Content Marketing Blog

Top CEOs switching onto Twitter and LinkedIn

While the adoption of social networks by general internet users has been massive, this impact hasn't quite translated over to the world's top chief executive officers according to recent research.

A study sponsored by Domo and CEO.com searched each Fortune 500 CEO on four major social networks: Twitter, LinkedIn, Facebook and Google Plus, and found that over two-thirds (68 per cent) have absolutely no presence across any of these networks.

However, the study found that there was a rise in CEOs taking up Twitter (up to 28 from 18 in 2012) and LinkedIn (up to 140 from 129 last year). The top three fastest growing CEO Twitter accounts were Warren Buffett, Rupert Murdoch and Marissa Mayer.

"The rise of Twitter in particular really points to the need for speed among CEOs," said Josh James, founder of CEO.com and Domo.

"Business leaders desire information that is quick, succinct and easily digestible. Twitter more than any other social network delivers on that."

The 'Influencer' program on LinkedIn Today was noted to be changing the way CEOs used LinkedIn. This has CEOs "lining up to be seen as part of this prestigious club of experts" according to the Domo and CEO.com report, with Meg Whitman, Jamie Dimon, Jeff Immelt and John Donahoe, four Fortune 500 CEOs who rank as LinkedIn Influencers.

The presence of a CEO on social media or company blogs could prove to be important in regards to company reputation. Weber Shandwick and KRC Research revealed in Socialising Your CEO that 66 per cent of consumers indicated that their perceptions of CEOs affect their opinions of companies and the products they sell.

Over half of global consumers (59 per cent) said their opinions about companies are influenced by what these executives communicate.

"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," said Weber Shandwick chief reputation strategist Leslie Gaines-Ross.

"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.