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CMO/Marketing Strategy • Social Media Marketing
At a local presentation, a tech-savvy audience began tweeting at both the presenter and the organization only to find the Twitter handle for the presenter was a young poker player in the west coast who looked nothing like the presenter. Although the audience quickly adjusted by tweeting at the company instead of the individual, I’m sure the poker player was bewildered by the mentions accompanied with technical jargon about a presentation he clearly did not present.
While it’s not the end of the world if your company’s CEO doesn’t tweet, a Burson-Marstellar study in 2011 found that 77 percent of Fortune Global 100 companies are using Twitter. Although many brands post regularly on Twitter, how many times have you seen the CEO or CMO tweet? Outside of the SMB world, I’m guessing not very often. While they are few and far between, a study by social media branding firm BRANDfog found that consumers and employees regard company leaders who engage on social media platforms positively therefore affecting the view of not just the brand, but also of the executive leadership team. Here are a few statistics pulled from the survey:
- According to the respondents, 78 percent said CEO participation in social media leads to better communication, 71 percent said it leads to improved brand image, and 64 percent said it provides more transparency.
- In fact, 86 percent of respondents rated CEO social media engagement as somewhat important, very important or mission-critical. At 94 percent, respondents said C-suite social media participation actually enhances brand image.
- Looking internally, 82 percent of employee respondents trust a company more when the CEO and leadership team communicate via social media.
Although these numbers clearly indicate the importance of C-suite transparency in social media, C-suite buy-in along with speed of adoption of new online technologies continue to be two major challenges for many organizations. To view graphs and additional information, read the following article.
Mary Rose Macaranas is Account Coordinator at Arketi Group, an integrated marketing consultancy that helps business-to-business organizations generate revenue and accelerate growth through intelligent strategy, branding, marketing and public relations. To view all company blogs go to Arketi Group blog site.VN:R_U [1.9.7_1111]Does Your CEO or C-Suite Tweet?,
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