More CEOs are realizing the benefit of having an online presence, according to a recent study by IBM.
With the exception of LinkedIn, most CEOs are participating in social networking significantly less than the general public, according to CEO.com. However, as social media marketing has proven an efficient and essential way to engage customers, IBM analysts believe the percentage of CEOs who participate in social networking will jump from 16 percent this year to 57 percent within five years.
Company heads set the cultural tones of their organizations. Especially in the B2B sphere, clients often want to choose service providers that exemplify positive company culture and communication. CEOs who interact with company employees or praise internal success online can help boost brand image. According to the study, there is a strong correlation between company success and openness.
CEOs can't just dabble with social media because successful client engagement is constant. Content marketing departments can help them become Twitter and LinkedIn pros by encouraging frequent interactions with customers and employees and being authentic and original with posts and shares. It's also a good idea to prepare CEOs for the time commitment profile maintenance requires.