A Tweeting CEO Strategy

June 14, 2012

A Tweeting CEO Strategy

Great social CEO Q & A in today’s WSJ on Aetna’s CEO Mark Bertolini….
WSJ: Why do you use Twitter?

Bertolini: I have three objectives in my role as chairman of the company. One is to make sure that I set the company on a path for the next 160 years. I have an obligation to keep it moving forward. The second is to make health care reform real and tangible for people, because the system is broken. And the third is to re establish the credibility of corporate leadership in the eyes of the American public and that’s the loftier of all of them. And the only way I can do that is by humanizing the job. And humanizing the job means I have to be out there. I have to be available. I have to be willing to hear the bad, the good, the ugly.

I have to be willing to interact when things are difficult. We’ve got to a point where people [on Twitter] are saying ‘I need this done,’ or ‘this is happening to me,’ and I get them to the right people.

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Leslie Gaines-Ross
Leslie Gaines-Ross

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 corporate and CEO reputations.

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