Social Media: The New Success Factor of CEOs.
Any business or organization that is active on social media in today’s business terrain is seen as more genuine, than those that are not, but more profound for organizations is when the CEO is social media savvy, the engagement between the organization and their target audience is seamless and profitable.
According to the CEO of SterlingReach, Alaba Ayinuola, speaking at a Digital PR conference recently stated that, “It’s important for businesses to stay engaged on their social media platforms, so they can respond quickly to feedbacks, and keep customers happy, but more important for CEOs to have a vibrant social media presence, because it is not optional for brands that must remain relevant in the market”.
The few CEOs that have come to embrace it can testify that it has remained a major strength for them, in terms of keeping to date with business, their target audience, build loyalty, act as a marketing strategy and establishing their personal, and company brand as a thought leader in their industry. Examples of CEOs that have scale immensely getting in touch with people on social media are Strive Masiyiwa, Richard Brandson, Tony Elumelu etc. even the victory of Donald Trump is strongly tied to his mastery of 140 characters on twitter to stir up controversy to his advantage. The need for every CEOs to come on board cannot be overemphasized.
CEOs must proactively invest, monitor and participate in the conversations that bubble up online in a meaningful way. A CEOs timely response is effective in mitigating against negative reviews, and comments from customers online, nipping it in the bud, before reputational damage can set in, and impact brand perception which is perhaps the most valued currency of any organisation.
Data shows CEOs who are active on social media, compared to their peers who are not active on social media are:
- 89 percent better at empowering others
- 52 percent stronger at compelling communication
- 46 percent more influential
- 36 percent better at cultivating networks
- 19 percent more passionate for results
- 16 percent better at making decisions
The CEOs of today’s business and organization must embrace social media because of the following reasons.
1. Show their Personality and share their values
If you want people to relate to your brand then there's nothing more effective than providing a face to your organisation. Master this art by sharing personal stories, insightful career advice, and the likes.
In terms of value, the most successful CEOs are known for their generosity. Social media gives them a platform to share their values and spread brand awareness, create buzz and build excitement about their brand.
Social media also provide accessibility to leaders, it’s no longer fashionable for CEOs to be disconnected from their customers, and social media has helped to bridge this gap and become a major marketing tool for most CEOs. This also helps to build trust and brand authenticity.
2. Display Thought Leadership
Research has shown that the world's top 100 CEOs on social media have one common thread, and that is, they offered valuable content. Establishing themselves as a thought leader, command loyalty and influence people, begins with sharing quality, value-added content. This can include industry insights, leadership tips, and advice, commentary on news and trends, video Q&As with followers.
3. Appreciate Customers and Team Members
Being deliberate about showing appreciation to both customers and staff is essential for leaders. Social media provides an opportunity for CEOs to appreciate customers who have supported them in building their brand. As a CEO, when you make people feel important, they go the extra mile in pleasing you.
4. Nip Trouble before it Escalate
Disaster is inevitable most times, but the ability to mitigate against the damage is what makes the difference. CEOs are bound to run into a couple of disasters along the way and sometimes started by misconception. News spread very fast, and social media provides the best platforms to address, and handle crisis for a CEO.
One negative comment from a customer online can turn the tide against an entire organization in few minutes around the world, so CEO must leverage on social media as a major platform to manage per time their personal, and company’s online reputation and guide against a digital crisis.
In this digital era, there is no better platform to meet customers and target audience in real time, then using the social platform.
5. Recruit New Talent and attract partners
Hiring in most organisation today, has become social, and most CEOs now hire amazing talents from the pool of their followers, most times with the same industry interest, having become mentors to these online followers.
In conclusion, the reality of today is that the era of CEOs remaining aloof and in the shadows, never mixing with their target audience, is over. Today, building trust with customers and rapport with employees requires offering up a real, human face for the brand. Social media remain the most powerful ways for CEOs to do this, efficiently and at scale.
Alaba Ayinuola
CEO, SterlingReach
T: 08096365657,08137010250
S: alaba.ayinuola
W: www.sterlingreach.com