Weber Shandwick is one of my favorite PR firms because Dr. Leslie Gaines-Ross–its Chief Reputation Strategist–is a kindred spirit, when it comes to reputation management.
In particular, she’s fascinated by the role of the CEO in a company’s reputation management efforts and her latest report, Socializing Your CEO, does a great job of analyzing the social media habits of CEOs of the world’s largest 50 companies.
What did Web Shandwick learn about the top CEOs of the world?
- 97% communicated either through traditional or online channels
- 64% are NOT engaged through company websites or in social media
- 36% engaged through company websites or in social media
- 28% posted letter or message on company websites
- 18% incorporated video/podcast on company websites or YouTube channels
- 16% have a profile on Twitter (8%), Facebook (4%), MySpace (4%) or LinkedIn (4%)
The study also found that the CEOs of the most admired of the 50 were more actively engaged online (41%) those companies that had mediocre reputations (28%). That begs the question: do these companies have better reputations because the CEO is more active on social media, or because these companies have great reputations, the CEO feels safer engaging social media?
So, these “engaged” CEOs, where are they actually engaging?
As you can see, they’re still not the most social people in the world. Just 18% posting videos and podcasts and a measly 8% active on Twitter (that’s 4 CEOs, for those not good at math!)? And, not a single CEO had a company-affiliated blog!!! What up with that?
(Note: I have no idea why a Wikipedia Page is included here. Weber Shandwick’s research is usually spot-on, but considering Wikipedia profiles are static, lifeless, profiles–generally created by Wikipedia editors–it really has no place in the list)
Any surprises for you?