Brandfog Reveals Why Senior Management Needs To Engage Online

Tweak Your Biz » Marketing » Brandfog Reveals Why Senior Management Needs To Engage Online

Brandfog Reveals Why Senior Management Needs To Engage Online

by johntwohig on May 16th, 2012
6 Comments

Where are the CEO’s and C-Suite Executives? Why are they hiding? Why are they paying lip service to social business and online marketing? If they are so convinced that social media platforms are the correct channels to reach their online customers. If these channels are good enough for their companies sales growth strategy. Why are they not engaging on social, personally?

The Status-Quo

Companies are wrestling with the workings and marketing possibilities of online social platforms. At the behest of the C-Suite executives, CEO, CMO, COO, marketing departments are using Twitter for CRM, Facebook for direct community engagement, LinkedIn to recruit staff, Pinterest to display their products…..

Over 60% of Fortune 500 Companies now have a Twitter account.
While only 2.5% of CEO’s are tweeting using an personal or company Twitter account.

Most CEO’s and other C-Suite executives age profile means that they are not comfortable engaging online nor are they convinced, it seams, of the benefits. This would explain why they are they not engaging personally on Twitter or Facebook? If social is good enough for their products and customers, why are they not embracing the medium themselves or more to the point, why should they?

Survey Results, the Case for Change

Brandfog has released a survey titled “2012 CEO, Social Media & Leadership Survey“. It makes for serious consideration for all CEO’s and C-Suite executives. They need to review their personal engagement strategy on social platforms.

The results of the survey show clearly the online community believe companies with socially savvy leadership would benefit in today’s Web 2.0 world.

The percentage of respondents that believe CEO’s should engage on social media was high at 81%.
Respondents explained that they were happy to observe a company or brands Twitter account with 50% saying this would influence their decision to recommend the company or purchase goods.
Respondents believe that companies whose C-Suite executives engage online, benefit from improved brand image.
The online community also believe that if the CEO engages, this will better communicate the companies values, which further helps to shape it’s reputation. The stats for this question were also high, running at 71%.

Actions for the C-Suite

The results of the survey indicate that changes in behavior will be necessary for high-level executives.

The comprehensive results contained in this poll, should lead to changes in the online behavior of senior management in large corporations. Social business strategy as a model is still developing, collaboration, values, authenticity and sharing are all key pillars to the successful adoption and implementation of the strategy.

In this survey from BRANDfog, we see confirmation that all senior management must reconsider their lack of engagement.

The Outcomes

CEO’s and C-Suite executives need to “walk the walk, as well as talk the talk”. They need to adopt a positive attitude to social as it is clear that their companies will benefit from the social credibility this engagement will bring.

This increased credibility will lead to added brand awareness and sales from the online community, what do you think?

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Image: “brandfog.com“

Category: CEOs, Marketing Strategy, online marketing, social business, social media

Tags: BRANDfog, CEO Engagement, social business

The Author: johntwohig

Co-Founder at the Ahain Group. The first blogger to name the MDEC Model. A social business enthusiast and looking to learn something new every day. Which is not difficult to find online. Keen golfer and Munster Rugby supporter. http://www.ahaingroup.com

Add Your Comment

http://twitter.com/xcelbusiness Helen Cousins

Hi John,
I’ve heard so many CEOs waxing lyrical from
the podium about Social, and it soon becomes apparent who knows what they are
talking about, and who has just relied on staff briefings. It adds greatly to a
brand’s credibility when the CEO is engaged enough to talk to
customers (or even just commenters) online.
The founder of Twitalyser, (similar
to Klout), jumped in when I was mildly disparaging of the product on twitter,
to great effect. http://www.xbs.ie/insights/56-insights/194-good-catch-how-to-handle-a-negative-brand-mention.
Niall Gibbons, CEO of Tourism Ireland, is now a regular on twitter, and its
really interesting to have a behind the scenes account of tourism launches and
trade trips from his perspective. I interviewed Niall here for St Patricks day –
Tourism Ireland had some great social initiatives for the celebrations. (Incidentally,
I arranged the interview with Niall via twitter http://tweakyourbiz.com/global/2012/03/17/ireland-and-the-business-of-holidays-an-interview-with-niall-gibbons-of-tourism-ireland/

Social media can be a time suck though, and I guess realistically
any CEO, (or indeed anybody), needs to find ways to manage their engagement so
that it doesn’t negatively impact their working day.,

I hope any CEOs reading this take note of your wise words
John and ups their social game!

~ Helen
http://www.bloggertone.com Niall Devitt

Surprise, surprise eh! I think Helen’s point about time is well made below but there is also a certain snobbery with some CEOs when it comes to social who sometimes see it as a tool for the masses but just not for them. However, there are some notable and great exceptions and these CEOs are achieving a great amount for their companies by just been there and engaging.
John Twohig

Thanks for the comment, Helen.

I believe that the lack of understanding of the facts is at the heart of this issue. We are in the middle of the greatest communication revolution since the printing press. Business people need to understand this, not many do.
John Twohig

While I appreciate your comment Niall, you are excusing the behaviour by leading with, there are some notable exceptions. Exceptions do not make the rule. According to the survey, well into 90% do not Tweet!!!

It easy to pick out the successful ones, but that is not the point. Management need to awake up and educate themselves on the new marketing model.
warrenrutherford

John – the survey data suggests it is the marketing and sales interest for CEO’s to engage. The perception of “lack of time” does not necessarily equate to “no time.” The other excuse is “I don’t know how.” Well, at first you may not know how well, but you will learn by observing and participating. I suggest CEO’s talk with marketing about the financial ROI by participating. Numbers speak. Thanks.
http://www.ahaingroup.com/ John twohig

Yep, I agree Warren, failure to participate due to a lack of understanding is an excuse, plain and simple.

We all have to understand we are at the beginning of the greatest communication revolution since the printing press, for C-Suite exec’s to ignore or buck-pass is unacceptable behaviour.

Bloggertone

Tweak Your Biz » Marketing » Brandfog Reveals Why Senior Management Needs To Engage Online