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The number of CEOs actively engaging on social media has doubled over the past two years. But this is only a part of the story. Beyond the CEO, we are seeing senior business leaders – from CFOs to CMOs, and COOs, take to social media in increasing numbers.

The third Leading from the Front report from FTI delves into the growing trend, identifying impactful roles and industries within the FTSE 100.

This year, we’ve analysed the LinkedIn activity of nearly 1,000 identifiable FTSE 100 Executive Committee (ExCo) members, assigning them personalised FTI Digital Impact Scores. These scores spotlight the leaders making the greatest impact on LinkedIn.

By aggregating these scores within leadership teams, we’ve identified organisations collectively delivering significant impact.

of FTSE 100 CEOs are actively posting on LinkedIn
0 %
increase in CEO follower numbers over the past year
0 %
of professionals say they are more likely to trust a company whose senior executives are using social media
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"Long gone are the days where social media impact could be achieved by company channels alone. While these channels remain a critical corporate communications and stakeholder engagement tool, it's clear that business leader engagement online can further broaden and deepen reach and impact. Success for companies and leaders alike, requires tailored and cohesive strategies, significant resource and a critical mass of engagement."
Andrew Williams
Andrew Williams Senior Managing Director, Digital and Insights
"For companies to unlock the greatest impact on social media, they need to look beyond the CEO and also activate the broader senior leadership team. Developing bespoke and cohesive social media strategies for each member of the leadership team is now a critical component of corporate communications.”
Claire Twohill
Claire TwohillManaging Director, Digital and Insights
“Whether long-standing or newly appointed, there is no time like the present for all business leaders to evaluate their approach to social media. Sustained engagement over time builds better, more trusted relationships with stakeholders and the only way to achieve this is to constantly review and refresh your approach to social to stay relevant with your audiences.”
Damian Low
Damian LowSenior Director, Digital and Insights
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The Leading from the Front report provides insights into the most prominent social media figures across the FTSE 100, with seven of the 10 most impactful ExCo members being CEOs. This year, there was a notable 85% increase in CEOs’ follower numbers, with each having on average 30,000 or more followers, further underlining their pivotal role in using social media for corporate communications. Beyond the CEO, while senior business leaders are taking to social media in increasing numbers, the research highlights a clear opportunity for chief operating officers and chief financial officers, who achieved the lowest impact on LinkedIn.

 

Leaders within the energy, telecommunications and healthcare sectors were shown to have the most impactful leadership teams, whilst the sectors with the lowest impact scores were industrials and real estate. Former BP CEO Bernard Looney, a prominent figure in the energy sector, topped the rankings due to his prolific LinkedIn engagement since assuming the top role in 2020. However, his unexpected departure in September 2023 underscores the report’s findings regarding the importance of enhancing the profiles of the entire leadership team and their potential successors.

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Past Leading from the Front reports

Leading from the Front: Successful Strategies for the Social CEO
Leading from the Front: The Social CEO Goes Mainstream