Social media management tool Hootsuite, released a report, “The Social Executive: How to Influence Trust, Transparency, and the Bottom Line” which highlighted the importance of executive social media activity on the trust, perception and credibility companies in the Asia Pacific.
While 93% of ASEAN100 companies have a social media presence, less than 10% of chief executives in these companies are active on social media. Examining the social media behaviors of chief executives across the Asia Pacific, the survey emphasizes the opportunity for top executives to influence perception, build trust, and drive employee advocacy.
- 93% of ASEAN100 companies have a social media presence
- More chief executives from ASEAN100 companies are on social media (53%) as compared to leaders of Fortune 500 companies (39%)
- Only 10% of chief executives across Asia Pacific actively use these platforms
- 86% of executives from the Asia Pacific believe that CEOs on social media have a positive impact on company reputation, with 76% believing it enhances their credibility
“In order to communicate the ideas and beliefs that drive us, and to invite conversations around the same, meaningful presence on social media becomes absolutely vital. The value it has created for Futurebrands is both tangible, in terms of greater interest in the advisory service we offer, and intangible, by way of the kind of engaged conversations we have sparked off through our social media provocation,”said Santosh Desai, MD & CEO, Futurebrands, India
Marketing Partners with the Social Executive
Asia Pacific has a head-start, with more CEOs having a social media presence as compared to their global counterparts, but there is still room for further adoption.
70% of chief executives believe it’s risky to participate on social media. Those with trusted, capable communications counsel from their marketing leadership are better armed and ready to deploy and benefit from the strategic use of social media.
“Corporate reputation and business performance are increasingly dependent on social media. Social executives have more success inspiring employees, attracting new customers and talent, and building loyalty and trust,” said Rich Meiklejohn, General Manager, Asia Pacific, Hootsuite. “Having the support and involvement of all teams within an organization is crucial to help executives build an active professional brand on social media channels.”
APAC executives reign over social
With customer engagements becoming increasingly more digital, traditional business models are changing and with it, the role and expectations of executives.
“We’ve encouraged employees to explore how online discourse through social media can empower them as global professionals, innovators, and citizens. Through these interactions, IBM’s greatest asset—the expertise of its employees—can be shared with clients, shareholders, and the communities in which we operate.” Nishan Weerasinghe, CMO, IBM Systems for cloud Platforms, Asia Pacific
The report said that Social media continues rapidly eating into the market share of traditional media outlets.Unlike one-way channels such as television, newspapers, magazines, and websites, social media platforms let leaders share information with the public, but also solicit feedback and listen to needs, concerns, and ideas. Yet, even with nearly every globally relevant business now acknowledging social media as the voice of the internet, the bulk of CEOs are still sitting on the sidelines.
Traditional media is in a steady rate of decline globally, while online interactions continue to dramatically rise across every market and demographic. With more than 2 billion people on social media today, companies and executives, particularly marketing executives, that don’t acknowledge this sea change stand to see their customer bases, and credibility, erode. As with every useful business technology, however, smart strategy and proper management mitigates the risks.