Samsung is the most popular smartphone maker on Twitter, whereas OnePlus is the most engaged original equipment manufacturer on the microblogging platform, recent data collected by Locowise reveals. The South Korean tech giant has a Twitter following that's 12.4 million strong, putting it ahead of any other member of the industry. In terms of smartphone sales and shipments, Samsung is most closely rivaled by Apple, but the iPhone maker has yet to record a single tweet on its main account and is only present on Twitter via its customer support profile.
Despite Samsung's popularity in terms of pure numbers, Locowise awarded the top two brand spots on its list to OnePlus and Xiaomi, in that order. The social media analytics firm said that Samsung's low user engagement rates and general reluctance to post in a consistent manner both hurt its overall score. Last December, Samsung sent out only ten tweets, accounting for only three percent of all proactive posts created by the seven largest smartphone brands on Twitter over that period. The top of the mobile industry has just over 18.3 million followers on the social network, with Samsung taking nearly 70 percent of that user base. Samsung's customer engagement is also behind that of its rivals, with the company recording 2,449 interactions in January. Over the same period, OnePlus's community management team had 108,300 interactions, whereas Xiaomi placed second with 30,225 engagements.
Social media networks and Twitter in particular have been an important part of OnePlus's PR strategy, not just in regards to the firm's main Twitter profile but also those belonging to its top executives such as co-founders Pete Lau and Carl Pei, both of whom often use online media to communicate directly with consumers. That approach allowed the company to promote its offerings in a relatively cost-effective manner and grow to significant heights relative to the size of its operations. Last year, OnePlus recorded approximately $1.4 billion in revenue with "healthy profits," Mr. Lau recently revealed. Samsung's social media dominance in terms of followers is still unlikely to be challenged anytime soon, primarily because the OEM continues putting out best-selling devices. The upcoming Galaxy S9 lineup is widely expected to be the most commercially successful Android smartphone series in 2018 and may only be outsold by Apple's new iPhones.