Despite the brand disaster risks, CEOs need to be on social media
Once upon a time, a company’s website was its shop window and could make or break a brand. Now social channels have far more power. The way a leader presents themselves on social media affects how the public sees the business. This is why CEOs need to be active on social media, argues Lucy Willatt
Earlier this week I watched a clip of a CEO of a well-known UK business, walking off camera while being interviewed on the BBC. He was asked about his sizeable bonus, and whether he thought it was appropriate. He refused to answer, looked to his advisor for confirmation, and then walked off screen, blaming the journalist for a poor interview.
I jumped on to Twitter and LinkedIn to look this guy up. I wanted to see if he’d addressed the issue, maybe tried to explain why he did what he did. I was also keen to see if he had a presence on any platform.
Needless to say, he wasn’t on Twitter, and didn’t even have a LinkedIn profile (albeit it could have been deleted following said interview). The company Twitter account also ignored the ‘mishap’. Yet the interview had hundreds of mentions on Twitter and even made the news over in this part of the world.
The bulk of most brands’ value is linked to reputation. But the one thing often over-looked in the reputation treasure chest is the CEO having a presence and being active on social channels.
The curious and ambitious people amongst us use professional platforms such as LinkedIn to attempt to connect with senior executives who are seen as leaders.
The overwhelming feedback from people is that these leaders never respond not even to say thanks. Is it not part of their image to be engaging with the leaders of tomorrow.
Great c-level people I’ve worked with in the past have always taken the time to engage with individuals