Content Marketing Blog

CEOs utilise social media for ‘communication, reputation and business results’

Social media has become an important tool for companies to use with the marketing and selling of products, communications between employees and partners, and a myriad of other uses.

It's not unusual these days for businesses to implement a social media strategy with Twitter and Facebook campaigns, and also run a company blog to engage consumers and bring traffic back to the website.

A new study from PR firm Weber Shandwick has revealed that most executives want their chief executive officers (CEOs) to be "utilising social media".

Communication, reputation and business results are the three main areas in which they hope to address with social media.

Over 600 senior professionals around the world were surveyed, with 76 per cent indicating that they thought it was a good idea for their CEOs to be social.

"Social media use on the part of CEOs is essential because it allows them to narrate their company news," Weber Shandwick's chief reputation strategist Leslie Gaines-Ross posted on May 28.

"Whether it’s on the company website, blog, or on their own personal social media channels, the very act of telling the story empowers them to exert a high degree of influence over the discussion surrounding their company, both internally and externally, as well as engage with employees and the general public."

Highly social CEOs were found in the study to have their own blog, engage a wide variety of stakeholders, leverage the company website and use an expansive set of social tools.

Dr Gaines-Ross adds in the report that 2013 will bring a "greater focus" on social reputation, with companies that are truly social and engage their employees and customers in genuine conversation will be recognised as the new corporate leaders.

"CEOs who are social will be the next new thing," she added.

Posted by April Revake.