The social CEO. How social media can make executives better leaders

Social media has evolved from a mere communication tool to a powerful platform for leadership, branding, and engagement. For today’s executives, being a social CEO is no longer optional but a strategic necessity.

As social media platforms continue to grow in influence, CEOs who actively engage online are better positioned to build trust, lead transparently, and drive their companies forward.

In this article, we explore the benefits of being a social CEO, how to get started, best practices, and the potential challenges to be aware of. We also highlight new trends, tools, and examples of CEOs who are successfully leveraging social media to enhance their leadership.

Table of Contents

• What a social CEO is 

• Importance of social media for executives

• The benefits of being a Social CEO

• Getting started and becoming a social CEO 

• Best practices for social CEOs 

• Examples of successful social CEOs 

• Potential challenges 

• The path forward

What a social CEO is 

A social CEO is a leader who actively engages with stakeholders through social media platforms.

These leaders use social media to communicate with their audience, establish thought leadership, and deliver a more humanised message.

They recognise that effective communication is essential to organisational success, and social media is a key channel to foster this connection.

By engaging on platforms like LinkedIn, X, and even newer channels like TikTok, social CEOs can listen to feedback, address concerns, and build deeper relationships with customers, employees, and other stakeholders.

This approach not only enhances their reputation but also positions their company as a leader in the industry.

A social CEO understands that leadership goes beyond just the executive role and instead encourages interactivity and transparency throughout the organisation. 

Importance of social media for executives

In today’s digital landscape, social media is an indispensable tool for business leaders. It provides real-time insights into consumer trends, opinions, and behaviours, enabling executives to make informed decisions and tailor their strategies accordingly.

Beyond marketing, social media plays a crucial role in brand building, customer engagement, crisis management, and thought leadership.

Executives who are active on social media can establish themselves as industry experts, sharing their insights and expertise with a global audience.

This direct communication fosters a sense of connection and trust, which is increasingly important in a world where consumers and employees demand transparency and authenticity from business leaders.

Social media has become a staple in the business world, providing an unprecedented level of connectivity and engagement that is essential for any executive looking to stay ahead of the curve. 

The benefits of being a Social CEO

Being a social CEO offers numerous advantages:

• Credibility and trust: Regular engagement on social media builds credibility and trust, essential for developing a positive reputation and driving customer loyalty. By sharing valuable insights and demonstrating expertise, CEOs can establish themselves as thought leaders in their industries.

• Increased visibility: Social media increases visibility by expanding the CEO’s reach. More people become aware of their contributions, and their opinions on industry trends and news are sought after.

• Personal branding: Building a personal brand creates a sense of authenticity and relatability, helping to foster strong, lasting relationships with stakeholders.

• Crisis management: Social media provides a platform for CEOs to address crises swiftly and transparently. A well-managed response can mitigate damage and even enhance a company’s reputation.

• Promoting initiatives: Social CEOs can use their platforms to highlight their company’s various initiatives such as their Environmental, Social, and Governance (ESG) efforts, aligning with consumer demand for socially responsible business practices.

Getting started and becoming a social CEO 

Becoming a social CEO involves taking certain important steps to ensure your online presence is in line with your company’s goals and values.

Determine the purpose and objectives. Start by defining what you hope to achieve through social media. Are you aiming to build your personal brand, engage with customers, or promote company initiatives?

Choose the right social media platforms. Select platforms that align with your target audience and company values. While LinkedIn and X are staples, consider emerging platforms like TikTok or Threads to reach younger demographics.

Create a content and PR strategy. Create a content and PR strategy that aligns with your objectives. This might include sharing industry insights, company news, or personal experiences. A mix of professional and personal content can help humanise your brand.

Engage with followers. Engagement is key to building a loyal following. Respond to comments and messages in a timely manner to show that you value your audience’s input.

Have a crisis and issues plan in place. Have a crisis management plan in place. Social media can be volatile, and it’s essential to know how to respond to negative feedback or unexpected issues.

Measurement. Use analytics tools to track your social media performance. Monitor engagement metrics to see what’s working and adjust your strategy accordingly.

Best practices for social CEOs 

To be successful on social media, CEOs should embrace the following best practices:

• Authenticity and transparency: Maintain a genuine online presence that resonates with your audience. Authenticity builds trust and credibility.

• Consistency: Regularly share content and engage with your audience to maintain visibility and relevance.

• Responsiveness: Being responsive to followers helps cultivate a strong, engaged community. Use social media listening tools to gather insights and feedback that can inform your decisions.

• Leverage visual content: Incorporate visual content like infographics, videos, and photos to make your posts more engaging and shareable.

• Promote social responsibility: Use your platform to highlight your company’s commitment to social initiatives and causes. This not only enhances your reputation but also aligns with broader societal values.

Examples of successful social CEOs 

The social CEO is no longer a novel idea and most agree that we live in an age of openness and transparency and the leader of an organisation has to embrace those values. Some of the most successful social CEOs are using social media effectively today.

Nicolai Tangen

Tangen is the CEO of Norges Bank Investment Management, the world’s largest sovereign wealth fund, and uses LinkedIn to share updates on his daily activities and interviews with other business leaders on his podcast. His approach combines professional insights with personal anecdotes, building a strong online presence.

Tangen is an avid user of social media, particularly LinkedIn where he regularly posts updates of his daily life including events he’s attended and famous people in business he’s met.

He also has his own podcast called In Good Company where he interviews famous business CEOs and entrepreneurs including Bill Gates, Larry Fink, Jensen Huang and many more.

Tim Cook

Tim Cook, the CEO of Apple, regularly shares company news and what he’s up to in his role at the world’s largest company. His main social media platform is X where he has amassed 14 million followers.

Here he posts on a variety of topics including celebrating holidays including religious holidays, meeting with world leaders, Apple’s commitment to improving the environment and he sometimes shares images taken with an iPhone by Apple’s customers.

 Apple’s products are used all around the world and with that comes the responsibility of ensuring that they are reducing their carbon footprint as much as possible. Cook regularly proudly tweets Apple’s carbon-reducing announcements. 

Lisa Su, the CEO and chair of semiconductor company, AMD, is another good example of a social CEO. Like Tim Cook, she does not use a host of social platforms but rather focuses on one, which is Twitter.

Su makes acquisition announcements on Twitter but rather than share the official press release or news coverage, she chooses to share photos of the people involved bringing a greater human element to it. 

As a female leader, it’s important for Su to raise other females up so they too believe they can reach the same heights she has. Publicly celebrating International Women’s Day with other female leaders in STEM supports this. 

Despite all her success, Su doesn’t take herself too seriously and will post fun images of herself. However, there is some consideration behind this tweet given the Christmas jumper she is wearing is also promoting AMD’s recent partnership announcement with Microsoft. This tweet is one of her most engaged.  

Potential challenges 

While the benefits of being a social CEO are significant, there are challenges to navigate:

• Balancing personal and professional life: Social media can be all-consuming. It’s important to set boundaries and ensure that your online presence does not interfere with your personal life.

• Handling negative feedback: Social media opens the door to criticism. As a social CEO, you need to handle negative feedback constructively and maintain a positive tone.

• Time management: Managing your time effectively is crucial. Develop a routine that allows you to engage with your audience without overwhelming your schedule.

• Ethical considerations: Be mindful of ethical considerations, such as privacy concerns and the responsible use of your platform. Avoid sharing unverified information or engaging in online controversies that could damage your reputation.

The path forward

In today’s digital age, the role of a CEO extends beyond the boardroom. Social media offers an unparalleled opportunity to connect with stakeholders, build trust, and lead with transparency.

However, success as a social CEO requires authenticity, consistency, and a strategic approach. As the examples of Nicolai Tangen, Tim Cook, and Lisa Su demonstrate, a well-managed social media presence can enhance your leadership and drive your company’s success.

While there are challenges to consider, the benefits of being a social CEO far outweigh the risks. In an era where transparency and openness define effective leadership, social media is an essential tool for any forward-thinking executive.

There is no path to quick success and just like a good reputation, it takes years to build. The same applies to social media. However, in an age where transparency and openness is one of the defining factors of being a good leader, there is no better platform than social media.