YouTubing Your CEO

October 13, 2010

YouTubing Your CEO

While I am still on the subject of Social CEOs, please check out my post on the HBR blog. You will find the point of view interesting and I am a compulsive answer-er.
It is surprising to me how quickly people assume that I am advocating for big time CEOs to tweet. I guess when you hear the words “Socializing Your CEO,” people immediately think that is what I am advising. Far from it. My recommendation is to start with the fundamentals — a video, a podcast, a speech online. Use your corporate YouTube channel. Check with legal counsel. Ask around. Check out your competitors and other industries.

Speaking of YouTube, one of the more heartening findings was that in 2007, we found that 34% of the CEOs we researched had a corporate YouTube channel. Two years later, the figure was 56%. Additionally, in 2007, only 2% of the CEOs were featured on their corporate YouTube channels vs. a respectable 12% two years later. Happily, movement in the right direction. We point out that a company-controlled site is an easy, straightforward and simple way to add some personality and humanity to the CEO role and tell the company story in a compelling way. YouTube might just be a Social CEO’s new best friend. Of course, some detractor could copy the video and redo in a negative way but that can happen whether a CEO is Social or not. This is 2010 afterall.

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Leslie Gaines-Ross
Leslie Gaines-Ross
lesliegainesross@gmail.com

As Weber Shandwick’s Chief Reputation Strategist, I focus on the ever changing world of reputation. For the past 25 years, I have relentlessly observed, researched and commented on the rise and fall of reputations.

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