Cellular News reports that a new study says top CEOs should do a better job at managing their presence online, on social sites like Twitter; LinkedIn; Facebook; and Wikipedia.
This is based on Fortune`s 2009 list of the top 100 CEOs – Sharon Barclay of the UberCEO blog conducted research over several weeks and found a “miserable level of engagement” when it comes to social networks.
Topline results showed that only two of these CEOs have Twitter accounts (I am proud to state that my company’s CEO has one!); 13 have LinkedIn profiles, and that of those; only three have more than 10 connections; 81% of CEOs don`t have a personal Facebook page; Three quarters of the CEOs have ‘some kind’ of Wikipedia entry, but nearly a third of those have limited, outdated or incorrect information; and the killer – not one Fortune 100 CEO has a blog. Not one!
It’s not all doom and gloom – Barclay did find a few well-connected heads, such as Michael Dell, the CEO of computer maker Dell Inc, who has over 80 professional links on LinkedIn.
“What CEOs need to realise is that millions of their customers are communicating this way, and it`s foolish for them to dismiss this,” Barclay said.
It might simply be a case that ‘social marketing’ is not undertaken by the CEOs as it is seen as part of the overall company marketing strategy, taken on by the communications team, as one of the commenters on the blog states: “There are not many `Technology Benjamin Buttons` out there.” Not to say that all CEOs are old! 
I personally feel that each company should make SOME attempt at connecting with their consumers in the online sphere – but it does not necessarily need to full under the CEO’s domain. As Mike Stopforth, one of my favourite local bloggers, notes: “The SA blogosphere is small. MUCH smaller than you and I like to think.” The emphasis should therefore be on starting the conversation – not necessarily on WHO gets the party started. Just take things slow at first while you’re getting a feel for it and make sure that you’re aware of all sides of the conversation and its implications – many companies now respond faster to online or social media contact than by the old-fashioned phone call or letter.
I think it would be most interesting to repeat the study in South Africa!
To view the full results of the research, click here.
Filed under: online | Tagged: blogging, Cellular News, CEOs, communication, connected, connections, conversation, Dell Inc, facebook, Fortune's Top 100, Internet, LinkedIn, Mike Stopforth, online, Sharon Barclay, social networks, Souh African blogosphere, Technology Benjamin Buttons, Twitter, UberCEO
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