Brandfog’s, “2012 Social Media CEO & Leadership Survey” had thirteen insightful conclusions, I have summarized the seven which focused on the impact of the Social Leader. In summary, Social Leaders’ engagement outcomes include more sales, more trust, effective crisis management, a competitive advantage, and a more desirable place to work. NOT BAD!
- 81% of respondents believe that CEOs who engage in social media are better equipped than their peers to lead companies in a web 2.0 world.
- 78% cited Better Communication and 71% stated Improved Brand Image as the biggest positive benefits.
- 82% of respondents were more likely or much more likely to trust a company whose CEO and leadership team engage with social media.
- 77% of respondents were more likely or much more likely to buy from a company whose values and mission are defined through CEO and executive leadership participation on social media.
- 93% of respondents believe that CEO engagement in social media helps communicate company values, shape a company’s reputation, and grow and evolve corporate leadership in times of crisis.
- 94% said that CEOs and an organization’s executive leadership team enhance the brand image by participating on social media.
- 78% of respondents would prefer to work for a company whose leadership is active on social media.
“The survey results demonstrated that executive engagement in social media raises the brand profile and instills confidence in a company’s leadership team. It builds greater trust, brand loyalty and purchase intent. Respondents overwhelmingly confirmed their belief that C-Suite executives who engage in social media are better equipped to lead a company, communicate values and shape a company’s reputation in today’s changing world. .. .
Brandfog’s concludes that the “next generation of business leaders will require new talents and a different set of skills to successfully grow their companies. …in order to effectively lead a company, management competencies will have to be reinvented around a new set of Principles, including transparency, integrity, collaboration, and consistent communication with stakeholders about company vision, mission, and values through social media channels.”
The most effective leaders throughout history have been great communicators, yet the vast majority of modern day CEOs and C-Suite executives are conspicuously absent from social media channels. As of January 2012, 61% of Fortune 500 brands were engaging with customers via Twitter, but less than 2.5% of Fortune 500 CEOs were actively participating on Twitter.” The BrandFog Survey 2012.
For the full survey results, see: http://www.brandfog.com/CEOSocialMediaSurvey/BRANDfog_2012_CEO_Survey.pdf