13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications. The early deadline is on December 3rd, 2020.

From the 10th Annual Shorty Awards

Best Overall Twitter Presence

Entered in Twitter

About this entry

IBM's Twitter page currently garners the highest engagement rates among B2B tech brands. We use Twitter as a place to share major news, respond to questions and comments from our audience, and highlight our brand and culture. We work closely with our Twitter partners to ensure we're leveraging the latest products and tactics.

Why does this entry deserve to win?

IBM has numerous brands, each with their own Twitter presence. At the corporate level, we work across organizations and teams to organize our Twitter publishing and engagement. Our strategy is to ensure that we have the right message going out from the right account at the right time, amplified by other key brands and teams to drive trends. We work with our media team to boost with paid dollars as we see things garnering significant organic engagement. Our team measures analytics meticulously so we are constantly tracking what resonates and fine-tuning our strategy accordingly.


Our Twitter page currently garners an average of 220 actions per tweet.

Our biggest moments on Twitter this year have been around major company news and announcements: 1) IBM Q Computation Center 2) IBM Z Mainframe and 3) Connor the "Mainframe Kid" In all three instances, our corporate team served as the central planning hub, working with our fellow social teams, public relations teams, partner social teams, and agencies to coordinate a streamlined activation.

1) IBM Q Computation Center: IBM announced it is building the first universal quantum computers for business and science. For this announcement, we worked closely with IBM Research and our agency partner Green Ink. Our initial tweet supporting the announcement garnered 940 retweets, 5,357 likes and 138 replies.

2) IBM Z Mainframe Launch: To support the new IBM Mainframe Z launch, we worked closely with the Systems business unit and our agency partners to create a time-lapse video of a Mainframe being built. This tweet garnered 624 retweets, 978 likes, and 38 replies.

3) Connor the "Mainframe Kid": We discovered a story about a 19-year-old IBMer who bought and disassembled an IBM Mainframe in his basement. We decided to do a profile piece to explain his fascination with the technology. This tweet garnered 173 retweets, 386 likes, and 24 replies.


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About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

the 13th annual shorty awards for brands and organizations is open for entries! early deadline on dec 3rd, 2020.