A couple of weeks ago, a Weber Shandwick study concluded that 64% of the CEOs at the world's largest companies were not social online. How about your nonprofit? Is your CEO/Executive Director/President/etc. active on social media? Well... let's start with the basics... Does he/she have an account with any of the big boys (LinkedIn, Facebook, Twitter, YouTube)?
If he/she does have one or more of these accounts, what is he/she doing with it? Is he/she using it or is there a random intern who "gets" social media that manages the accounts? Is the CEO blogging anywhere? The level of social media use among nonprofit leaders is this week's poll question. I will follow-up with results, thoughts and best practices once the poll closes.
In the meantime, here are some of the findings from the Weber Shandwick study:
A sample of the characteristics of Social CEOs as identified by the research:
- Over nine out of 10 CEOs in the world’s top 50 companies (93 percent) communicated externally in traditional fashion: 93 percent were quoted in the major global news and business publications and 40 percent participated in speaking engagements to an external, non-investor, audience.
- Online communications did not fare as well among this executive set. Most CEO online visibility is limited to what is said about them on Wikipedia, the web-based collaborative encyclopedia which CEOs and their communications teams are not responsible for. Removing Wikipedia leaves the online CEO space rather barren—only 36 percent are engaged through their company websites or in social media channels in any way (e.g., CEO messages on company websites, video/podcasts on company websites or company YouTube channels, Twitter, Facebook, LinkedIn, MySpace, company-affiliated blogs).
A sample of the characteristics of Social CEOs as identified by the research:
- Social CEOs are multi-users. When they engage online, social CEOs employ more than one channel, with 72 percent using more than one channel (on average, social CEOs use 1.8 channels).
- Social CEOs are more tenured. Newer CEOs (3 years or less) are less likely than those in their middle (3 to 5 years) or later period of their tenures (more than 5 years) to engage online—30 percent vs. 38 percent vs. 43 percent, respectively.
Original version of title photo (without icons) from Heliotrop3's Flickr photostream.
CEO graph from Weber Shandwick press release.
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