When a CEO creates a social media account

A recent survey by the executive news website CEO.com showed that CEOs are sorely underrepresented on social media with 61 percent of them having no social presence whatsoever in 2015. It also stated that not one single Fortune 500 was active on all six major social platforms. 70 percent of the CEOs who are active on just one social network joined LinkedIn first. The summary is, a large number of company heads still view social media as a distraction.

We have dealt extensively on how important it is for every company, no matter the sector in which they service, to have a social media presence. Consumer trends are heading in this direction. More than two billion are now on social media – that’s twice the size of China with the largest population and the entire population of the African continent.

Ignoring this market is presently the biggest mistake any company will make. The good news is many companies are diligently reviewing their marketing strategies by incorporating social media as a major priority but only a few of them understand exactly how social media interacts with consumers to expand product and brand recognition, drive sales and profitability, and engender loyalty.

The average social media user spends nearly two hours – 1.72 hours according to GlobalWebIndex, a day on the various platforms. Another survey noted that three out of four consumers say social media influences their decision to buy an item. And experts projects that the trend will grow.

In view of that, a proactive company will mobilize its assets – including the CEO to take advantage of the market opportunities the social media presents. A social CEO can be a great asset to the company.

A few years back, it would have been okay for a CEO to stay in the shadows while the marketers and sales team run the show. The era of company heads remaining aloof and in the shadows, never mixing with mere mortals is over. Today’s executives cannot afford to treat social media as a sideshow run exclusively by managers.

Perceptions about social media may be a major deterrent to some company heads. Executive may see it as a platform where people share graduation photos, gossip and generally do not engage in meaningful or profitable business. Then there is the fright of saying more than is required or being taken out of context.

Nonetheless, when used correctly social media can be a very powerfully productive tool for a CEO, a global broadcast channel, a source of consumer and competitor intel, and a PR vehicle. Yemi Kale, the Statistician General of National Bureau of Statistics (NBS) is an example of an executive who is leveraging on the importance of the social media. By engaging followers on Twitter for instance, he has been able to improve public perception and build credibility and loyalty for the agency he overseas.

Atiku Abubakar, former Vice President of Nigeria and owner of several businesses including American University of Nigeria (AUN) has also increased his brand image by banking on the power of social media.

When a CEO creates a social media account the benefits accrues to the company he or she represents. He can use it to build excitement and create more awareness for the brand. Herbert Wigwe, CEO of Access Bank and Uzoma Dozie CEO of Diamond Bank are two executives whose brands have benefited immensely from their social media activities. Herbert Wigwe often retweets stories that discuss his bank’s progress. Recently, Uzoma Dozie gave a famous reply to a troll tweet that aimed at his company. Personalized communication is a very important part of establishing long lasting relationships with your customers.

A CEO’s presence on social media also tells the personality of the brand. Oscar Onyema, CEO of the Nigeria Stock Exchange uses this technique on social media to reinforce the progress in the stock exchange. Social media gives executives the chance to build thought leadership and give the company a more human face.

According to the Wall Street Journal, the CEOs who don’t use social media fall into the CEO world, that parallel dimension where leaders are disconnected from the way most people live, shop and connect. Having a presence on a platform like Facebook keeps the executive in touch with a significant part of their customers’ and employees’ lives. And a passive presence, the journal says, isn’t good enough.

A recent survey on 1000 employees showed that 83 percent employees believe that CEOs who actively engage in social media can build better connections, with customers, employees and investors. 77 percent said that CEO’s social media presence more brand transparency, 75 percent employees believe that CEO participation in social media leads to better leadership. Moreover, nearly 70 percent of senior professionals report that it makes the company a more attractive place to work.

FRANK ELEANYA