Late last year, our good friend Sarah Goodall of Tribal Impact released a framework for classifying employees on social media in 9 different buckets based on their maturity, ranging from Influencers (people that have a rich network and are actively shaping discussions about different topics) down to Inactives (people that have a very small social network and low to non-existent activity). We recommend you to read her post to see a detailed description about each category, but the bottom line is that if companies could knew how “mature” each employee is on social media, they could provide a tailored approach (trainings, guidance, amplification, and so on).
Since analyzing employee activity on Twitter is our specialty, in the last few months we have worked with Sarah to run an analysis of SAP employees based on the stages of social media maturity. And we are finally ready to release the results today! You can read all the details on the study in Sarah’s post on the Tribal Impact blog. Why did we choose SAP? Because it is one of the largest tech company in the world, and it has a massive presence on Twitter: more than 5,000 accounts have identified themselves as SAP employees in the bio. So we analyzed their tweets for a period of one month (March 16th – April 15th) in order to get their activity stats (tweets and retweets). By coupling them with the number of followers for each account, we were able to place them on the 2 axes of the model (Level of Social Activity and Network Size).
I will keep this post short by inviting you again to read her article: Know Your Advocates. Focus Your Social Training . And hopefully you will here more from us (and from her) about the employee social media maturity framework in the coming months.