As more B2B companies start using Twitter to communicate with their customers, prospects and industries, they look for examples of companies that are already using the platform. Part of Twitter’s success has been based on its simplicity, and that has given people and companies a wide range of options how to use it.
So B2B companies could have a definitive reference point, we wanted to rank B2B companies based on their use of Twitter. We will review this list on a monthly basis to see how it changes. This is not just a ranking based on number of followers or other single criteria, but a series of measures, which also include using outside measure tools. The list of potential companies are ranked by each of the factors listed below, which are then combined to create a total score.
We only included the main account of a B2B company, and the account needed to be identified as the company, not a person. This left out @MarketingProfs from consideration because it is also Ann Handley’s personal account. Sorry, Ann.
Factors Included: The first factor that makes up the ranking is the number of followers, because companies that can attract a large number of followers have a larger reach to spread their message. This certainly skews the list towards larger companies. Over time, as we refine the rankings, reducing the importance of this one factor can allow smaller companies to break into the list.
So that it is not just a numbers game, we include the ratio of following to followers. This gives some credit to companies that are using Twitter to communicate with other users. While you can certainly send an @ message to any user without following them, the perception that a company is fully participating in Twitter increases when they are following a number of users that relates to the number of users following them.
One of the best ways to measure whether companies are providing value to the Twitter ecosystem is to look at how many times a company has been added to a list. If a company appears on lists, this implies that people want to make sure they don’t miss the messages of this company. While people compile lists for other reasons too, we have included number of lists in the ranking as another data point.
And then to measure factors such as reach, engagement and influence, we turned to outside tools that have established algorithms. Not everyone may agree with how any individual tool measures these factors, but by including several sources minimizes the impact of any single factor. We have included company scores on TwitterGrader (rank, not grade), Klout and Twitalyzer. The potential companies were ranked based on the score from each source, which was included in the final rankings.
So that’s what currently goes into the list, and we would like your feedback on these factors, or other factors that can be considered in ranking B2B companies on Twitter. We will continue to tweak the weighting of the different factors as this list moves forward. If there are companies you think should be included in the list of potential ones that get ranked, please let us know in the comments below.
SocialMediaB2B.com Top B2B Companies on Twitter
1. Hubspot (@Hubspot)
2. Forrester (@Forrester)
3. eMarketer (@eMarketer)
4. CME Group (@CMEGroup)
5. comScore (@comScore)
6. Cisco (@Cisco)
7. Gartner (@Gartner_Inc)
8. Oracle (@Oracle)
9. radian6 (@radian6) Became @MarketingCloud in 2012
10. Intel (@Intel)