While company leadership presence on LinkedIn, Twitter, Facebook and Pinterest can help develop brand personality and strengthen client relationships, only one in five chief marketing officers of Fortune 100 companies actively participate in public social networks, according to a recent study by BusinessNextSocial.
"Top 20 Most Social CMOs in the Fortune 100" examined these company leaders' social credentials to determine whether they understand the potential of social media marketing. Despite the growing focus businesses are placing on media, mobile technologies, content marketing in the social sphere, only a handful are adapting the practices themselves.
CMOs who were considered the most social had multiple profiles and high follower, retweet and/or share frequencies. While the top three professionals had a combined total of nearly 94,000 Twitter followers, 76 percent of CMOs have no following whatsoever, according to BusinessNextSocial.
"CMOs need firsthand experience building online communities to connect with customers and foster loyalty, trust and engagement," said Mark Fidelman, BusinessNextSocial conference director.
Fidelman believes that companies looking to remain competitive will eventually require CMOs to develop the personal experience of participating in large networks.
Companies benefit immensely from leaders who have an important presence online. CMOs can connect directly with customers, share brand information and prove company expertise.