Report: How Are CFOs Using Twitter?

Chief Financial Officers are talking about business on Twitter, but they also care about current events, culture and sports.

It’s a no-brainer for marketing executives to be active on social media, but what about financial executives? According to the latest report from Leadtail, CFOs are getting on Twitter so they can understand how social impacts the bottom line.

In collaboration with Intacct, Leadtail analyzed Twitter activity of more than 500 CFOs to find out what they are discussing and which publications they’re following on social media, and which of those publications have the most influence with finance execs.

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According to the report, CFOs are still in the early stages of social media engagement. Still, these finance execs clearly care about business and this interest is apparent in what they share on Twitter. 42 percent of all the content shared by CFOs is focused on business, tech and finance; 34 percent is news and lifestyle content.

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Finance execs seem to prefer some of the older media outlets for their news, culture and lifestyle content. In the list of top 25 news outlets for this kind of content, the New York Times topped the list, followed by the Washington Post, Huffington Post and USA Today.

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For business, technology and finance content, CFOs turned to some of the most obvious and trusted publications. The Wall Street Journal topped the list for business and finance content, followed by Forbes, Business Insider, the WSJ blogs and TechCrunch.

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Wall Street Journal definitely has influence among finance execs and topped the list of most retweeted publications. Other influential publications included Harvard Business Review, Sports Center, Inc., and the Economist.

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Download the full report for details on how CFO Twitter activity compares to that of other C-Suite executives and how finance execs are accessing Twitter.