CEOs are not on social media. Back in 2014, the trend was clear and I blogged about why this is good news for communicators.
According to a new study of the CEOs at all the Fortune 500 companies by business management software provider Domo, just 39 percent have a presence on any of the six big social networks (Facebook, Twitter, Instagram, LinkedIn, YouTube, and Google+). That figure is up just 7 percent from last year’s “Social CEO Report.”
Even Social Is for the Pros
Social media are communication channels. Just as CEOs don’t generally write the company newsletter, they don’t need to author social messages. Most corporate messaging is not about the personality of the CEO.
Social channels need to offer strategic messaging and engaging relationships. The is the job of communication pros. I am hopeful that these non-engaged CEOs are letting their communication teams do their job of establishing effective, strategic communication programs that utilize social media.
Social channels also need regular attention – something that many CEOs can’t afford on a regular basis. Your Twitter channel can’t fall silent due to a week-long board meeting or new business development efforts. Relationships need tending, even when the CEO is busy.
Effective Presence for the CEO
CEOs should, however, capitalize on opportunities to establish their thought leadership and expertise in their industry on social media. Communication pros should also and help their CEOs and other executives to have the proper profile in their industry.
LinkedIn can often serve the lead role for this objective; a well-developed profile coupled with occasional writings can establish the needed credibility and leadership. Many industries also have proprietary networking sites that should not be ignored.