The SOCIAL CEO

IT WOULD PROBABLY BE FAIR TO SAY THAT, FOR MOST CEOS, SOCIAL MEDIA IS SOMETHING THEIR KIDS DO. EMMA WOOLLACOTT LOOKS AT WHERE AND HOW TODAY’S C-SUITE PRESENT THEMSELVES ONLINE.

- EMMA WOOLLACOTT

According to a recent survey from business advisory firm Brunswick Group, fewer than half of all S&P 500 and FTSE 350 CEOs have a social media presence, and only a quarter have posted anything over the past year.

Those that do, though, can find that it brings clear benefits. According to the survey, a social media-savvy CEO is popular with employees; the top 50 connected leaders, it found, have a five per cent higher Glassdoor rating, with their companies being rated three per cent higher too.

“As the head of the organisation, the CEO shapes the perception people have of it. Their face is the most prominent and visible to all; if well-regarded, their organisation’s reputation is enhanced, as is their ability to attract and retain the best talent,” says Martin Falch, CEO and co-founder of 360Leaders, a specialist tech recruitment firm that helps build boards and management teams.

In times of crisis, personal communications from a company leader can also go a long way towards restoring public confidence. According to Brunswick, nine out of 10 finance leaders think it’s vital when a company is being publicly criticised or is hit by a disaster.

And there can be more personal advantages too, says Nancy Elgadi, Digital Director at Right Angles, a reputation consultancy specialising in CEOs and celebrities.

“It is essential for CEOs to have an active presence on social media, not only to act as an ambassador for their business, but also to strengthen their own personal brand and raise their profile as a thought leader within their industry,” she says.