As a Friday gift to you, I am turning my first commercial report, ‘The Top 20 Pharma Accounts on Twitter: Rated, Ranked and Reconsidered‘ (PDF, 110 pp.) open access as I would like to share the findings and data before they get too old to be relevant.
Here’s some context from the introduction:
“The Top 20 Pharma Accounts on Twitter: Rated, Ranked and Reconsidered’ offers an analysis of the 20 pharma corporate, brand and campaign accounts with the highest follower numbers using 20 different statistical and visual measures derived from 15 different tools. The report concludes with appendices offering rankings by influence, reach, impact, connectivity, visibility, awareness/engagement, and a rank of ranks that averages out the six preceding measures and presents a final order to compare against the by-follower ranking, noting the consequential differential between the two sequences[…]
If the rank of ranks (p. 102) for the 20 Twitter accounts considered in this report assessed against their relative rank by followers demonstrates anything, it is that conversation is king on Twitter. The rank of ranks features 9 out of the 10 accounts that appear in the rank by followers, but only
one of them is in the same place. The two accounts that leap to the top of the rankings, JNJComm and Roche_com, are those which may reasonably be said to have ‘the most human face'[…]
The strong performance from both of these accounts in the rank of ranks in consideration of the benefits a personality can bring to a corporate pharma account’s influence, reach, impact, connectivity, visibility, and awareness-to-engagement ratio reinforces the opinion that users from all communities of interest approach Twitter with the attitude ‘I want to see your face, not your logo'”.
Here’s a screen grab of the ‘rank of ranks vs. rank by follower and differential’ (p. 107), which will form the next report’s starting point: