Should CEOs tweet? It’s likely that most of a company’s social media strategy is handled by someone besides the CEO. That said, a chief executive’s voice has unique power when it comes to building the brand. Most CEOs won’t post constantly on social media, but well-timed, appropriate posts can make a big difference in the way in which your company is perceived on the Internet.
Research by BrandFog indicates 81% of those surveyed believe CEOs who are active on social media are more prepared to run a company than those who aren’t. Social engagement from top-level executives demonstrates commitment and provides a sense of stability to the brand.
Strategic Tweeting
CEOs can get a lot of mileage out of common tweet types, such as sharing what they’re reading, showing off an inspiring shot from the office, or passing along an encouraging comment. That kind of activity humanizes a CEO and makes him or her appear more connected and responsive.
Even so, there are even more effective ways for a CEO to make a difference on social media:
Connect With the Press
Have a product or partnership announcement coming up? It’s the perfect time to get in touch with journalists hungry for a fresh story. Many reporters are likely to take time to listen when a CEO’s name crosses the Twitter dash. Compliments, value-adds, or even offering an exclusive interview will help build warm relationships with industry journalists.
Establish Thought Leadership
Social media is the perfect way to differentiate your brand by showcasing your unique value. That often comes from using social platforms to amplify your expert content, such as blog posts, whitepapers, or videos on trending topics. CEOs should also feel free to weigh in on any important news in their field. This helps prove that the executive team is on trend and ready to engage with hot issues.
Manage Crises Proactively
While many executives fear the incidental Twitter “fail” that might bring embarrassment to your brand, Twitter can help put out far more fires than it might start. If a crisis emerges, such as a product recall or data breach, taking to social media can help establish trust. A CEO’s candor and transparency will protect the brand as long as messaging is tactful and accurate. Always maintain an even temperament and executive presence.
Comments, questions, and even quips from a CEO have tremendous power in defining your brand’s voice. When a CEO is active on Twitter, it gives them more control over their own story and ensures competitors or dissatisfied customers can’t fill up the silence for them.