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New research has proven a CEO who is active online can help improve a company’s reputation, business results and engagement.
According to Weber Shandwick’s The Social CEO: Executives Tell All report, 76% of global executives believe it is a good idea for their CEO to be active on social media, with the number of social CEOs expected to rise by 50% in the next five years.
“As the media landscape continues to evolve towards more immediate and direct engagement with news and comment, social channels will only become more significant.
“Those organisations looking to build out their own brand publishing platforms will need to make sure their CEO is front and centre,” Jon Wade, head of digital at Weber Shandwick Asia Pacific, said.
Highly Social CEOs…
Are comfortable with a wide array of social tools
These CEO realise it takes more than just a tweet to be social, therefore many have a comprehensive social media plan that can be rolled out globally.
Own a blog
Although there is little difference in the number of social and non-social CEOs who are likely to blog, highly social CEOs are more likely to own a personal blog. They also “see the value in long-form, original content and communications as a way of giving their perspectives context, meaning and depth”.
Use the company website
According to the survey, 93% of executives said their CEO constantly posts on their company website, as they understand the site is the go-to place for stakeholders looking for information.
These CEOs are also more likely to craft their own content, probably out of efficiency.
While not all executives believe their CEOs see beyond the next quarter, those who are highly social are perceived to be more prepared for the future.
Have found the balance between formality and spontaneity
Highly social leaders are perceived to be able to react quickly, be spontaneous while still maintaining their authority
Are in touch with more external stakeholders
Because these CEOs are social, they are by default in touch with a wider audience include industry peers, employees and investors, and use that network to the company’s advantage.