Content Marketing Blog

CEOs: Get tapping into social media

Many chief executive officers (CEOs) are making use of social media today, contributing to their own executive company blogs and sharing content on Facebook and Twitter.

One notable company leader who is an avid user of social media is Virgin founder Sir Richard Branson.

Branson is active on Twitter, with a following of over three million people, and also has a strong fanbase on Facebook and LinkedIn.

The chairman of the Virgin Group is one of LinkedIn's most followed 'Influencers' – a group of people identified as "trusted industry influencers" who offer essential professional insights and career advice.

Branson leads the pack of Influencers with over two million followers, followed by public figures such as Jack Welch, Barack Obama, Deepak Chopra, Arianna Huffington and Tony Robbins.

A recent study from Weber Shandwick found that the majority of executives want their CEOs to be "utilising social media".

Many reasons contributed to this, but the three main themes were reputation, communication and business results.

The Weber Shandwick report, Socialising Your CEO: 2012 Executive Summary, found that the overwhelming majority (81 per cent) of CEOs of the world's 'most reputable' companies engage socially.

About two-thirds (66 per cent) of the world's global CEOs engage socially, with 34 per cent having a presence on company homepages and 'About Us' pages.

Weber Shandwick's chief reputation strategist Leslie Gaines-Ross said that building company reputation comes in "many forms today".

"One of the most underutilised ways is for CEOs to communicate online where they can efficiently signal that they are listening carefully to customers, are curious about how their products or services are being received and that they are open and transparent," Dr Gaines-Ross stated.

"In a few years, the risk-reward ratio will shift and more CEOs will reap the reputational rewards that come along with being social."

Posted by April Revake.