One of the basic steps for brands to take on social media is to enhance brand awareness by focusing on spokesperson visibility. Lots of brands encourage their CEOs and CMOs to join Twitter with their individual profiles and talk about the company from an insider perspective. The need for the top officials to communicate on behalf of the company becomes more apparent through the study done by social media branding firm BRANDfog. Brands like Intel already have their executives from different verticals on board on Twitter.
The study reveals that consumers and employees regard company leaders who engage on social media positively.
The majority of survey respondents, 78%, said CEO participation in social media leads to better communication, while 71% said it leads to improved brand image and 64% said it provides more transparency.
In terms of importance, 86% of respondents rated CEO social media engagement as somewhat important, very important or mission-critical. CEO activity on social networks also appears to influence employees’ faith in their company. The study findings indicate that 82% of employee respondents trust a company more, when the CEO and leadership team communicates via social media.
How the presence of top officials effects the purchase decisions?
Apart from reinforcing the faith in company policies, company’s social media presence also influences purchase decisions. The majority of BRANDfog survey respondents (77%) are more likely or much more likely to buy from a company whose CEO uses social media to clearly define company values and leadership principles. And 94% said C-suite social media participation enhances a brand image.
Getting a CEOs onboard with social media:
Selling social to top executives still remains a challenge for many companies. According to an Accenture study of social media among B2B marketers, 31% of respondents said they need increased CEO conviction in order to make social media efforts more effective.
Another examination of marketer priorities, by The CMO Council, reveals that social media is a priority for engagement and buzz-building among 60% of senior marketers worldwide.
As evident form the survey results, there is a pressing need for CEOs to be active in social media. This not only reinstates the consumer faith in the company, but also makes the CEOs more aware of social media as a domain to share opinions. At Mindjumpers, our CEO Jonas Klit Nielsen is an active blogger as well as tweeter. He loves to share his experiences and opinions on the latest topics in social media.
Benefits of CEO blogging and being active on social media:
- Being present on social media keeps the CEOs better connected and aware of customer opinion.
- It helps in projecting the company as a thought leader and innovator in its sector.
- Helps in establishing and maintaining direct connections with top media and analysts.
- Helps the CEOs in sharing their experience as a professional in the field.
So, is your CEO present on social media yet?