SOCIAL CEO: How CEO impacts social media
Okay, we can all agree that social media are now essential for a brand: that’s where the audience is, where all the trends born, and people want to communicate with a brand directly through their Instagram page. But what happens if is the CEO that talks on social media? To answer to stakeholders and comment over the news?
We are of the opinion that today CEOs must lead brands also with social media; they no longer have to hold back and talk to a few close friends, but they must relate to a public arena in order to give the brand a face. They must do it for consumers, who more easily place trust in a person than in an organization, they must do it to answer the questions of shareholders and partners, to reassure them and make them an active part in company decisions and obviously for employees, because when the leader speaks everyone listen to him (when he is authoritative).
- What makes a Social CEO special?
We rely on a study conducted by LinkedIn to answer this question and to outline the first steps that a CEO must follow to implement a unique social strategy. LinkedIn, a symbolic channel for sharing thought leadership, has identified nine main activities, divided into three areas, which distinguish a social CEO from those not.
- Passive activities
– Profile’s visit
– Skills approvals
– Frequent content sharing
– Article Views
– Involvement articles
- Social activities
– Sharing frequency
– Content engagement
Obviously the data refers to LinkedIn and each social network has its own rules and metrics, but starting from these elements it is clear what a CEO must do on social networks, to understand how to do it you need to be prepared, at the base there must be an accurate analysis and a personal branding strategy added to the best known brand marketing tactics on social media. For example, a leader who shares an article without caring about what happens after the post is online, is not a Social CEO. On the contrary, interacting consistently and methodically, communicating strategically with the interested audience, creating a brand image and a bond, this means being a Social CEO.
- Why Create a Social CEO Strategy?
CEOs are busy people. A strategy provides them the tools and guidelines they need in order to ensure that their time on social media is time well spent and aimed at maximizing business benefits. A social program for CEOs offers them the opportunity to interact with customers at different stages of their journey and thus have a personal overview of the sector, directly influencing the choices of their brand. The benefits of this strategy include greater brand recognition, higher levels of employee engagement and increased audience confidence.
- What is a Social CEO strategy?
A CEO should not be encouraged to create profiles on LinkedIn and Facebook or to share random articles. It needs an ad-hoc program to establish a constant, influential and reliable presence on social media.
Here are some advice on how to create a Social CEO strategy:
- Identify specific goals;
- Illustrate the best tactics to use on social media;
- Integrate the plan with marketing tools, such as those for listening, analysis and publication
- Measure the performance in clear metrics;
- Optimize times.
Nowadays, there are many cases of CEOs active on social networks, who have become so strong that they cover their brands identity with their own image. Basically, the personality of the CEO always stands out, which does not necessarily have to be that of the company executive, but which without a doubt must be the result of a program and a strategy.
According to Ryan Holmes, Hootsuite president and co-founder, the value of most brands is directly tied to reputation and corporate reputation is increasingly dependent on social media. Three out of four consumers say that having a CEO on social makes a brand more trustworthy, and companies with active CEOs on social media are perceived as 23% positively compared to companies with inactive CEOs. In defense of his opinion, Ryan recounts the case of the AirAsia plane crash and how a CEO had the power to influence the perception of facts even in a tragic situation. During that tragic event, CEO Tony Fernandes fearlessly informed the audience of the incident, providing constant updates on social media in a transparent and honest way.
Tony Fernandes’ authenticity and leadership earned him and his AirAsia team public praise despite the tragedy.
For Fernandes, his reaction was simply a strategic extension of sharing the human side firsthand with the use of social media
Being a social CEO is one of the most used marketing techniques today. If trust is what the audience expects from a brand then there is nothing better than “putting your face” to win it. For too long, business executives have distanced themselves from the public by becoming deaf to audience demands but with the rampant use of social media and the business need to better optimize these touchpoints, using people to build a brand’s image seems to be really effective.
As described, this type of strategy requires an analysis and a program. Once again, marketing tools come to the rescue of brands with the aim of optimizing time and results.
In alpenite we know which tools to recommend and which ones to not recommend, contact us if you want to know more about this technique, we will know how to guide you.
In the end, not everyone is born Elon Musk so we dedicate some tips to regular people, or rather attributes that a CEO must have:
1. Recognize and appreciate social media as interaction tools;
2. Use LinkedIn or Twitter;
3. Be authentic;
4. Be transparent;
5. Be interesting;
6. Be active in project outside work;
7. Regularly post;
8. Be humble;
9. Not be afraid;
10. Share useful tips;
11. Be passionate.
If one of your goals as CEO is to build a strategic communication on social networks, contact us because we know how to help you in an effective and structured way.