CEO and executive comms on social media - new research gives best practice examples for leading in public

Authentic communication from the C-suite has lost its novelty, but has it gained in prevalence? Beyond the CEO, is social communication now a tool around the board table more broadly? What works to attract and engage an audience? Here's the lowdown on exec communications.

Our new research on FTSE 100 C-suite / CEO use of social media and executive comms showed some notable strong performers, with key areas driving success:

1. Personality – sharing things which relate to your individual experience

2. Issues leadership (e.g. mental health) – but not ESG as a general area

3. Engaging with people – not just shouting with your profile as another news channel

4. Not just duplicating corporate news…

Particular standouts were Bernard Looney (BP), Alan Jope (Unilever) and Amanda Blanc (Aviva) who prioritised these behaviours.

We concentrated our research on Executive Directors in the FTSE 100 because these are some of the highest-profile businesses. They also face very similar constraints on behaviour (listed businesses with multiple constituencies to address) and, therefore, broadly comparable communications frameworks.

Outside of the FTSE 100, there are fascinating examples of UK CEO / C-Suite communicators, many with different exec communication strategies and a wider array of communication objectives and constraints.

Here are some of our favourite examples of C suite and executive comms.

Representing very distinctive points of view, and engaging with current affairs. Topical issues – often in areas which don’t match the status quo, often means using Twitter:

1. James Timpson (Timpsons)

2. Richard Walker (Iceland Foods)

3. Luke Johnson (Risk Capital Partners)

Perhaps unsurprisingly, Instagram usage is higher amongst those working in creative industries, such as fashion:

1. Angela Ahrendts (ex-Apple / Burberry)

2. Paul Smith (Paul Smith!)

Meanwhile whilst LinkedIn is a more predictable choice for a leader, there are some notable examples of especially effective usage:

1. Umar Kamani (Pretty Little Things)

2. Timo Boldt (Gousto)

In the research, you can find out:

• HOW MUCH IS SOCIAL MEDIA ACTUALLY USED BY FTSE 100 EXECUTIVE DIRECTORS?

• WHO USES SOCIAL MEDIA MOST EFFECTIVELY TO BUILD A PERSONAL PROFILE?

• WHICH C-SUITE MEMBERS ARE THE MOST ACTIVE ON SOCIAL MEDIA?

Read the Executive Comms research here