Posted February 7, 2013 9:33 am by with 2 comments

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I had to share this with our readers only because I had to study it several times to make sure what I was seeing was real.

eMarketer did a piece on the Social CEO and pointed to research done by Weber Shandwick. Granted, the questions themselves may have skewed the answers to help CEO’s identify ‘social channels’ use in a comparison between 2010 and 2012 but even the most forgiving sort has to double-take on 3 of the first 4 areas listed as ‘social’ plays.

CEOs and Social Media

The CEO’s biography on a website is social? The company’s homepage or ‘About Us’ page is social? The company’s ‘Career page’ is social?

If CEO’s of these big companies are being allowed to think that any of the above mentioned areas are ‘social’ than they may be surrounded by people who are afraid to tell them the truth. Nothing like a good group of ‘yes men’ to help a CEO make believe he or she is social. Also, nothing like a good group of yes men to make a CEO look foolish either.

So with only 18% being on social networks, there appears to be a lot of room for growth. Maybe the first step is telling your CEO that having a biography page on your website isn’t being social, that’s just being courteous.

Your thoughts?

  • For many CEOs the idea of putting themselves out there at all is difficult to stomach. It’s worse when a PR and/or legal or HR won’t allow them to publish what they’d consider social. With so many corporate reputation problems stemming from a mispoken tweet or scandal uncovered through social media, it’s no wonder everyone is scared to take the reigns. Leaves more room for growth from CEOs and organizations that embrace it and don’t live in fear.

    • FrankReed

      All excellent points, Rhea. What would it take to get some of the ‘fear driven’ folks out in the light, so to speak? Will it simply be losing business to those that are playing the game or something less drastic? Are we as an industry not creating a strong enough incentive to help them break out?

      Thanks for checking in!