Curators and Conversationalists – a study of 350 Swedish corporate Twitter accounts

Twitter is one of the most popular and fastest growing social media services. As more and more people share information in real-time on Twitter, the more important it becomes for businesses to have a presence on Twitter. According to research, it is more common among Fortune Global 100 Companies to use Twitter than Facebook, YouTube and corporate blogs. Now that more and more Swedish businesses start to tweet, it gets interesting to study how they use Twitter. For that reason, I have compiled a list of more than 350 Swedish corporate Twitter accounts and studied the most popular ones.

An analysis of 350 Swedish corporate Twitter accounts reveal the average number of:

  • followers: 1,240
  • following: 480
  • tweets: 710

First registered account: Fleecelabs (@fleecelabs) which was registered on Jan 29, 2007.

Account with most followers: H&M (@hm) – 82,100

Account that follows most other accounts: Spotify (@spotify) – 16,500

Account with highest Klout score (influence): SJ (@SJ_AB) – 65

Account with most tweets: Ving/sistaminutenARN: (@sistaminutenARN) – 24,300

Account with highest followers/following ratio: H&M (@hm): 1,400 times more followers than following back.

60 accounts have more than 1,000 followers.

The ten most popular accounts, in terms of number of followers are:

  1. H&M (@hm) – 82,100
  2. Spotify (@spotify) – 72,000
  3. Stardoll (@stardoll) – 51,100
  4. Adland (@adland) – 21,400
  5. Acne Online (@acneonline) – 14,600
  6. Ericsson Labs/Tor Bjorn Minde (@ericssonlabs) – 10,800
  7. Ericsson Press (@ericssonpress) – 6,100
  8. SJ (SJ_AB) – 5,900
  9. Sony Ericsson DW (@sonyericssondev) – 5,900
  10. Propellerhead (@propellerheadsw) – 5,700

For a full list of live data with Swedish companies on Twitter, go here: . The list currently has 391 Twitter accounts. Also see the Social Media Wiki:

Read the report:

5 thoughts on “Curators and Conversationalists – a study of 350 Swedish corporate Twitter accounts”

  1. I like the graph where you describe how Swedish companies behave on Twitter. This qualitative part of the white paper is really interesting to me. And I guess the Klout scores are comarable since each score is based on influence in each audience respectively, right?

    A question hit me though, the average numbers, what are they describing? For instance the 1240 followers on average, what does the number say?


  2. Thanks, Tor. The average number of followers says at least one thing to me, and that is that for most businesses, Twitter is still a very tiny channel if you look at the number of people who follow them. So in terms of building deeper relations directly with for example customers, Twitter is still very small (but growing fast). On the other hand, you can still reach far and wide with a small audience thanks to the network effects (RTs and such).

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