Believe it or not, there’s still a number of CEOs who don’t understand or see the need for social media. But the reality is every CEO needs to have his or her own presence on social media regardless of the industry or size of the company. If you’re having trouble explaining to your CEO why he or she needs a social media presence, or generally why CEOs on social media is important, start by talking about the benefits outlined by Nick Rojas, below.
CEOs on Social Media: why?!CEOs on Social Media - why it's important.Click To Tweet
Today’s customers are no longer interested in being bombarded with advertisements and press releases about a brand. Instead, they want the opportunity to engage in two-way communication with a brand so they can have their voices heard, too. CEOs can facilitate this communication by creating an online presence and using it to solicit feedback about experiences customers have had with the company, products, and new ideas. Customers will feel more valued by your company, and you will get invaluable feedback that you would normally have to pay thousands of dollars to obtain through market research.
Social CEOs are seen as more transparent and honest by consumers, which in turn leads to them being more likeable in the eyes of the public. There may not be a direct correlation between a CEO’s likeability and sales, but there are certainly other benefits. For example, a well-liked CEO may be able to negotiate for better deals or successfully overcome a company crisis because of his or her reputation. Just be honest on social media and avoid sharing personal opinions on sensitive topics such as religion or politics, and you will slowly earn the public’s trust.
In a recent study done by G&S Business Communications and Harris Poll, 71% of industry influencers said CEOs should be on social media to inform their followers about what’s going on with the company. Why is this so important? It’s estimated that 69% of American consumers go online to research a company before making a purchase decision. The information they find online will help sway them in either direction, so don’t you want to be in control of what’s being said? CEOs can use their social media profiles to release information about new products, events, leadership changes, and other business-related announcements.
Every employee in the organization looks to the CEO for guidance on what is and is not acceptable. Because of this, it is the CEO’s responsibility to set the tone for the company culture. If the CEO engages in social media, this sends a message to employees that the company is open to change and innovation and committed to honest communication. This culture will be widely embraced by employees and motivate them to work harder for the company they love.
CEOs on social media in perspective
CEOs may not want to be on social media because of the time it takes to keep up with a profile. But luckily, the G&S Business Communications and Harris Poll study found that most American consumers do not believe a CEO needs to be one updating social media in order for it to be effective. Make sure you mention this if you are trying to convince your CEO to finally make the leap and build his or her online presence! And if you need some C-Suite training or coaching, or a dedicated strategy for them, then just get in touch with us via email or the contact form!
About the author, Nick Rojas
Nick Rojas is a business consultant, specialialising in digital and SEO marketing, and journalist / writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. His work often discusses social media, marketing, and branding in regards to small and medium enterprises (SMEs).
Previously, he was Director at Comms Axis, a full service marketing agency specialising in content, social media & website services for businesses of all sizes.
Dan Purvis writes for a number of leading business, social media and marketing sites, including Smart Insights, MarketingProfs, Marketo, MarTech Advisor, Marketing Tech News, MarTech Today, MarTech Exec, and more.
Dan was also ranked by Brand Republic as one of the Top 50 UK Marketing & Social Media influencers.
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