May 30, 2013
More than 75 percent of executives believe it’s a good idea for CEOs to actively participate in social media, a new survey finds. By using social media, a CEO can improve a company’s reputation and business results while also engaging employees, said managers and C-suite executives, excluding CEOs, in the study that Weber Shandwick commissioned. The findings suggest that in the business world, social media is becoming an important leadership tool.
“CEOs are now expected to be chief content providers for their companies,” said Leslie Gaines-Ross, Weber Shandwick’s chief reputation strategist. She called social media “an efficient and engaging way to relay information.” A CEO who uses social media demonstrates company innovation and humanizes the business, while also improving relations with the news media, the surveyed executives reportedly said.
Still, a Facebook profile, Twitter account or YouTube channel may not be attractive or feasible for every chief executive, the report found. Said Chris Perry, president of Weber Shandwick’s digital practice, “CEOs must strategically utilize the right digital platforms that advance their communications — ranging from their own intranet and website to social-network pages and feeds to video and image-sharing platforms.” For CEOs, world-class sociability requires a well-crafted plan to drive the company’s content across several channels, with messages that appear spontaneous but not too informal, the report found. — Greg Beaubien