Is your CEO very sociable? I don’t mean a party animal or schmoozer. I mean in their use of social media. The great advantage of social media is that CEOs can speak direct to employees on a regular basis. Being able to integrate onsite visits with regular video updates to explain the strategy is a boon for the modern CEO, and welcome by many employees.
However, if you’re still making the business case for social media then it is useful to benchmark your CEO aganist their peers, and a new report by Weber Shandwick is a useful resource you can tap to help make your case.
Back in 2010 Weber Shandwick released their first study, Socialising Your CEO: From (Un)Social to Social, which was one of the earliest quantitative explorations of CEO social engagement. The analysis revealed that the majority of CEOs from the world’s largest companies were not engaging online with external stakeholders and thus missing out on opportunities to deepen their company reputations and customer relations.
They have followed this up with a refreshed analysis based on last year on how the leaders of the world’s most elite companies are evolving socially. Weber Shandwick considered a CEO “social” if he or she does at least one of the following: engages on the company website, appears in a video on the company YouTube channel, has a public and veriﬁable social network proﬁle or authors an external blog.
The study finds that in the two years 2010 to 2012 use of social media has doubled from 33% to 66%, with the most popular social media channel for CEOs by far the video, posted on YouTube, the company website or webTV.
Other social networks are less influential. in fact the past two years has seen flat growth in CEOs using social networks such as Facebook to strut their stuff.
CEOs in the United States are the most sociable of their breed. About 80% of American CEOs use social media, compared to 67% in Europe and 55% in APAC.
Perhaps surprisingly, CEOs in the job for more than 3 years (79%) are much more likely to be sociable than those (48%) in the first three years of their tenure. This might suggest that CEOs do not initially make heavy of use social media to promote themselves or establish authority, preferring to use social media once they are confident in their positon and to reinforce their image.
So, read the report, do your homework and take your CEO out for a quiet drink and explain why they need to be doing more, and how internal communications will be more powerful with a CEO using social media effectively, and that the BBC, CNN, Fox or other external channels are not the be all and end all of the CEO’s telly work. Because another finding of the report is that companies with the highest reputation (81%) have CEOs who are the most sociable!
You can find the whole report here:
Of course, if you’d prefer to read about CEO party animals, then check out this link: