The influence of social channels is felt acutely across marketing, PR, brand and product positioning. While the value of social media at the brand level is well understood, BRANDfog’s annual surveys set out to examine the less explored aspect of social media engagement in the C-Suite, including its effect on brand reputation, transparency, brand trust, and overall company leadership.
What’s often missed in the discussion of CEOs and social media is the inherent risk of ignoring this powerful communications channel. Conversations taking place on Twitter, LinkedIn, Tumblr, Medium, YouTube, Instagram and other social channels do not stop because management is not looking. When executives fail to speak for themselves, other voices fill the void and the conversations continue without them. The opportunity cost for executives who ignore social media is the loss of voice, and it enables others to shape the brand story and influence brand reputation. Alternatively, C-suite executives who embrace social media gain a competitive edge. They use social channels to provide context for business decisions, address brand issues, showcase company culture and most importantly, demonstrate thought leadership.