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BizReport : Social Marketing : May 20, 2015

CEOs have identified which social networks work for them

Social media is being used by CEOs of top companies more today than ever before, but those top executives have their favorites, according to new research from PR agency Weber Shandwick.

by Helen Leggatt

The social media habits of 50 CEOs from the 2014 Fortune Global 500 rankings were analyzed by Weber Shandwick and the results reveal that those top executives are using social media twice as much today than they did five years ago.

"CEO social engagement is a reputational must today. Business leaders are increasingly turning to digital platforms to share their company story, reach broader networks of stakeholders and join online conversations where their company is already being talked about," says Leslie Gaines-Ross, Weber Shandwick's chief reputation strategist. "CEOs who don't embrace online communications risk being left behind."

However, the number using social media is still low, at just 28%. And, of those, there is a distinct favoring of some platforms over others.

The most popular social networks used by CEOs are LinkedIn, used by 22%, and Twitter, used by 10%, but none of the CEOs said they used Facebook or Google+ despite 10% claiming to have been using Facebook back in 2012.

The reason for this select use of social networks is, according to Gaines-Ross, that while CEOs once believed they had to be on every social network they have now identified which platforms work best for them.

Image via Shutterstock

Tags: LinkedIn, marketing, social media, Twitter

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