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  • The Benefits of A Social CEO

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    MWW
    478 просмотров1 страница
    Whether it’s culture building, enhancing shareholder value, or retaining customers, the CEO is the most important single touch point to everything and everyone that matters to a company. Social media, by its very nature, cuts across every constituency, and when done well, requires minimal CEO time to be effective. Yet, despite these benefits, 70% of Fortune 500 CEOs are not on social media at all, and when we exclude LinkedIn the numbers grow even higher. This leaves a tremendous untapped opportunity for companies to build relevance and transparency, engage stakeholders, and head off potential crises. At a time when most of the planet is online – companies (and their reputations) can’t afford to be left behind.

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    The Benefits of a Social CEO

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    Whether it’s culture building, enhancing shareholder value, or retaining customers, the CEO is the most important single touch point to everything and everyone that matters to a company. Social media, by its very nature, cuts across every constituency, and when done well, requires minimal CEO time to be effective. Yet, despite these benefits, 70% of Fortune 500 CEOs are not on social media at all, and when we exclude LinkedIn the numbers grow even higher. This leaves a tremendous untapped opportunity for companies to build relevance and transparency, engage stakeholders, and head off potential crises. At a time when most of the planet is online – companies (and their reputations) can’t afford to be left behind.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    478 просмотров1 страница

    The Benefits of A Social CEO

    Загружено:

    MWW
    Whether it’s culture building, enhancing shareholder value, or retaining customers, the CEO is the most important single touch point to everything and everyone that matters to a company. Social media, by its very nature, cuts across every constituency, and when done well, requires minimal CEO time to be effective. Yet, despite these benefits, 70% of Fortune 500 CEOs are not on social media at all, and when we exclude LinkedIn the numbers grow even higher. This leaves a tremendous untapped opportunity for companies to build relevance and transparency, engage stakeholders, and head off potential crises. At a time when most of the planet is online – companies (and their reputations) can’t afford to be left behind.

    Авторское право:

    © All Rights Reserved
    Скачайте в формате PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 1

    THE BENEFITS OF

    A SOCIAL CEO

    70
    01

    FORTUNE 500 CEOs


    WHO STILL DO NOT HAVE A SOCIAL PRESENCE
    WHILE MANY STUDIES HAVE MADE THE CASE FOR WHY CEOS NEED TO GET SOCIAL, THE C SUITE HAS REMAINED SLOW TO ENGAGE VIA SOCIAL MEDIA.

    RESEARCH INDICATES 2 KEY BENEFITS FOR SOCIAL CEOS AND THEIR BRANDS WHEN IT COMES TO REPUTATION:
    BROADER MEDIA COVERAGE WITH GREATER RANGE OF BRAND BUILDING TOPICS, SUCH AS: CORPORATE SOCIAL RESPONSIBILITY COMPANY CULTURE LEADERSHIP

    02

    CLEARER ANALYST UNDERSTANDING OF A COMPANY'S STATED INTENTIONS

    FOR BRANDS WITH SOCIAL CEOS, THE MEDIA IS LIKELIER TO DISCUSS THE COMPANY'S
    CREATIVE APPROACH APPROACH TO STRATEGY APPROACH TO INNOVATION COMMITMENT TO AN IDEAL / CAUSE

    5.1x
    600% 500% 400% 300% 200% 100%

    4.6x

    4.1x

    1.5x

    ANALYST COVERAGE OF COMPANIES WITH SOCIAL CEOs


    MORE FREQUENT CITATIONS OF THE COMPANY'S INTENTIONS
    ANALYSTS WERE SIGNIFICANTLY MORE LIKELY TO DIRECTLY CITE STATED COMPANY INTENTIONS TO BENEFIT, SELL, DISTRIBUTE OR MAKE CERTAIN OFFERS. THESE CITATIONS OF INTENT WERE ALMOST NON EXISTENT IN ANALYST COVERAGE OF THE NON SOCIAL CEO PEER GROUP.

    6.8x
    300%

    200% 100%

    MORE FREQUENT CITATIONS OF DISCUSSIONS WITH AND ABOUT THE COMPANY AND ITS LEADERS
    REPORTS FOR BRANDS

    3.4x

    WITH A SOCIAL CEO:

    VS.

    92%

    REPORTS FOR BRANDS


    % OF SAMPLED ANALYST REPORTS

    WITH A NON SOCIAL CEO:

    18%

    SO HERES THE BIG PICTURE:


    TRANSPARENCY ACCESSIBILITY

    CEO SOCIAL ENGAGEMENT

    APPROACHABILITY

    CLARITY

    RICHER MEDIA COVERAGE CLEARER ANALYST COVERAGE

    TRUST
    BRAND

    IN THE BRAND

    ACTION
    PURCHASE INVESTMENT ADVOCACY

    RELEVANCE

    ANALYSIS BASED UPON LANGUAGE FREQUENCIES AND CONTEXT FROM TWELVE MONTHS OF MEDIA AND ANALYST COVERAGE OF PUBLIC COMPANIES LED BY "SOCIAL" AND "NON SOCIAL" CEOS, AS DETERMINED BY MWW. "SOCIAL" AND "NON SOCIAL" CEO GROUPS WERE COMPARABLE IN TERMS OF INDUSTRIES AND COMPANY SIZE. FACTORS CONSIDERED FOR CONSIDERING A CEO AS "SOCIAL" WERE: FREQUENCY OF ENGAGEMENT, STRENGTH OF TWO WAY ENGAGEMENT, STRENGTH OF MULTI PLATFORM APPROACH, TOPICS DISCUSSED VIA SOCIAL, AND LEVEL OF TRANSPARENCY. * ADDITIONAL DATA WAS DERIVED FROM CEO.COM'S "2012 CEO.COM SOCIAL CEO REPORT: REALLY THOUGH, HOW SOCIAL ARE CEOS?"

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