The wise owl not only helps us with managing content across multiple social media platforms, she also provides useful insights into social media more broadly.

Last month, Hootsuite, the most widely used platform for social media management, released a report, “The Social Executive: How to Influence Trust, Transparency, and the Bottom Line,” highlighting the impact of executive social media activity on the trust, perception and credibility of Australian companies.

With trust in chief executives at its lowest in recent years, research found that Australian companies led by CEOs who are active on social media – “social executives” – are perceived 23 per cent more positively than companies without. This highlights the opportunity for executives to influence their organisation’s perception, build brand trust, and drive employee advocacy.

Analysing the social media behaviours of ASX200 chief executives across Australia and New Zealand, Hootsuite established a Digital Perception Index (DPI) to provide an indication of public sentiment towards a company, analysing more than 145,000 social posts from 1 October 2016 to 30 April 2017.  Thank goodness for the automation of Hootsuite, or that would have been a lot of clicking!

Key Findings

• Companies with social executives are perceived 23 per cent more positively than those without

• While 66 per cent of ASX200 chief executives have a social media presence, only 10 per cent are active on social media

• 86 per cent of Asia Pacific executives believe social CEOs have a positive impact on a company’s reputation, with 76 per cent believing it enhances their credibility

Marketing Leadership: Partners to the Social Executive

Whilst Australian CEOs are ahead of their global counterparts, 34 per cent of chief executives do not have any public social media presence. 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 organisation is crucial to help executives build an active professional brand on social media channels.”

Leading by example: Australia’s top social executives

With customer engagements becoming increasingly more digital, traditional business models are changing and with it, the role and expectations of executives.

One of the social executives, Cindy Hook, CEO, Deloitte Australia, said: “Clients and business are being increasingly disrupted and we are all looking for new ideas and ways to address the business challenges we face. It’s a digital world and we are all connected so why not take advantage of it.”

Offering insights from some of Australia’s most identifiable and influential company leaders, Hootsuite’s report aims at changing attitudes of executives towards social media, and empowering marketing and communications leaders to drive this change.

For those looking to join the conversation, Hootsuite identified social executives that are harnessing the power of their own social media channels to build sentiment for the brands they lead.

Top Australian Social Executives (in alphabetical order):

• Alex Malley CEO of CPA Australia, @AlexMalleyCEO
• Andrew Penn CEO of Telstra, @Andy_Penn
• Andrew Vessey CEO and MD of AGL, @AndyVesey_AGL
• Cindy Hook CEO of Deloitte Australia, @Cindy_Hook
• Geoff Lloyd CEO and MD of Perpetual Ltd, @GeoffvLloyd
• Jon Sutton CEO of Bank of Queensland, @JonSutton_
• Matt Barrie CEO of Freelancer.com, @MattBarrie
• Naomi Simson Founder and CEO of Red Balloon, @NaomiSimson
• Paul Perreault CEO and MD of CSL
• Shayne Elliott CEO at ANZ Bank, @ElliottShayne
• Tim Reed CEO of MYOB, @TimReedMYOB

Have you engaged with a CEO on social?

Cheers, Jack and the c word crew