closely with this data, we have seen some marked trends over the last three years. Nearly all of the FTSE 100s have upped their game, and social media has become a more corporate place for them. The real growth is going to come from the CEOs, with only nine active on Twitter right now. We will likely see them appearing on Instagram soon also, perhaps even bypassing Twitter altogether in some cases. The next 12 months will be critical for any transparent global brand.”
Whilst a record number of CEO’s and brands are now tweeting the majority are notable only by their silence with nine companies having no Twitter presence whatsoever, overall the combined FTSE 100 Twitter audience has doubled over the past 12 months from 6.4m to 12.4m however.