The CEO is often the most visible public figure of a company, and for the public, he or she is the brand. These leaders’ words and the CEO communication help shape brand perception, which has an influence on the valuation of the company and subsequent investment decisions by investors.

Traditionally, the CEO exists behind the closed doors of a plush boardroom.  They are perceived as untouchable or unreachable.  But it doesn’t have to be like this.  globeone holds the firm belief that in this digital age authentic and genuine CEO communication is an essential success factor for corporate governance.

We are advocating CEO usage of social media, specifically blogging. Domo’s 2014 Social CEO Report found that 68% of CEO’s have no presence on any of the mayor social networks. Clearly there’s an opportunity to stand out from the competition.

In terms of CEO activity on social media platforms, US CEO’s are setting the pace, with good examples of executives who blog and share online. Interestingly, the technology sector are miles ahead of the rest of the corporate sector in terms of social media usage.

Outside of the US, the adoption of corporate blogging is even lower. Europe’s CEO’s are lagging behind in this regard too. There are examples of European CEO’s embracing social media, but not many. We see it as an opportunity for forward-thinking CEO’s to propel their brands forward, and for brands to strategically position their CEO’s. Opel’s Dr. Karl-Thomas Neumann is an example of a senior executive that has used social media to his advantage – he tweets (@KT_Neumann) and blogs, providing personal insight into his daily life as CEO, and more importantly, promotes Opel’s brand positioning. Another good example is the Virgin Group’s sir Richard Branson, who posts 3-4 times per day using multiple social media platforms. He personalizes Virgin and have been highly successful in bringing proximity to his brand.

Why should your CEO be blogging?

1. Brand building – The CEO’s personal brand is closely linked to the corporate brand. His blogging should promote positive brand recognition and recruit brand advocates. This content can also be repackaged across other online company properties.
2. Thought leadership/Strategic Corporate Communication – No-one is better positioned to push the company vision, and perspectives on your product and the industry. CEO’s have years of knowledge and senior leadership experience that’s of interest to employees, customers, and the public.
3. Building Trust – 75% of US senior executives believe that C-suite leaders that communicate their mission and brand values via social media are more trustworthy. This according to a “2014 Global Social CEO Survey” by consulting firm Brandfog. Honest CEO communication can build substantial goodwill and trust for a company.
4. Humanizing the corporate brand – CEO communication can create authenticity and transparency that are crucial in bringing brand proximity.
5. The CEO as Chief Reputation Officer – Some leaders have successfully become closely associated with their company brand, which can be very valuable in times of crisis or change.
6. Personalized engagement – Engaging your consumer base (and responding to comments) can have huge PR value. It builds bridges, signals approachability, and breaks down traditional concepts of ivy tower hierarchies. It shows people that your company cares.
7. Beat the competition – Don’t do it because other CEO’s are blogging, do it because they are not doing it, or because you can do it better!

To be a social CEO business leaders must show a willingness to step out of their boardrooms and engage with their stakeholders, employees, and customers. Do not underestimate the goodwill that can flow from authentic, open, and honest communication from your organization’s leader.