Elon Musk, and his very expensive Tweet

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Elon Musk grew up a self-proclaimed wimp, reading comics, and creating video games from scratch at the tender age of 12. Musk is now one of the most influential titans in many industries, and he is just getting started. Using the power of social media, Elon Musk is shaping the social environment, and empowering his customers to do the same. From researched rebuttals towards the New York Times, to increasing his companies’ stock by $900 million from one single tweet (1). Using Social Media Analytics, we are able to see the effects Elon Musk’s social media has had on his company, and vice versa. While only 10% of CEO’s use Twitter (2), Elon Musk is leading the pact while using Twitter and other social channels for PR, release dates, Marketing, HR, and more. Elon Musk has a unique ability to see what technological tools will help the human race move forward, no wonder he has attached his brand to social media. The social media market has grown substantially in the last 5 years, with predictions of aprox 20 billion in revenue in 2015 (3). Musk has believed in the effectiveness of technology in the everyday life, for decades now. While everyone was trying to get their high score on Minesweeper, Musk was creating online banking services in the form of PayPal and Zip2. In 2002 Musk saw the need for online payment services, and he executed a multimillion-dollar deal with eBay to show for it. He was soon to set his sights to sustainability in the form of electric cars, and solar panels.

Elon Musk is a human predictive analytics machine. He is able to spot global trends years before they happen. Musk has a rare ability to know when the technology, and the market are both ready for a new product offering. Not only this, but he is able to make these products sexy enough that the average consumer wants the products, but just as important, are able to purchase his products. This is all fine and dandy if you are arguably the real-life version of Tony Stark (By the way, he is way more like Bruce Wayne than Iron Man, but that’s an argument for a different post). Companies don’t have the luxury to bet on a feeling, this is where Predictive Analytics comes in. Brands and Marketing Agents are able to see what worked well in the past, what is working in your market from competitors, and what behaviour is most likely to lead to success in the future. Tesla and Musk are marketing kings, with just 35,000 car sales in 2014; they are in the headlines almost everyday, a marketing feat for even the largest companies. Tesla, SpaceX are two examples of content marketing that resonates with users. Through these marketing practices, anyone can increase brand recognition, and motivate your brand advocates to sing the song of your company. Elon Musk is buzz worthy by himself, but his celebrity status has helped improve recognition with his technology companies. Using Semeon’s Sentiment Analysis, we were able to decipher the concepts most relevant to Elon Musk. Understanding the most popular concepts (which you can see in the table below) allows Marketers to get to know their audience better, and allow them to curate content that is more targeted and effective.

Semeon Analytics was able to analyze public opinion towards Elon Musk and the companies he is part of. While Elon Musk’s personal accounts tower over his brands, in terms of followers, his social media channels have strong engagement. Our Sentiment Timeline was able to follow Tesla Motors and SpaceX closely and find out what was truly being said and why. We found that large spikes in posts (by Tesla and SpaceX) align with posts made by Elon Musk. While Social Media exploded with negative comments (6% Negative vs. 2% Positive) following the recent SpaceX rocket crash, Elon Musk’s brand was hardly affected. This is due to Musk’s intuition and his quick responses via Twitter and his social channels.

(1): http://www.telegraph.co.uk/news/worldnews/northamerica/usa/11505566/Elon-Musks-1bn-tweet-news-of-secret-product-line-sees-Tesla-shares-soar.html

(2): http://recode.net/2015/05/17/the-worlds-top-ceos-are-tweeting-more-facebooking-less/

(3) http://www.emarketer.com/Article/Social-Network-Ad-Spending-Hit-2368-Billion-Worldwide-2015/1012357

Learn more about Semeon at: www.semeon.com

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