Why B-to-B CEOs Should Be More Social on Social Media

Abstract

ABSTRACT In the era of social media more is demanded of CEOs to project a charismatic and personable public face for the company. Aside from their executive duties, CEOs are now called upon to perform this important 'personal marketing' role through their active engagement on social media. Yet studies show that CEOs, especially those of B-to-B companies, are often reluctant to perform this function – less than 50% have any significant social media presence. All the same, it is evident that social media offers numerous benefits to CEOs both at firm and personal levels: greater transparency and trust, connecting with the public, engendering the perception of authenticity, and brand-building. Additionally, millennials, as an influential demographic group, practically expect corporate CEOs to be available to communicate on social media. This practitioner note concludes with recommendations for CEOs who are venturing into the social media space for the first time.