- According to a study on Interbrand's Top 100 Global Brands, less than 1/3 of the top brands listed had a CMO or top level marketing executive that is active on Twitter.
- Forty-two top-level marketing executives from among those brands did have existing Twitter accounts, but only 31 of those accounts were active.
- Just six brands -- Apple, GE, HP, Coca-Cola, SAP and IBM -- had CMOs with over 10,000 followers.
Where are all the CMOs?
When social is such an integral part of the marketing landscape, it is curious that so few marketing executives are making the time to be active participants. Marketing Land found that just within the top 30 companies Interbrand ranked, immediately they noticed 10 brands lacking a CMO on Twitter, including Google, Disney, Nike and Gillette. But, all 10 of those companies have a significant brand presence on social media.
Certainly, the CMOs of the top 100 brands are quite busy, but what does it say when the marketing execs aren't socially active? What's more, these top level industry players are missing an opportunity to lead conversation and have a real influence on their respective industries.