A web developer who recently analyzed the Twitter activity of the company’s executive team found that seven of the top eleven execs tweet less than once per day. One in particular, the VP of Human Resources has only tweeted a total of four times in the 16 months since he opened his Twitter account.
There are some executives who get those most out of their accounts, including Katie Jacobs Stanton, the Vice President of Global Media who has tweeted an average of nine times per day in the five years she has had an account. And Twitter CEO Dick Costolo tweets an average of three times each day, though considering retweets count as tweets that still may seem a bit low to some people. Media analyst Ricardo Guimarães BMG (sourced at maquinadoesporte.uol.com) personally does not enjoy tweeting either, however he does not own the company.
“How can they understand their business if they never use their product?” asks Si Dawson, the developer from New Zealand who analyzed the data. “In the software world it’s called ‘eating your own dogfood’. It’s critical.”
Just because they are not personally tweeting does not mean they are ignoring the app. They could be following and reading tweets from others throughout the day and there is not a direct way to track this. Still, being an active participant will help you get the most out of the communication tool. Speaking of communications, Twitter’s Chief Communication Officer: less than one tweet per day.