If I asked you to tell me which professions have the deepest Rolodex, I bet you wouldn’t start out with computer programming or accounting. I’m guessing you’d list marketing, sales, HR (recruiters, anyway) and PR. So it shouldn’t be a surprise that marketing and human resources/recruiting were the most “social jobs” on the just-released NetProspex Social Index (NPSI), which is based on a database of “crowdsourced business contacts” (tip: TechFlash). The NPSI is a function of three things:
- Social Connectedness: how many people had more than one social media profile (according to the website, these are Twitter, Facebook, and LinkedIn)
- Social Friendliness and Reach: the average number of connections per person across major social networks
- Social Activity is based entirely on Twitter stats: number of tweets, number of followers, and number of people followed
What’s not clear is how NetProspex clumped jobs together.
For example, there is an “IT” job but also a Chief Information Officer. (These two distinctions were lumped into one for the winner, marketing.) What is an “IT” job? It’s not technical support, which had its own category. Later in the report it is defined as “IT directors/managers.” By reading the website, I can further refine this as “people who recommend and buy products” in this sector, otherwise known as “prospects.” So calling these categories “jobs” is also misleading; we’re really talking about senior managers.
According to the NetProspex data, Google leads the pack as far as employees, classified as a B2B prospects, who use Twitter. It’s not clear how important having a Twitter account is versus having a lot of followers; the algorithm used to make the determination is not explained. [This is not to the time to explain why number of followers or number followed are not good measures of success on Twitter.] Nor is there any reference to total employees; I’ve added that in parens where it was easily found.
- Google (21,805, Mountain View)
- The Walt Disney Co. (144,000, Burbank)
- Live Nation, Inc. (4,300, Beverly Hills)
- Amazon.com, Inc. (28,300, Seattle)
- Adobe (8,660, San Jose)
- Dell Inc. (94,300, Texas)
- Brinker International (100,400, Dallas)
- Juniper Networks Inc. (7,732, Sunnyvale)
- Best Buy Co., Inc. (180,000, Minnesota)
- Computer Associates
- Cisco Systems (70,700, San Jose)
- Intel Corporation (80,400, Santa Clara)
- Yum Brands Inc. (49,000, Louisville)
- Sun Microsystems Inc. (GoogleFinance, UK)
- eBay Inc. (16,400, San Jose)
- Intuit Inc. (7,700, Mountain View)
- Iron Mountain Incorporated (10,500, Boston)
- EMC Corporation (43,200, Massachusetts)
- Microsoft Corporation (89,000, Redmond)
- Motorola Inc. (53,000, Illinois)
What do these organizations have in common? California and technology! Two are food-related; two are entertainment; one is retail — but technology; 13 are headquartered in California (+Sun, which used to be headquartered there). Technology managers and executives using technology to network? Let’s chant in unison: “doh!”
It’s hard to reconcile this chart with one that says New York City wins the “most business people who tweet” contest. The measurements are the same: number of tweets, number followed, number of followers. According to this measurement, the top five are New York, San Francisco, Washington, DC., Sacramento, and Phoenix. And remember: it’s not “business people” per se it’s “B2B prospects.”
Are you a prospect? Go check out the database.
Checking my own name makes the claim of database verification … questionable:
First, the HTML Writers Guild board position was a volunteer slot … in the 1990s. So it’s not possible that this contact could have been verified in January 2010. I suppose it’s possible that there is another Kathy Gill on the board; however, the Guild doesn’t list members.
Second, I haven’t written for About.com since March 2009 … and even then I had no power to recommend or authorize business purchases.
Third, a Portland-based Kathy Gill, who is a B2B prospect based on her senior position with an agency, isn’t on the list!
Of course, there doesn’t seem to be an easy way to actually fix one’s profile, not that I want to be a marketing target.
Summary: Grains of salt needed.