Getting Executives on Social Media Boosts Leadership Development

Ladan Nikravan - 3/21/12

Success in branding leaders through social media comes from smart preparation, alignment with business objectives and a firm grasp on the potential for risks and litigation.

New research shows that leaders who use social media help raise their brand’s profile, instill confidence in the company’s leadership team and build greater trust, brand loyalty and purchase intent among customers.

A study titled “The BRANDfog 2012 CEO, Social Media and Leadership Survey” by social media branding firm BRANDfog surveyed several hundred employees. More than 80 percent believed CEOs who engage on social media are better equipped than their peers to lead companies in today’s technology-laden world. Additionally, 93 percent said they believe executive engagement on social media helps communicate company values and grow and evolve corporate leadership in times of crisis.

“It’s important for every CEO to understand that the world is talking about your business,” said Suzanne Bates, author of Discover Your CEO Brand. “Your customers are in cyberspace; your employees are in cyberspace; the future high-potential leaders you want are in cyberspace. The only question is whether you want to be in that conversation.”

Bates urges top leaders to ask themselves what their end game is — what they consider their most important business objective. They should then ask themselves how social media can help drive the strategy forward and help position the company and leader as a thought leader. “Once you answer these questions, you have a reason to get engaged and use social media,” she said.

Most leaders only communicate with their workforce when they have to, often when there is bad news. When employees get used to hearing from leaders regularly with good news, they feel as though they’re learning something, look forward to that communication and feel much more connected to the leader.

For example, The Virgin Group website hosts a blog written with CEO Richard Branson’s first-person flair. Many read like diary entries. Branson’s Twitter, Facebook and Google+ profiles are all equally personal and active. Much of what he posts is related to his philanthropic efforts. But other times, he’s just tweeting his thoughts or writing about his active globe-trotting lifestyle.