How LinkedIn presence can yield dividends for CEOs

Businesses today understand the importance of having a social media presence to engage with their B2C customers and usually gravitate towards platforms such as Facebook, Twitter, Instagram, YouTube and TikTok. On the other hand, when it comes to B2B audiences, LinkedIn continues to be the most popular platform for senior-level decision-makers. People buy from people first and brands second, so when CEOs take the time to engage and communicate with their network consistently, they become more approachable and trustworthy and act as an extension of their brand. As a result, building a solid online presence will strengthen their relationship with stakeholders, increase employee retention and contribute towards revenue growth. The CEO’s social media messages may also support additional marketing activities and can make their organisation more accessible to a higher calibre audience. With that said, according to the latest data reported by CEO.com, a staggering 61% of CEOs have no social presence. Companies with social CEOs may miss a significant opportunity to build their CEO’s reputation and credibility. Most CEOs lack a unique agenda or message to spread online. Hence, building a solid LinkedIn content strategy can offer the CEO’s brand a competitive advantage.

Reputation is a vital source of company value and should be emphasised as a reason for CEOs to maintain a presence on LinkedIn. Weber Shandwick’s research shows that 60% of a firm’s market value is attributable to its reputation. By showcasing thought leadership and aligning the LinkedIn content strategy with day-to-day decision-making and company strategy, social CEOs are arming employees with news they can use to help spread positive word of mouth, demonstrate the company’s innovation, improve employee communications, and build media relations.

Research conducted by Weber Shandwick analysed responses from global executives, where 76% believe it is a good idea for CEOs to be social. Like it or not, senior executives are responsible for maintaining an active social media presence. It is an invaluable way to learn from the market, establish your voice and engage with customers and prospects. For more information on how to develop your content marketing strategy, drop me a message at zakbassian@gmail.com and let's chat!