HOW DO CEOS USE SOCIAL MEDIA?
Authentic communication from the C-suite has lost its novelty, but has it gained in prevalence? Beyond the CEO, is social communication now a tool around the board table more broadly? What works to attract and engage an audience?
The headlines are:
- Across 152 FTSE 100 executive directors, 84% have a public LinkedIn or Twitter account but only 5% post regularly.
- FTSE 100 companies are failing to disclose social media channels of their executives, apart from BP. And whilst FCA isn’t explicit, social media is a powerful tool - Elon Musk's twitter has been a focus for the SEC and we all know that Trump’s account was defined as official.
- The three doing it well are Bernhard Looney (BP), Alan Jope (Unilever), and Amanda Blanc (Aviva) - and what they have in common is that their content is personal & value-driven, it shows passion for topics beyond corporate news and they listen and engage.
- The number of unique followers is very high (98%), suggesting they are NOT a homogenous group and of those 95% are lurkers.
- Generally women are doing it better.
- Only one executive director has a professionally used public Instagram channel and funnily enough there are none using YouTube or TikTok in a professional capacity!