Socializing your CEO reputation

March 17, 2014

Socializing your CEO reputation

As a big believer in social CEOs (with moderation of course), I found a terrific article to share on how CEOs’ usage of social media like Twitter can influence reputation. The article appeared in B2C and is based on research by Crimson Hexagon, a social media analytics company. They took a look at different CEO tweets and what made them distinctive and popular — the X factors. I thought it is worth summarizing what caught my attention since reputations are built in many ways today and social CEOs will only increase over time. Of course, all these CEOs are in the technology/social media business so it is not surprising that they recognize the connection between using social media and reputation. The main finding appears to be that demonstrating emotional resonance, connecting with followers and fans as well as sharing what interests them adds to retweeting and connectedness. Maybe it does not actually lift reputational equity much but it seems to deepen authenticity and accessibility, two important reputation drivers today.

CEO of Twitter, Dick Costello (@dickc):  His tweets are personal and he often responds to comments, is easy to relate to and can be witty. I particularly enjoyed this tweet. 

CEO of Microsoft, Satya Nadella (@satyanadella): As new CEO, his debut garnered much attention — 22,303,212 impressions.  His first tweet poked fun at former CEO Steve Ballmer. The flash of personality from Satya’s inauguarl tweet drove the attention. 

CEO of LinkedIn, Jeff Weiner (@jeffweiner): Weiner is described as another engaging CEO who enhances his company’s reputation by discussing hot topics and even asking open-ended questions. He posts about his views on movies and media and recently commented on True Detective on HBO.

CEO of Apple, Tim Cook (@tim_cook): An infrequent tweeter although picking up since the start of the new year, he recently shouted out to the late Steve Jobs on his birthday which surely resonated with fans. 

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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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