Leading From the Front: How C-Suite social media activity boosts company influence
CEOs and the C-suite now recognise the critical role social media provides in driving stakeholder engagement. Local South African executives lag behind their international counterparts. Our analysis of social media activity in the South African corporate reputation report, “Leading from the Front”, showed only a third of the Johannesburg Stock Exchange (JSE) Top 100 CEOs actively post on LinkedIn compared to six in 10 of the Top 100 FTSE CEOs.
This digital transformation cannot be ignored.
The 2024 South Africa Audit Bureau of Circulations report shows newspapers suffered a massive drop in readership over ten years, with the Sunday Times dropping by 84%. This is due to increasing digital news consumption and emphasises that executives must strengthen their digital media presence.
Our analysis shows that companies with four or more executives on social media platforms increase their overall Digital Impact Score by 38%. The FTI Digital Impact Score, measured on a 100-point scale, evaluates executives on their digital influence, presence, reach, and content resonance. Top performing executives build and maintain an active follower base and fuel meaningful discussions through regular, topical content.
The bottom line is that companies whose top executives are active on social media measurably improve their influence and trust, directly impacting positive business outcomes. Strategic integrated social media engagement plans for executives significantly improve a company’s reputation.
88%
1/3
of JSE 100 executive commitee members have a LinkedIn presence
and one third of these (33%) are actively posting on LinkedIn
Strategic engagement drives results
Business audiences expect senior executives to lead the conversation around the big issues shaping society. How they respond plays a critical role in shaping reputation, for themselves and their organisations. Two thirds of professionals and 82% of investors expect business leaders to take a stand on key business and societal issues. Our findings confirmed that 92% of professionals are inclined to trust companies whose senior management team remain active on these platforms.
An effective social media strategy creates meaningful connections with key stakeholders. To maximise engagement, leadership must align an authentic digital presence with corporate values. Real influence requires a wider range of dedicated professionals actively engaging on social media through their individual pages.
Additionally, investors demand quick snapshots of and insights into a CEO’s motivations, which they consider as factors directly influencing the company’s trajectory.
While CEOs wield the most significant influence, collaboration amplifies impact. An engaged CEO sets the stage for other executives to reinforce the company’s online presence, enabling the C-Suite to demonstrate transparency and promote corporate brand loyalty and trust.
The question is how to engage in social issues effectively and genuinely. Companies must take steps to ensure that their actions match their leaders’ words, focusing on purpose and values to guide strategy and decision-making. Executives need to complement their corporate accounts with their own voice. Successful CEOs—and the C-suite—must embrace the challenge by implementing strategic approaches that build stronger connections with stakeholders.
Tatenda Mutsekawa
Digital and Insights Director for Strategy and Digital Communications at FTI Consulting, EMEA South Africa
