Brief

KPMG commissioned H/Advisors Cicero to undertake an analysis of its senior partners’ social media activity. The aim of this analysis was to outline:

• Which posts are driving the highest/lowest levels of engagement?
• Who is engaging? (specifically, KPMG staff vs outside world)
• How do their posts compare with their competitors both by engagement volume and type of post?

Strategy and execution

H/Advisors Cicero conducted an analysis looking at activity from the past six months, comprising:

• Comprehensive analysis of the ‘Big Four’ and the selected senior partners’ Twitter accounts;
• Analysis of output and engagement, including total levels, averages engagement and key trends;
• Key activity and trends such as posts or events that achieved high engagement, frequency of output, and the topics posted about; and
• Key internal and external stakeholders who are engaging with tweets.

Result

H/Advisors Cicero analysed the accounts over a period of two weeks and delivered the findings, which were then used to inform KPMG’s communication strategy and to train partners in social media best practice.