CEOs should Tweet from the Top...
[Originally posted at the Salesforce Down Under Blog]
“Embracing social media isn’t just a bit of fun, it is a vital way to communicate, keep your ear to the ground and improve your business.”
These aren’t the words of someone with a vested interest in Social Media. These are the words of someone who knows: Sir Richard Branson. The Virgin boss recently penned a piece on LinkedIn asking why more bosses weren’t using Social Media. “So why are only 16% of CEOs currently participating in social media?” he asks, calling out figures from a recent study by IBM into Global CEOs.
It’s a common question and CEOs are increasingly coming under the spotlight for their shortcomings in this area. This Infographic reveals that a very few percentage of Fortune 500 CEOs are using Social Media at all (finding that 70 per cent have no social presence whatsoever); while this blog post at LeadingCompany.com.au found that only four of the top 100 ASX CEOs used Twitter.
Naturally, for a lot of these very senior, time-poor and commonly risk-averse executives, fear and uncertainty is a key inhibitor. But how long can that serve as an excuse for missing out on a major opportunity for driving leadership, innovation and collaboration?
Figures from a study done by Brandfrog are very revealing about what employees think about a Social CEO:
• 77% believe a social CEO will increase business purchases
• 78% want to work for a social CEO
• 81% believe social CEOs are better leaders
• 82% believe social CEOs are more trustworthy
• 93% believe social CEOs are better equipped for crisis management
• 94% believe social CEOs will enhance the company’s brand
As Kate Leaver (@kateileaver) points out, the brevity of Twitter - for both outgoing and incoming news - is one of the reasons it is particularly well-suited to busy executives. Her five point step-by-step guide ot getting started is a great place to begin .