A new study released today from Weber Shandwick and research partner KRC Research finds that the majority of global executives (76%) believe that it is a good idea for CEOs to actively participate in social media. These executives recognise a multitude of returns when CEOs are social, including improved company reputation, business results and employee engagement.
The report, The Social CEO: Executives Tell All, demonstrates that social media is quickly becoming a critical leadership tool. “CEOs are now expected to be chief content providers for their companies. Social media is not only an efficient and engaging way to relay information but is also linked in executives’ minds with being a better leader,” said Leslie Gaines-Ross, Weber Shandwick’s chief reputation strategist.
The report reveals deep insights on CEO sociability and provides a guide on the Seven Habits of Highly Social CEOs in order to inspire CEOs. The research was conducted through an online survey of 630 senior professionals from 10 countries around the world, including emerging and developed markets. The survey defined social media participation as “posting messages, videos, pictures, etc. on a social media site.” Executives in the study are described as having a social CEO — those with CEOs who participate in social media — versus those with an unsocial CEO.
Weber Shandwick’s 2012 audit of the online engagement activities of the world’s top CEOs — Socializing Your CEO II — found that CEO sociability increased from 36% to 66% between 2010 and 2012.
The latest study finds that many CEOs who don’t participate in social media are actually already communicating with employees through company intranets (50%) and making themselves visible to external constituents on their company websites (62%).
“CEOs need to strategically select the right digital tools to advance their business — ranging from their own intranet and website to personal social networks or image and video sharing platforms,” commented Jon Wade, head of digital, Asia Pacific. Weber Shandwick’s Studio helps brands and their leaders create, publish and distribute their content across these channels.
Click on the infographic below for more detail.