It’s time to evolve or die when it comes to executives having an active presence on social media.
With the increasing importance for a personalised experience and the accessibility of social media, the need for organisations to provide social leaders and actively participate in social conversations is essential.
Hootsuite’s new research, exclusively presented at CMO Disrupt, Sydney by their Regional Marketing Leader for ANZ, Ben Mulligan, suggested this, with Mulligan believing that the time is now for C-Suite executives to build their social media presence.
“In Australia and New Zealand, 75% of companies have a social media presence, but less than 10% of those companies’ leaders are active on social,” the study revealed.
“In Australia and New Zealand, 75% of companies have a social media presence, but less than 10% of those companies’ leaders are active on social.” – Ben Mulligan
There’s been a 10% increase in the audience’s trust for information disseminated by a company’s CEO on social media, and Mulligan believes that number is only increasing.
The studies show that having a personality that personifies the company allows audiences to gain greater trust towards that company, and only enhances the reputation that the organisation has.
Hootsuite says that the lack of active leaders on social media platforms like LinkedIn or Twitter only means those who do engage, provide a more authentic feeling to the customers.
“With waning trust among the public, and only a few premium players active in key social channels, the authenticity, approachability and transparency offered by effective social strategy is there for the executive taking.”
A strong social media presence isn’t only for outsiders to get a glimpse, it also has an impact internally, as it creates the same authentic and approachable feel for the employees as well.
“A social executive further enables employees, inspires them to tell the company story, not just sell it. And to be and feel part of it,” they explained.
Ultimately, there is a clear opening for the highest executives to take advantage of the lack of social media presence by leaders, and it will help them in all aspects of the business.
“For those leaders smart enough to capture the space, come decided advantages for corporate performance, from employee engagement to brand recognition, sales to public trust.”