We’ve said it here in this space for some time now – radio’s CEOs could help themselves by signing up for Twitter accounts and communicating their thoughts, views, and observations.
Now there’s proof that indicates it’s a great idea. A new survey from BRANDfog comprised of more than 400 consumers and employees of companies shows that CEOs who use social media help themselves perceptually.
As the chart shows, half say they’re more likely to believe a socially connected CEO can benefit brand image – and an additional 22% say they are much more likely to think CEOs who use sites like Facebook or Twitter help their brands.
According to eMarketer, three-fourths (77%) say they are more/much more likely to buy from a company where the CEO uses social media to define the company mission and values. And nearly nine in ten (86%) rated CEO social media engagement as somewhat/very important or mission critical.
Risk versus reward.
Maybe youth comes into play here – in terms of the age of CEOs as well as the demographics of those who work for companies. The graphic below suggests that younger CEOs have a much greater propensity to communicate via outlets like Twitter:
In any case, some CEOs I spoke to who have avoided social media often cite discomfort, legal issues, or concern about whether these channels are appropriate for communicating messages, ideas, and reactions. But as the vast majority of people in this country use Facebook, Twitter, and other social channels, expectations for CEOs rise. And among consumers, questions are raised, such as these:
Why aren’t CEOs showing themselves on social media sites?
At a time when corporate distrust is at its highest level since The Great Depression, what are CEOs who aren’t on Facebook or Twitter saying with their silence?
Perhaps that’s the American mindset in 2012. And for CEOs like Richard Branson or Howard Schultz, a degree of transparency on sites like Twitter appears to be helping create a connection between their brands and consumers. As the data indicate, it’s good business to show that human side that we’ve come to expect from social media.
Social media can be the currency of corporate trust.
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Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Unfortunately, many of those who do probably shouldn’t until they learn how to use the medium. Tweets, and other forms of social media contact, must be meaningful. Too many I see are nonsense wastes of time for both them and me.
There IS a learning curve but I give CEOs who are bold enough to try big points. Thanks for the comment.