Invisible CEOs not on social media
Invisible CEOs – Top managers are too silent on social media channels. Results of International PR-network Ecco's researchCEO's are too silent on Social Media
Bex*communicatie is founder and shareholder of ECCO, one of the largest international public relations networks. If we want to work together on international projects or need support in other countries, we have immediate access to over 35 agencies around the world. Agencies that we know personally and that we value for the quality of their work. On the Amsterdam-membersconference we launched the results of an international survey we conducted. The Netherlands was not included in the research, but the results speak for themselves. And I'm sure the results wouldn't be that different...
“CEOs around the world are reluctant to communicate on social media. They are supposed to be the face of their company but in most cases they are not visible at all,” says Christian Kollmann, Chairman of ECCO, one of the largest international public relations networks. The organisation just analysed the Twitter and LinkedIn activities of the CEOs of the 20 largest listed companies in more than 20 countries. On average, only one in seven CEOs is active on Twitter (14%). A better result is with LinkedIn where 41% of the managers run an account.
A country-by-country analysis shows that French CEOs are the most active. 7 out of 20 French top managers (35%) have a Twitter account and 14 are present on LinkedIn (70%). Norway is second where 6 out of 20 CEOs are active on Twitter and 13 have a LinkedIn profile. Australia comes third with 5 CEOs on Twitter and 10 on LinkedIn.
Surprisingly in the home of social media, the US, CEOs are very reluctant to use these channels. Only 5 CEOs are present on Twitter and 7 on LinkedIn. Nevertheless we find the social media stars among them. Apple CEO Tim Cook has more than 5 million followers on Twitter. The unchallenged number 1 on LinkedIn is Microsoft CEO Satya Nadella with over 1.5 million followers
For the study, ECCO analysed data from following countries: Australia, Austria, Brazil, Czech, Egypt, France, Germany, Hungary, Ireland, Italy, Norway, Poland, Russia, Sweden, Switzerland, UK and USA plus a regional analysis for Latin America (including Argentina, Chile, Colombia, Mexico and Peru).ECCO-Network website