The Power of Going Social: Why CEOs Must Embrace Social Media in 2023 and Beyond

In today's digital age, the role of a CEO extends far beyond the boardroom. With the rise of social media platforms and the ever-increasing importance of brand visibility, CEOs now have a unique opportunity to connect directly with their audience, establish thought leadership, and drive meaningful engagement. In this article, I will explore why going social as a CEO is an absolute must in 2023 and beyond.

1. Authenticity and Humanization: Gone are the days when CEOs were distant figures hidden behind closed doors. In an era of transparency and authenticity, social media provides a platform for CEOs to humanize their brand and build trust with their audience. By sharing personal insights, behind-the-scenes moments, and thought-provoking content, CEOs can create a genuine connection that resonates with customers, employees, and stakeholders.
2. Thought Leadership and Industry Influence: CEOs are not just business leaders; they are also industry experts. Social media offers a powerful avenue for CEOs to establish themselves as thought leaders and influencers in their respective fields. By sharing industry insights, trends, and perspectives, CEOs can position themselves as go-to experts, driving conversations and shaping the narrative in their industries.
3. Brand Visibility and Reputation Management: In an increasingly crowded marketplace, brand visibility is crucial for success. Social media provides CEOs with a direct channel to amplify their brand's message and increase visibility. By actively engaging with their audience, sharing valuable content, and participating in industry discussions, CEOs can enhance their brand's reputation and establish a strong online presence.
4. Employee Engagement and Company Culture: CEOs who embrace social media not only connect with external stakeholders but also foster a sense of community within their own organizations. By sharing company updates, recognizing employee achievements, and promoting a positive company culture, CEOs can boost employee morale, loyalty, and overall engagement.
5. Crisis Management and Rapid Response: In the age of instant communication, social media plays a critical role in crisis management and rapid response. CEOs who are active on social media can address issues, clarify misconceptions, and provide real-time updates during challenging times. By being proactive and transparent, CEOs can effectively manage crises and maintain trust with their stakeholders.

Intermediate result: The era of the detached and elusive CEO is fading away.

In my eyes, CEOs do not only have a tremendous opportunity to leverage social media to build their personal brand. You could go as far as to say, it is their obligation to express beliefs and opinions and take part in discussions related to global matters. It is not only about enhancing their company's reputation. It is about driving meaningful connections.

Because if you don’t position yourself on social media you will risk being considered faceless by current and future buyer generations – literally. Take the chance to position yourself as influential leaders, forget traditional business growth ideas for a second, and stay ahead in an increasingly digital and interconnected world.

“But: I don’t know what to post!”

As a content strategist I love this objection. Why? Because it is just a lie and false excuse to yourself. It's like saying: "Sorry, I left my voice on the bookshelf."

My job is to convince you the opposite is true. It's not that there is a lack of topics to choose from. Hell, no! You have an abundance of burning and buzzing sujets right in front of your (virtual) doorstep. However, what are they?

Data analysis by FTI Consulting has identified nine core topics that social-savvy CEOs are focusing on in their social media posts. Seven of them are sector-agnostic and cover broad thematic areas. That means: you can't say that you haven't got anything to say about them. Excuse? Banished.

These 7 core topics include Climate Change, Health (including COVID-related discussions), Customers, Results, and Performance, Colleagues and Communities, Diversity and Inclusion, Products & Services, and Supply Chain.

What are the remaining two? Energy and Transport.

Interestingly, CEOs who post on a wide range of topics tend to have the greatest impact on social media. Among CEOs who post more than once per month, there is one to point out: Paul Hudson , CEO of Sanofi . Hudson's posts cover a diverse array of topics, ranging from ESG (Environmental, Social, and Governance) initiatives and company announcements to crisis situations and employee updates. And guess what? He's killing it in terms of engagement – achieving the highest rates in FTI's study.

Furthermore, six out of the top ten CEOs with the largest number of followers across all channels also adopt a similar approach, posting content on a broad range of subjects.

These findings emphasize the importance of a robust, tailored, and data-driven content strategy for CEOs on social media. Rather than adhering to a narrow set of topics, CEOs who engage with their audience across a wide range of subjects are more likely to achieve success. This approach underlines the significance of understanding the interests and preferences of their target audience and aligning their content accordingly.

CEO Positioning: Fear of Making Mistakes vs. the Chance for Thought Leadership

So, you want to be a social media-savvy CEO, but there's something holding you back. Fear of making mistakes, am I right? Well, you're not alone!

It's a bit older – however the impressive and often-cited study "The State of Corporate Reputation 2020" by 万博宣伟 shows, German CEOs have been a bit hesitant to dive into the social media pool. They're worried that one wrong move could tarnish their reputation and that of their company. And hey, they're not entirely wrong. In fact, the study found that a whopping 58 percent of a company's overall reputation is tied to the CEO's reputation. Talk about pressure! Mistakes made through social media posts can have a significant impact on the company. The occurrence of errors is particularly prevalent when there is no well-defined strategy in place for the social CEO. This is another reason why many CEOs still neglect their social media presence. Often, the lack of a proper strategy and the time-consuming nature of developing one deter CEOs from fully utilizing the potential benefits of a social media presence.

However, the same exact Weber Shandwick study impressively confirms the significance of CEO positioning as a thought leader for overall business success. I don't have to tell you, being a CEO isn't just about running a company. It's about being a leader, inspiring others, and shaping industry conversations. And what better way to do that than through social media? By establishing yourself as a thought leader on platforms like LinkedIn, you not only boost your personal reputation but also enhance your company's reputation. It's a win-win!

Oh boy, how do I tackle all these topics? I can't be on social around the clock!

This is where it gets very interesting. In short: Yes, you might need help.

The truth is, managing multiple topics and maintaining a consistent social media presence can be a daunting task for any CEO. But fear not, because you don't have to do it all by yourself. In fact, all of the above-mentioned CEOs have a team or an internal curator supporting them.

Bottom line: you need a strategic approach paired with a highly individual layout in order to effectively handle the diverse topics and prevent the perils of social media.

So, who can do this? Enter the prolific content strategist with a close-knit production team. This expert not only plans but also executes the plan with lightning speed. They are a big-picture thinkers who care equally about content distribution and your personal reputation. A master strategist is a balanced yet driven sparring partner who will forge your virtual voice and ignite your motivation to get out there and inspire people with your leadership.

With the right content strategist and team by your side, you'll have the support you need to tackle multiple topics, engage with your audience, and get to the top of your social media game.

One solution to tackle it all: The Leader's Content Batch

That's where The Leader's Content Batch comes in. We're here to help you navigate the social media jungle with our kick-ass content creation package. We'll whip up compelling stories, snap killer visuals, and produce top-notch videos that will make you stand out from the crowd. And hey, we won't leave you hanging – we are Cat. The Brand Catalyst . We'll even craft the appropriate distribution strategy to get your content in front of the right people at the right time. It's time to kick fear to the curb, embrace the chance for thought leadership, and rock the digital stage like a boss!

So, what are you waiting for? It's time to break free from the shackles of fear, grab social media by the horns, and show the world what you're made of. The Leader's Content Batch is your golden ticket to becoming a fearless, influential CEO in the digital age. Don't miss out on the opportunity to make your mark and have a damn good time doing it. Let's make some noise!

Wrapping it up: Don't wait any further

In conclusion, going social as a CEO is an absolute must in 2023 and beyond. By leveraging a diverse range of topics and insights from data analysis, CEOs can establish themselves as thought leaders, drive engagement, and build meaningful connections with their audience. A well-crafted and comprehensive content strategy is essential for CEOs to maximize their impact and effectively communicate their vision, values, and leadership in the digital era.