Pros of Ceo's Using Social Media
More than CEO's using social media to connect with customers and employees
Posted at 23 Sep in Get Talent 0 Comments
CEO'south prefer LinkedIn, use Twitter, shun Facebook–for now
It'southward happening. The number of chief executive officers who are social has more than doubled since 2010, increasing from 36 pct to 80 percent today, a recent written report released by public relations house Weber Shandwick shows.
For its 2015 report, "Socializing Your CEO III: From Marginal to Mainstream", Weber Shandwick worked with partner KRC Research to look at how CEOs running the top 50 Fortune 500 companies are using social media.
The study constitute that fourscore per centum of CEO'southward from the world's pinnacle companies are social, either through their company website (68%), company YouTube aqueduct (38%) or a social network (28%).
New CEO's (in role three years or less) are quicker to have upward social media, 80 percent at present using social media vs. 48 percent in 2012. New CEO's understand from the first that sociability allows them to reach wider audiences, faster, Weber Shandwick reported.
U.Due south. CEO'southward are the most social at 94 percent, surpassing their European (84%) and Asia-Pacific (55%) peers. The elevation engagement tools are social networks, You Tube videos and company websites. The written report also found that 76 percent of women executives are social through their visitor websites (60%), company YouTube channels (40%) and social networks (30%).
A CEO is considered "social" if he or she has a public and verifiable social network account on Facebook, Twitter, LinkedIn, Weibo, or Mixi; engages on the company'due south website through letters, pictures, or video; appears in a video on the visitor YouTube or YouKu channel; or authors an external web log.
While CEO'southward have undergone a transformation over the part five years, from mostly absent-minded in social media to socially engaged, the overall number of CEO'due south using social networks is still low at 28 per centum.
LinkedIn tops the listing with 22 percentage, upward from 6 percent in 2012. Most Fortune 500 CEO's, 73 percent, adopt the B2B network. Twitter rate of utilize also gained ground, increasing to 10 percent from 2 pct 3 years ago. Facebook didn't make the cutting at all.
Why many CEO'south are not using social networks
Despite numerous surveys, polls, news reports and academic research pointing to social networking equally the best way for executives to communicate and engage with stockholders, customers and employees, most Fortune 500 CEO's aren't jumping on the social network bandwagon. Nonetheless.
Time commitment, return on time invested and risks of being a public effigy are among the main reasons CEO'south give for not using social networks, according to Weber Shandwick's report. Later on all, they accept companies to run.
Social networks are risky. In today's politically correct climate, CEO'south fear saying the wrong thing online and unleashing a tidal wave of criticism from unhappy customers, disgruntled employees and others who could threaten company reputation and provoke advertisers to pull their ads. As a issue, CEO's of public companies are advised to have their staff bank check, edit and approve every word to exist posted, which defeats the purpose of being open, engaged and transparent.
Nevertheless, experts maintain that the benefits of social networks outweigh the risks, noting that having a social presence puts CEO'southward in a better position to connect with existing and prospective customers and employees. Furthermore, engaged CEO'due south are viewed more positively than those with no social presence.
People want to see CEO's online. In another report, Weber Shandwick surveyed 630 senior professionals from effectually the world and found that 76 percent of executives think it's a good idea for CEO'due south to be social because it improves communication, reputation and business organization results. For more information, read "The Social CEO: Executives Tell All."
The lesser line is that at that place is no turning back. Social media is hither to stay. It is a crucial function of business-marketing strategies and costly to ignore. Progressive CEO's embrace social media and use it to their advantage.
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Thousand. Torres is a business writer and editor.
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