Social CEOs: TOP leaders in Social media equals good business

Are you a social CEO? If not, then it is time for you to be one. As technology continues to advance, so does our ability to gather information and communicate. Social media is playing an increasingly important role in how people share their thoughts and opinions. People can now readily access information about a?company’s performance?on the internet on social media platforms, like Facebook, LinkedIn, Twitter and many others. And for the CEO and senior executives, social networking is about more than staying up to date with the latest memes. Research by DDI, a global leadership consulting firm states that 50 percent of the CEOs on Harvard Business Review’s (HBR) 2019 Best Performing CEOs are active on LinkedIn, Twitter, or both. (This is up from 20 percent of the CEOs on HBR’s 2016 list.) Perhaps most notable, there is a directional relationship between rank on the 2019 list and social media use. This means those who are ranked higher are slightly more likely to be active on social media than those ranked lower on the list.

According to Insead Professor, Prof. David Duboid, “The activity of the most influential leaders on social media increasingly reflects emerging leadership practices which will likely define the future of management. Not only does it provide compelling insights on how leaders are followed and admired today; it also paves the way for what the organisational structure of 21st century might be: more local”

The core responsibility of the CEO of any company is to clearly communicate, represent, and facilitate the company vision. The job is difficult and challenging, even in the most successful of companies, for the CEO is more than a leader; the CEO is a figurehead and representative for the entire company. His or her public persona is a big part of the company brand, and when that persona is missing from social media or doesn’t take advantage of the visibility that social media offers, people notice.

However this has to be done carefully as any statement posted by the CEO has a bearing on the business. As a business leader and industry expert, your personal social media can extend far beyond the realm of promoting your organization. Your social media visibility as a senior executive may lead to additional opportunities, such as keynote speaking and panel participation, invitations to boards, and the ability to grow your personal credibility in a wide variety of areas. But you do need to define your personal brand. Elon Musk, the co-founder and CEO of Tesla and SpaceX, has over a hundred million Twitter followers. Many have written about Musk’s funny, sometimes weird, and occasionally inflammatory tweets. And many noticed his social media presence when he threatened to take Tesla private in a 2018 tweet. As a result of that tweet, Tesla’s stock skyrocketed, and Musk was fined $20 million by the U.S. Securities and Exchange Committee for fraud. Now, Musk must get permission from his lawyers before he posts any Tesla-related tweets.

CEOs on Social Media have better Investor Relations. Communication is a key responsibility of the CEO; no single voice from an organisation is more powerful, whether the audience is internal or external. Being present on social media can make it easier for a CEO to present a consistent message about company strategy while also boosting investor confidence. CEOs on social media have a positive impact on trust, reputation, and engagement.

Mark Zuckerberg, Founder and CEO of Meta, uses Facebook and other social platforms not only to announce new Facebook products and projects but to promote his social good efforts; personal stories about his life, wife, and child; and share what he is busy doing, whether it’s watching election results or speaking to world leaders about connectivity. Followers gain more than just a glimpse into the man leading the company, and because of that, he has an enormously supportive global following of more than a hundred million people.

Not surprisingly, most CEOs use Social Media to talk about their products and services. During the lockdown period in 2020. BancABC CEO, Dr. Lance Mambondiani announced a new BancABC product “Dial-A-Visa” on his Social Media accounts where one could order a VISA USD card on the phone and it would be delivered at their doorstep. His posts got a lot of engagement and many people got to know of this new product through word of mouth as well as Social Media.

Many social CEOs aren’t social just because they have a company to run; they see value in being social in every aspect of their lives. They care about more than the bottom line. They give back, they mentor, and they care about real social issues that have nothing to do with Twitter, Facebook and LinkedIn. We refer to those who act consistently in a collaborative, generous way as “relentless givers.” They constantly share what they know, connect others and — often for no other reason than because it is the right thing to do — they do good. Standout examples of Zimbabwean Social CEOs are Phillip Mataranyika, Dr. Divine Simbi Ndhlukula, Strive Masiyiwa who has 5.7 million Facebook Followers 19 918 Linked followers and Dr.Lance Mambondiani.

Philip Mataranyika the Founder and CEO of Nyaradzo Group is his organisation’s number one brand ambassador and face of the company with 23,000 Facebook Followers. He regularly posts promotional content on his Social Media platforms where he will be in the company of influencers wearing Nyaradzo’s brand collateral. He also regularly shares his journey to success and provides a lot of mentorship through the nuggets found in his posts about his entrepreneurial journey. He also promotes and celebrates other people like athletes and artistes on his Social Media platforms and regularly engages and responds to people’s comments. It is no wonder 2018 Statistics from the regulator, the Insurance Pensions and Commissions, show that in terms of funeral insurance, Nyaradzo commands more than 70 percent market share while life business has grown to 26 percent market share.

?Dr. Lance Mambondiani the BancABC CEO who has 24,000 Twitter Followers and 13,000 Facebook Followers, is known for his genuine connection with customers, vendors, employees, and the media. He is the lifeblood of the organisation and it shows with every tweet and post on his Social Media platforms. He connected with a young farmer Terry in an unorthodox way when Terry reached out to him publicly on Twitter. They eventually went for coffee and Terry’s life has never been the same. Some Social CEOs prefer to mostly share content which is more along the lines of mentorship and entrepreneurship and that is still okay, Strive Masiyiwa the founder and owner of Econet and Dr. Divine Ndhlukula the CEO of Securicor with 5000 Facebook Followers fall in this category. Social CEOs are building their personal brand whenever they engage on social media, and when they do it in an authentic and generous way, they’re also improving the company brand

There are many social media platforms out there, but the time and energy it takes to maintain and post on multiple platforms may not be worth it. With so many social media channels to choose from, it’s important to focus on the right ones. That said, I recommend social CEOs to focus on either of these three major social media platforms:

? LinkedIn is the most popular platform for corporate CEOs. It is a business-focused network. Executives use LinkedIn to showcase their professional and company achievements and stay in touch with industry leaders. Fully updated profiles with professionally taken profile pictures get a lot of visibility.

? Twitter is the second choice for social CEOs although uptake in Zimbabwe is still slow with just over two hundred thousand domiciled Zimbabwean on Twitter. It is easy to set up and social CEOs can get direct response and real-time engagement with customers, fellow CEOs, industry leaders and prospects.

? Facebook isn’t just a place for people to post about their lives. It is a place for CEO and senior executives to post about their company and how they can help their customers. Also, let’s not forget that Facebook is the top social media platform in Zimbabwe. So, although it is not LinkedIn, the CEOs are most likely also using it to connect with their friends and families. They are humans, after all.

Your Marketing and PR department likely already has an “ideal customer” model and knows on which social platforms you are most likely to connect with them. If you don’t already know your customers, consider who they are when determining the platform on which they’re likely to find you. But more than likely, you’re trying to connect beyond just your customers. So think about who else you want to reach. As a CEO on social media, you can:

? Introduce new people to your brand

? Expand your organisation’s reach

? Reach potential new talent (even those who are not looking for new jobs)

? Connect with and set an example for your employees

? Create visibility for your board and investors

? Outreach with your local community (non-profits, community leaders)

? Develop relationships with other CEOs on social media

? Establish communication with media professionals

Social media is not just about standing on a pedestal, brandishing a megaphone. Social media is a tool for engaging with and connecting with others. If you only plan to use social media to push your company’s latest discount or special, you will not achieve success on social media or develop credibility as a leader. The more active and engaging you are, the more social media love you’ll get. Don’t be afraid to mention and share other people’s content that resonates with you, personal moments that provide insight into who you are as a person, and photos.

Consistency is crucial. Once you decide to be visible on social media, you need to remain visible. A single tweet on your profile that is six months old is worse for you than no social media profile at all, because it implies you have no follow-through. Once you decide to step into the social media spotlight, stay there. You don’t have to do it alone; you can rely on your social media engagement firm to help foster your visibility and growth on social media, allowing you to have someone to help you post consistently, monitor engagement, and alert you to opportunities.

In conclusion, The CEO is the face of an organisation and the clearest representation of its culture and brand; a CEO’s social media activity helps to build an organisation’s reputation, solidifies the brand, offers credibility in the marketplace, and grows visibility. A CEO’s social media visibility develops stronger connections with clients, business prospects, and future talent.