Report: How Chief Marketing Officers Use Twitter

Leadtail and Neustar analyzed the Twitter accounts of more than 1,300 CMOs in the U.S. and Canada to find out how they use Twitter.

Chief Marketing Officers are some of the biggest thought leaders in the social media world. Whether CMOs are involved in B2C, B2B, or agency marketing, marketers of all stripes can learn from their actions. A new study from social insights firm Leadtail and cloud-based analytics and services provider Neustar examines the Twitter habits of CMOs to provide insights into social media marketing.

The study identified 1,034 CMOs and marketing executives at brands and agencies across the U.S. and Canada, and then analyzed 131,697 of their public tweets between September and December of last year. These tweets included more than 76,000 retweets, more than 21,000 unique hashtags, and more than 110,000 mentions.

The study found 10 key social insights about CMOs including:

  • CMOs are looking for strategic insights from others to cope with the explosion of technology and data-driven marketing.
  • The line between B2B and B2C continues to blur, though generally B2B marketers focus on technology, and B2C marketers focus on their brand.
  • Social media influence is shifting to highly valuable audiences, instead of audiences that are just large.
  • Linkedin has become more popular among marketing executives: cross posting from Linkedin to Twitter has increased more than 200 percent in the last 24 months.

When it comes to most popular apps and services for sharing, Twitter’s web client was on top with 75 percent of marketers using it, followed closely by Twitter for iPhone.


Twitter continues to act as a hub for content, with many marketers posting content from other networks to Twitter. YouTube drove the most shares, as 48 percent of CMOs shared YouTube content to Twitter during the study period.


When it comes to the types of content, CMOs seem to favor mainstream media sources, but not by much. 47 percent of CMOs preferred to share from mainstream sources. Forbes, paid New York Times content, and Fast Company were the most shared mainstream sources.

To see which publishers and brands CMOs mention most, or to see which topics are most popular among CMOs, download the report from Leadtail and Neustar.

Top image courtesy of Shutterstock.