Where Do Executives Engage & Network?

Executives predominantly engage on LinkedIn for professional communication. Among Fortune 500 CEOs active on social media, 98% utilize LinkedIn, underscoring its status as the preferred platform for business leaders.

Influential Executive

In contrast, platforms like Facebook, Instagram, and X (formerly Twitter) see significantly lower executive participation. For instance, Facebook usage among these CEOs has declined by 12%, and Instagram by 2%.

Influential Executive

The preference for LinkedIn is attributed to its professional environment, facilitating networking, thought leadership, and direct engagement with industry peers and stakeholders. This trend highlights the platform's effectiveness in enhancing corporate communication and personal branding within the executive community.

CEOs Increasingly Turn to LinkedIn for Professional Engagement

Financial Times

Power and influencers: CEOs on social media

What are the actual participation numbers for executives and leaders in Facebook, LinkedIn, Twitter, Instagram, and Threads showing growth or decline over the last 5 years

Over the past five years, there has been a notable increase in executives and business leaders engaging on social media platforms, with LinkedIn emerging as the predominant choice for professional networking and thought leadership.

LinkedIn

• Growth in Executive Participation: There has been a 35% increase in C-suite professionals in the U.S. on LinkedIn over the past five years, with a 30% rise in the U.K. Additionally, there has been a 23% increase in posts from chief executives globally year on year, with their content receiving four times more engagement than other content from LinkedIn members. Financial Times
• Fortune 500 CEOs: Among Fortune 500 CEOs active on social media, 98% utilize LinkedIn, underscoring its status as the preferred platform for business leaders. Dsmn8

Facebook

• General Usage Trends: While Facebook remains a widely used platform globally, its growth rate has slowed compared to other social networks. As of early 2024, Facebook reported a year-on-year audience growth of 3.1%, indicating a mature user base with limited expansion. Statista
• Executive Engagement: Specific data on executive participation on Facebook over the past five years is limited. However, the platform is generally perceived as more personal, with executives favoring LinkedIn for professional interactions.

Twitter (now X)

• User Base: As of July 2024, X reported having 570 million monthly active users. Chris Snider Design
• Executive Participation: Detailed statistics on executive engagement on X over the past five years are scarce. The platform is often used by executives for public announcements and thought leadership, but LinkedIn remains the dominant platform for professional networking.

Instagram

• User Growth: Instagram has experienced significant growth, with the share of U.S. adults using the platform increasing from 28% in 2016 to 35% in 2018. Pew Research Center
• Executive Engagement: While Instagram's user base has grown, it is primarily utilized for visual content sharing. Executives may use the platform to humanize their brand or share company culture, but it is less favored for professional discourse compared to LinkedIn.

Threads

• Launch and Adoption: Threads, launched by Meta in July 2023, rapidly gained popularity, surpassing 100 million sign-ups within five days. By November 2024, it reached 275 million monthly active users. Business of Apps
• Executive Participation: Given its recent introduction, comprehensive data on executive engagement on Threads is not yet available. Its adoption among business leaders is still emerging, and its role in professional communication is developing.

Conclusion

Over the past five years, there has been a significant increase in executive engagement on social media platforms, with LinkedIn solidifying its position as the premier platform for professional networking and thought leadership. While platforms like Facebook, X, Instagram, and Threads have substantial user bases, they are generally less favored by executives for professional communication. The trend indicates a continued emphasis on LinkedIn for business-related interactions, with other platforms serving complementary roles.

Power and influencers: CEOs on social media

Financial Times

Power and influencers: CEOs on social media