Top 25 UK social media advertising & marketing Twitter influencers rated - 0 to 5

You know those sucky up "Top X number of people you should follow ..." type articles? 
This isn't one of those



Generally those articles are written for shares: resulting in "Honoured to be listed" type tweets from the individuals who have been listed.
Write a suck up article about some influencers -- Then get tweeted by said influencers.

If the title reads: "Top 25 UK marketing and advertising influencers on social media" and the article is only about Twitter usage ... then that's not about "social media" it's about Twitter.

For some balance I thought I would see how the "Top 25" stacked up on Google+. It isn't a network favoured by the advertising and marketing sector as you can not currently buy advertising space on Google+.

Why would any of the Top 25 be on GooglePlus?

Google+ is a service that ties onto a Google Account, exactly like other Google services such as: Google Docs, Google Slides, Google Photos,  or Google owned YouTube among others. 
It is relatively unknown for people who work in the communication sector to operate without dipping into one or more Google service. So they are very likely to have a Google Account: hence usually a Google+ profile.

Do any of the top social media professionals use their Google profiles? More interestingly, do any of them use Google+ well

How could we define good usage? 

I wanted to keep this logical: so we will score profiles on five simple criteria. 

Note: the visual examples I'm using are from Ford Europe and Happening London, which are brand accounts I am currently a manager of. I'm using screenshots from these two profiles to illustrate the scoring logic. We'll be applying that scoring system to the Google profiles of the people listed in the "Top 25" article afterwards. 

If you disagree with any of the logic set out below do let me know in the comments. 

Profile and Cover pictures: 1 - 0


Profile and cover images are core to branding. If there is a profile and a cover image the profile picks up 1 point. If the profile doesn't have both a profile and a cover image they'll get 0 points for this section. 

Profile "About" information: 1 - 0


If the profile has "complete" information added to the "About" section they'll pick up one point, if not 0 points for this section. 

Note: That the complete About section isn't visible without scrolling so I'm judging "complete" to be things like links added and some information about the person or entity. 

Posts / Mentions: 1 - 0


Do they have any public posts? Do they use "mentions" in posts? 

If a person tweets and never "@ mentions" anyone their Twitter usage would be judged as "broadcast only". Mentioning occasionally is a sign of native platform use. So I'm looking for posts AND mentions OR engagement by the profile in the comments on their posts. If they are posting and  replying they'll pick up one point. If not they won't.  I'll look at up to thirty or so post from their posting history as not every post should contain a mention under normal conditions. 

Do they use Collections? 1 - 0


Are they using collections? If yes they'll pick up a point. 

Note: For content to be seen on Google+ you should be using Collections. Google raises the visibility of content in collections across numerous touch points. 

Profiles using collections pick up one point for this section. 

Do they use Communities? 1 - 0


Are they using communities? If yes they'll pick up a point for this section. 

Note: community usage can be hidden, but if a person is active there is usually some visibility. It is unlikely that a profile with no visible activity at all is using Google+ communities. 

Depending on those factors alone we can score people's Google profile from 0 to 5.

Is that fair?

Hopefully you'll agree that is a reasonable method for scoring a Google+ profile. You can use the same system when looking at any profile including your own! When scoring your own profile though do remember to look at it as others would: logged out! Meaning public.

Both of the example profiles I used for the screenshots: Ford Europe and Happening London would score 5 out of 5 using this system.

So .... lets begin scoring the "Top 25" social media users! 

I'll list people in the same order they were listed in the original article, but the order here is arbitrary so the list is not numbered. I've noted the number of followers on Google+ for each profile. Where I did not find a Google+ profile I have scored them 0 out of 5.

Dave Trott - 26 Followers

  1. Profile and Cover image? 0
  2. Complete About info? 0
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0

Dave Trott is a creative director, copywriter and author. Trott studied at the Pratt Institute in New York City, majoring in advertising before going on to found multiple advertising agencies. Google+ profile score: 0

Matt Navarra - 649 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 1
  4. Communities? 0
  5. Collections? 0
Matt Navarra is the director of social media at TNW. He previously worked for the UK Government as a digital communications expert. Google+ profile score: 3

Kate Robertson - Not sure ...

Kate Robertson served as chairman of the Havas group from 2006 to 2015 and as global president from 2013. It was not clear which Kate Robertson might be the correct Google profile, so I have omitted Kate in this study. Google+ profile score: 0

James Whatley - 2282 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 1
  4. Communities? 0
  5. Collections? 0
James Whatley is the planning partner for innovation at Ogilvy & Mather UK. He maintains a blog at whateydude.com where he writes about "film, comics, life, London, work, mobile, technology". Google+ profile score: 3

Nils Leonard - Not sure ... 

Nils Leonard is founder of Halo Coffee and former chairman and chief creative officer of Grey London. It was not clear if the Nils Leonard which returned in search, or other profiles were the correct one, so I have omitted a Nils in this study. Google+ profile score: 0

Karen Blackett - Not sure ...

Karen Blackett OBE is chairwoman of MediaCom UK, having been CEO of MediaCom UK from 2011-2015. She received an OBE in 2014 for services to the media communications industry, in recognition of her work at MediaCom, where she launched the first government-backed apprenticeship scheme for the creative industry. It was not clear which Karen Blackett might be the correct profile, so she has been omitted for this study. Google+ profile score: 0

Paul Frampton Calero - Not found. 

There were no results for "Paul Frampton Calero" so I omitted Paul Frampton Calero, who is CEO & UK country manager for Havas Media from this study. Google+ profile score: 0

Amelia Torode - 0 Followers (not shown)

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0
Amelia Torode is the former chief strategy officer of TBWA London, and describes herself as a "a planner with a fascination for the way in which technology is fundamentally changing the relationship that exists between people and brands and organizations". Google+ profile score: 2

Rory Sutherland - 900 Followers

  1. Profile and Cover image? 0
  2. Complete About info? 1
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0
Rory Sutherland is the current executive creative director of OgilvyOne and vice-chairman of Ogilvy Group UK and co-founder of the behavioural sciences practice, part of the Ogilvy & Mather group of companies. Google+ profile score: 1

Neville Hobson - 19416 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 0
  4. Communities? 1
  5. Collections? 0
Neville Hobson is a communication and social media leader, consultant, change agent and speaker.

I've met Neville on a couple of occasions, nice guy. Although Neville is apparently posting more regularly than any profile listed at this point there were no mentions, comments or replies on the last 30+ posts which went back over 27 weeks. It looks like Neville auto-posts from his blog. Neville follows some collections but has created no public collections. Google+ profile score: 3

Dave Chaffey - 3530 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 1
  4. Communities? 0
  5. Collections? 0
Dave Chaffey is CEO and co-founder of Smart Insights, a bestselling author of books on digital marketing and e-commerce, recognised in 2004 by the Chartered Institute of Marketing as one of 50 gurus who have "shaped the future of marketing". Google+ profile score: 3

Richard Bagnall - 259 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 1
  4. Communities? 0
  5. Collections? 0
Richard Bagnall is chairman of AMEC, the International Association for Measurement and Evaluation of Communication and CEO of Prime Research, a research-based PR consultancy. Google+ profile score: 3

Bruce Daisley - 0 Followers (profile deleted)


Bruce Daisley is VP EMEA for Twitter. He was previously at Google, as director for YouTube & display in the UK.

Bruce's profile, or at least the one which was commonly mentioned no longer exists. Bruce either terminated his personal profile, possibly for "political" reasons as he went from Google to Twitter. Or the mentions were for his corporate Google profile. The lesson here is never build social equity on a corporate owned account. Build social equity on your own personal Google account and make sure if you use G-Suit for work that your corporate profile is clearly identified as such, so others know which profile they should connect with. 

If it was Bruce's was using his personal profile should he ever recreate his profile on the same account it would then become available here. Google Ds are account level. Google+ profile score: 0

Matt Jackson - doing it wrong …

Matt Jackson is a social media consultant, trainer and speaker.

I am not including the profile I found for Matt, which does not use his actual name, on the grounds that it might be professionally embarrassing. Google+ profile score: 0

Richard Huntington - 15 Followers - Best guess of duplicates.

  1. Profile and Cover image? 0
  2. Complete About info? 0
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0
Richard Huntington is chairman and chief strategy officer of Saatchi & Saatchi London, looking after the strategic output across all brands in the Saatchi & Saatchi London group.

This is my best guess for Richard's profile, followed closely by this one. Both Google+ profiles would score: 0

Jeremy  Waite - 406 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0
Jeremy Waite is an evangelist at IBM for Watson Marketing. Google+ profile score: 2

Lindsay Pattison - 1 Follower

  1. Profile and Cover image? 0
  2. Complete About info? 0
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0
Lindsay Pattison is worldwide chief transformation officer for Group M. Google+ profile score: 0

John Watton - 218 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 1
  4. Communities? 0
  5. Collections? 0
John Watton is head of EMEA Enterprise Marketing for Adobe. Google+ profile score: 3

Adam Graham - Not sure …

It was not clear if I could find the correct Adam Graham, who is CEO of The Marketing Group, so he was omitted for this study. Google+ profile score: 0

Jim Connolly - 26011 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0
Jim Connolly is an independent marketing strategist, who "helps small businesses owners to increase their sales, attract more clients and boost their profits".

Jim auto-posts using Hootsuite and consequently has little to no engagement on his content. Google+ profile score: 2

Alex Stuart Aiken - Not found …

It was not clear if I could find the correct Alex Stuart Aiken, who is head of the Government Communications Service and formerly director of communications & strategy for Westminster City Council. So I have omitted Alex Stuart Aiken from this study. Google+ profile score: 0

Kathryn Parsons - 153 Followers

  1. Profile and Cover image? 0
  2. Complete About info? 0
  3. Posts - Mentions? 0
  4. Communities? 0
  5. Collections? 0
Kathryn Parsons is a founder of Decoded which she started in January 2011. Decoded is a technology education company on a mission to demystify the digital dark arts. Google+ profile score: 0

Stephen Miron - Not found

I could not identify the correct Stephen Miron, group chief executive of Global Radio, so they were omitted from this study. Google+ profile score: 0

Tracey Follows - - Not sure …

Tracey Follows may be chief strategy & innovation officer at The Future Laboratory and the founder of the Female Futures Bureau that convenes and promotes female futurists globally, but I couldn't identify a profile to include in this study. Google+ profile score: 0

Matt Brittin - 9388 Followers

  1. Profile and Cover image? 1
  2. Complete About info? 1
  3. Posts - Mentions? 1
  4. Communities? 0
  5. Collections? 0
Matt Brittin is president, EMEA business & operations for Google. He is better than average at sitting down sports. He's a Dad, a Brit, and a Googler. Google+ profile score: 3

Conclusion:

If you are a Google+ user and can score your profile, using the above method, 4 or above then you score better than all the "Top 25" users on the list created by *Paul Greenwood from "We Are Social".
*profile not found 

Not a Google+ user?

If you are not using Google+ I would not recommend that you do not follow these Top 25 people. They're not currently active Google+ users; that could change. 

You should instead find and follow active users, who engage with others and their audience. 
Here are a handful of active users by way of an example, whom I would comfortably recommend you add to your circles.
Hopefully you, along with the Top 25, find this article helpful. 

Twitter does have it's in the social media landscape: I use Twitter. 
For people who care only about the people they already know, so does Facebook: I don't use Facebook. 

I like and advocate Google+, but that does not mean you need to. 
If you personally wrote Google+ off a while back, that doesn't mean you can't take another look. 
If you've read articles about how Google+ is dead, that does not mean the author has ever really used Google+

I'm Robert. I work in social media. You can find me on Twitter here and on Google+ here. 😀

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