Many CEOs fail to take advantage of social media

Some corporate leaders are missing out on the benefits provided by an effective social media presence.

Having an effective presence on digital media can play a big role in helping CEOs manage their companies’ reputations and connect with their employees, a new study from H/Advisors Abernathy finds, but many corporate leaders are failing to take full advantage of the reputational benefits that digital media offers.

Almost a third of the Fortune 100 CEOs in the study (30 percent) do not have any presence on social media. For those who are on social media, LinkedIn is the most popular platform. Almost two-thirds of the CEOs in the study (64 percent) have a profile there. Twitter lags behind with just 32 percent. (The study pre-dates the introduction of Meta’s Threads.)

However, the study says that simply having a profile on a digital platform is not enough. Noting such threats as the possibility of online impersonation, it stresses the importance of verifying and optimizing

Managing Volatility

Continued from page 14 with younger generations, charities and non-profit organizations standing to gain. This tectonic shift is occurring at a time when financial advice is more affordable than ever, and how Americans choose to receive it is changing dramatically. Despite this, we’re still seeing record numbers of Americans in debt. ‘

Financial services firms can and will play a pivotal role in what happens next. And marketing communications professionals are in a particularly exciting position to understand the numbers, glean insights and apply that intelligence to inform the programs we design to reach today’s—and tomorrow’s—customers. Whether it’s the belief that every single American deserves competent and ethical financial advice from qualified financial professionals who

THE ALT M&A WAVE

_ Continued from page 10 focusing on deals, they’re less practiced in sharing progress across the portfolio, outside of quarterly updates. Showing continued and steady progress in multiple investments and highlighting the executives guiding portfolio company growth can

By Steve Barnes

digital profiles. On LinkedIn, for example, an optimized profile results in a 37 percent jump in likes, shares, clicks and comments.

But once again, it appears that the CEOs have a bit of catching up to do. Fewer than half of those on LinkedIn (48 percent) have optimized their profiles for discovery, while over at Twitter only 12 percent have done so.

It is also key for those who have a social media profile to not just stand on the sidelines. “Our research found that active leaders posted at least once-per-week on social media channels,” the study notes. The benefit: the most active CEOs have engagement rates exceeding that of their peers by “at least two percentage points.” are required to act in their best interest or acknowledging the view that the financial services sector has a responsibility to align profits with purpose, why wouldn’t we do everything we can to help people move up the wealth spectrum and make a positive difference to society?

Other strategies to boost effectiveness include bringing a CEO’s personality into their social media profile and expanding the topics addressed beyond company news.

Technology is critical to moving our collective data intelligence from insights to impact. If we don’t take a page from other industries, like healthcare and retail, that have jumped ahead of us to successfully execute full-funnel marketing programs in partnership with cross-discipline departments, we’ll lose our stronghold and risk our credibility with C-suite leaders.

The future of marketing communications is here

As communicators, we have an opportunity to help firms digest and harness the power of all critical data—economic, business and customer alike—to make an impact that will last for decades. But it’s the be a great way to communicate stability when other firms appear to be on less stable ground. This doesn’t have to be onerous. Some “quick hit” commentary in bullet point format that makes for easy reading is better than two pages of long-form content.

As asset managers vie for capital in an increasingly crowded marketplace, they must embrace strategic communication as

The study also names the most active CEOs on social media. Coming out on top on both LinkedIn and Twitter was Ford CEO Jim Farley, with an average of 125 posts per month—85 percent of those on Twitter. Farley’s Twitter account also includes a clickable company logo, which directs users to the official Ford Twitter account, helping to “establish and bolster brand reputation.”

The most followed CEO on LinkedIn is Microsoft’s Satya Nadella, with an audience of over 10 million. Twitter’s most followed CEO should come as no surprise: Elon Musk, with a follower base of over 124 million.

The best engagement rate on LinkedIn was achieved by Procter & Gamble’s Jon Moeller, with Disney’s Bob Iger having the best engagement rate on Twitter.

The H/Advisors Abernathy study analyzed more than 55,000 posts, focusing on content published between January 1 and November 30 of last year.  combined power of insights and innovation that will drive value, increase influence and build a stronger future not only for the financial services firms we support but the customers they serve. a powerful tool. By delivering unique messages, utilizing proactive communications, establishing thought leadership and managing relationships with stakeholders, they can navigate the changing landscape with conviction and stay top of mind with their respective audiences.

At the end of the day, knowing what matters to your audience is paramount. Whether your goal is to change a perception or convert a client, they’ll tell you everything you need to know to be successful—if you know how to listen. Otherwise, data can’t become intelligence.

Just like financial services firms have a chance to win the day with the next generation of wealth, we as communicators can help shape the financial futures of millions. What are you waiting for?

Reed Handley is Executive Vice President, Head of Growth and Financial Services Practice Co-Lead at The Bliss Group. Greg Hassel is Senior Vice President and Financial Services Practice Co-Lead at The Bliss Group.

Thomas Conroy is a Senior Account Supervisor at Stanton. 