The microblogging platform, Twitter, is almost ubiquitous. Members of the public, citizen journalists use it, so too do business leaders, charities, scientists, authors, writers, politicians, even presidents. But, are companies making the most of it? Writing in the Journal of Global Business Advancement, a team from India has analysed 25 startups and the twitter use of their Chief Executive Officers (CEOs) there to answer that question.
Nakul Parameswar of the Indian Institute of Management Jammu, in Jammu and Kashmir, and colleagues explain that “The active involvement of Chief Executive Officers in social media influences the business effectiveness, performance and market legitimacy of the business.” The team used two data mining tools – Anaconda Navigator and TIBCO Spotfire – to analyse well over 160 000 tweets from the 25 CEOs to come to this conclusion. They point out that the CEOs were tweeting about a wide range of topics: various aspects of emotions ranging from the business sector to personal feelings, political views, and societal concerns.
As the shine has worn off the traditional media newspapers, television, and radio in the wake of Web 2.0 and the advent of the so-called social media and online social networks there is greater equity between the information providers and the information consumers. Indeed, citizens feel that social media gives them a voice that was once the preserve of editors, journalists, news anchors, and presenters. In terms of commerce, social media gives consumers a voice that allows them to share experiences with products and services as well as reach out to the very people who offer them in a way that was never possible in the days of one-way media and a handwritten letter to the company headquarters.
In return companies and providers need to recognize and be responsive to the activity of the clients and customers online. There is a vast spectrum of responsiveness among the 25 CEO twitter accounts analysed. Some need to do more, some maybe do too much. Balance is needed.
Sindhani, M., Parameswar, N., Dhir, S. and Ongsakul, V. (2019) ‘Twitter analysis of founders of top 25 Indian startups‘, J. Global Business Advancement, Vol. 12, No. 1, pp.117-144.