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BizReport : Social Marketing : September 10, 2014

CEOs continue to lurk on social media sidelines

Consumers have wholeheartedly embraced social media, but have CEOs? No, according to a new study that reveals very few have a social media presence.

by Helen Leggatt

According to the findings Domo's 2014 'Social CEO Report', an annual report that analyzes the social media behavior of corporate executives, just 8.3% currently have a Twitter account.

It gets worse. Just two-thirds of those with Twitter accounts actually use them, based on the number who have Tweeted in the past 100 days. Overall, more than two-thirds of all Fortune 500 CEOs have no social presence at all on any major social network including Facebook, Twitter, Google Plus, Instagram and LinkedIn.

Of those CEOs that do bother with social media, LinkedIn is the most popular. Just over a quarter (25.4%) have a LinkedIn account, although that's less than the 27.7% with one last year.

An interesting finding of the report is that photo-sharing network Instagram is more popular among business leaders than Google Plus. While small, 2.6% of Fortune 500 CEOs are on Instagram, just 1.6% have a Google Plus account. However, the report also noted that most Instagram usage among CEOs was personal rather than for business purposes.

It's not all bad news, according to Josh James, founder and CEO of Domo.

"The report also signals that a new breed of social-savvy Fortune 500 CEOs may be emerging. This group is represented by the likes of Microsoft's Satya Nadella and ManpowerGroup's Jonas Prising, both of whom were named CEO by their respective companies in 2014. Among all active Fortune 500 CEOs, Prising has been on Twitter the longest, at 2,145 days, followed closely by Nadella, at 1,961 days," writes James on the Domo blog.

"What makes these business leaders so special? They instinctively understand the value of social media and, beyond their own personal brand, understand what it can do for their organization in terms of awareness, customer loyalty and new business opportunities."

Image via Shutterstock

Tags: behavior, CEO, social media

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