Why a CEO Doesn't Need to Be Active on Social Media
Currently, more and more CEOs of well-known companies are trying to build a large community on various social media platforms to give their employers a face. This also aims to make the corporation's stance on certain issues clear and make the CEO seem more approachable and less anonymous. However, this can become a real ordeal for company leaders. Marie-Christine Schindler, co-author of 'PR im Social Web,' revealed in an exclusive interview why she would only recommend such a presence to very few CEOs.
What do you think about the social media presence of CEOs or founders?
I am rather critical of this trend because the expectations placed on CEOs are usually far too high. In such positions, a workday is tightly scheduled, leaving little time to engage extensively with social media.
Posting a status update takes little time, but that doesn't create a successful social media presence. Comments need to be read and answered, and interaction with the content of other profiles is essential. This is a significant workload that CEOs and founders can hardly manage alongside their regular duties. It would be better if companies took a stance themselves. That's why I would never make an extensive social media presence a requirement for a CEO.
Many company leaders don't have time for these activities, so the account is often managed by a communications department or an external agency. I don't think much of this approach. Many companies want to represent values like transparency and honesty, which this approach contradicts. For me, it's either posts come directly from the person and are authentic, or the CEO's social media presence is significantly reduced. Only those who are genuinely familiar with these platforms and know what matters can truly engage followers and convey their messages effectively.
Would you recommend the same for start-ups and small businesses?
No, because here it's still about building the company's reputation. For this, you also need the CEO to give the brand a face and personality. This allows the CEO to engage personally with users, exchange ideas, and gather valuable feedback. However, the same challenges exist here: Communication must be consistent, authentic, and honest. Start-up leaders also need to find the time to be sufficiently active on the various platforms.
Additionally, social media is an extremely fast-paced world. Posts from a few days ago are hardly findable. Therefore, a well-thought-out online presence, where products are presented, the company takes a stance, and deeper insights are provided, is much more sustainable. Social media should be used as a complement.
What alternatives exist if a CEO doesn't feel comfortable on social media?
Such company leaders often prefer speaking to journalists because they have more space to elaborate on topics and share background information. This could also take the form of a guest article in a magazine or blog instead of an interview. Podcast appearances are also a great tool for public relations. Additionally, CEOs can be integrated into collaborations with influencers, making them present on social media through these influencers.
If an active social media presence is still to be created for a CEO, a communications department or agency can use the CEO's statements on these platforms. Speeches, quotes, appearances, and more can be captured and presented. This way, the CEO may not be personally active on social media, but they become visible through the published content, raising their profile among social media users.
A good example of credible and successful high-level communication is Gary Vaynerchuk. His profile is fully managed by a social media team that accompanies him to various events and meetings. Team members capture good quotes, take photos and videos, and use these for social media posts. In this example, the social media expertise of the team has been perfectly combined with Gary Vaynerchuk's professional expertise to create a successful social media presence.
This approach is particularly suitable when company leaders initially managed the posts themselves, built a good community, but eventually no longer have the capacity to maintain their social media presence on their own.
Marie-Christine Schindler
Senior Consultant mcschindler.com GmbH
The founder and owner of the agency mcschindler.com in Zurich advises companies and organizations on online PR and strategic communication. She is a blog author, university lecturer and co-author of the book "PR in the Social Web". She has been researching and developing the topic of newsrooms for several years.